By: Dave Slowik, EVP, CPG, Platforms, TV at Circana

In the last few years, connected TVs (CTVs) and streaming devices have revolutionized how people consume content and how marketers track and collect data. This will continue to present opportunities and challenges for marketers in 2025 as they navigate new business models, harness the power of AI, and create immersive experiences. To stay ahead of the curve in the coming year, we’ve identified five trends marketers should keep their eyes on.

1. Increased competition in streaming services and the emergence of new platforms

Marketers must adapt as streaming reshapes content consumption. Emerging platforms and technologies aim to refine and revolutionize content delivery. With growing competition among streaming services, expect businesses to introduce new models that merge traditional TV and over-the-top (OTT) offerings to stay ahead.

Marketers need to focus on how platforms use data to enhance content recommendations and target audiences more effectively. Innovations merging linear TV with on-demand streaming will redefine media buying’s future. Additionally, live TV integration with streaming services could reshape hybrid models, significantly affecting how TV upfronts are structured and altering ad-buying strategies across traditional and digital platforms.

2. AI and advanced data-driven advertising

AI will continue to fuel more personalized, real-time marketing, and marketers can expect to see new AI-powered tools and integrations that optimize the creative process, ad placement, and audience segmentation. AI’s ability to analyze large amounts of data and predict consumer behavior should result in more impactful ad campaigns and greater targeting accuracy.

For TV upfronts and new front strategies, marketers should look for AI tools that power dynamic, real-time ad delivery and personalization across various platforms. The ability to integrate AI into TV and digital advertising lets marketers reach more specific audience segments, improve ROI, and maximize ad-spend effectiveness.

3. More opportunities to offer immersive experiences

 

Immersive technologies like augmented reality, virtual reality, and mixed reality could help redefine advertising this year. For marketers, that means exciting opportunities to craft engaging, interactive ad experiences that go beyond conventional formats.

For TV upfront and new front strategies, immersive technologies could pave the way for ads that allow consumers to interact with the brand in new ways. Imagine a commercial where viewers can explore a product in 3D or participate in an interactive storyline. These technologies could change the advertising landscape, creating more engaging and memorable experiences.

4. Consumers increasingly empowered to protect their data privacy

Connected devices, including CTVs, are collecting increasingly sophisticated data and employing advanced tracking technologies. As these devices gather extensive personal information about consumers, such as their viewing habits, app usage, and even voice data, the industry should anticipate updated privacy policy implementation and technologies designed to empower consumers to protect their data privacy. With awareness and regulatory scrutiny growing, consumers, policymakers, networks, and platforms will increasingly prioritize privacy protection for CTVs and other connected devices.

5. Growing consumer demand for sustainability and social responsibility in marketing

Consumers will continue to prioritize sustainability, so marketers will need to look for innovations and frameworks that align their advertising strategies with ethical and environmental goals. This includes new platforms and technologies that support energy-efficient advertising and sustainable practices in content creation and distribution. It’s particularly important to focus on reducing advertising waste, which will require minimizing the resources used in ad production and delivery and ensuring ads reach the right audience without unnecessary repetition.

As consumers demand more transparency and accountability from brands, marketers will need to communicate their sustainability efforts effectively and hold themselves accountable for sustainable advertising methods. They should integrate messages about sustainability into ads and adopt eco-friendly technologies to minimize advertising campaigns’ environmental impact.

The next year will be pivotal as marketers adapt to unprecedented technological changes and an unpredictable streaming environment. By preparing for what are shaping up to be important trends, marketers can design innovative campaigns that captivate audiences and deliver high-impact, measurable results.

Do you have any questions for Circana? Email GrowthInsights@circana.com.