CTV Advertising Strategies for 2025: Expert Insights from Kelly McMahon, SVP at LG Ad Solutions

1. With a projected revenue of $30 billion in 2025, what strategies should advertisers adopt to effectively leverage this growing medium?

The numbers speak for themselves – the biggest screen in the home has become the center of attention and action. CTV has officially moved beyond passive viewing – and the home screen has transformed into a launchpad for immersive entertainment, interactive experiences, and increasingly for retail experiences. This means new opportunities for advertisers to connect with people across both entertainment and purchase journeys. 

The next era of TV starts with connecting the total TV experience by creating one cohesive campaign to engage viewers across all their screens. By embracing this holistic approach, advertisers can deliver more impactful, personalized campaigns that not only capture attention but also drive real results. The future of TV advertising is about creating seamless and measurable, connected experiences that resonate with today’s multitasking consumers.

2. How important is it for advertisers to maintain flexibility across multiple demand-side platforms in today's fragmented media landscape?

In today’s media landscape, marketers need to break through the noise across platforms, environments, and screens with strategic performance campaigns that drive real results. That means it’s incredibly important for advertisers to maintain flexibility across all parts of their advertising efforts – and that includes their DSP partners. 

As adtech partners, our responsibility is to remain flexible in order to help advertisers succeed. With our DSP-agnostic strategy, our integration with Amazon marks another step in our path to provide flexibility, control, option, and choice for our clients – enabling them to leverage our high-quality, premium content at scale. 

3. What best practices should be adopted to ensure ethical and effective use in campaign strategies?

In CTV, ethical and effective campaign strategies must start with clear goals and the right technological partners to measure and optimize success. And that requires transparency – ensuring every dollar is working efficiently, and responsible data practices are being upheld across crucial areas like inclusive advertising and sustainability. 

From our recent deals with major identity partners to our proprietary ACR data, we’re able to empower marketers with full confidence in their investments with effective, personalized advertising experiences that drive results. 

4. How should advertisers adapt free ad-supported streaming television (FAST) services strategies to align with the shifts in viewing habits? 

It’s true – ad-supported content continues to gain momentum across all screens, especially TV. According to our latest research, over 65% of CTV viewers say they now prefer free ad-supported content, with nearly a quarter planning to add a FAST service in the next 12 months. 

As a result of this continued shift, we’ve seen the content within these FAST environments expand – providing viewers with a diverse array of content across channels, streaming providers, and apps. Ultimately, this means more opportunities for brands to make connections. But it’s about more than just reach and scale: it’s about understanding. 

Marketers must seamlessly blend advertising into the overall TV experience – tailoring campaigns to fit cultural nuances and local preferences. And that experience starts on the TV Home Screen. 

5. As more consumers access content through smart TVs, what opportunities and challenges do this present for cross-screen advertising campaigns?

The challenge for marketers is no longer about just breaking through the noise and reaching audiences on the biggest screen in the home – it’s about creating meaningful engagements that seamlessly blend across the entire TV ecosystem, including second screens like mobile devices.

But this challenge comes with new opportunities. Take the TV Home Screen, for example: it’s now a space where consumers can seamlessly explore streaming, gaming, fitness, music, and more — all within one interface. This innovation opens up a wealth of opportunities to capture attention and drive engagement throughout the viewer's journey. Through creative units like 3D and shoppable ads, advertisers can invest in innovative and engaging experiences that drive connection throughout the entire viewing journey, starting with content discovery. 

6. What role do partnerships between content providers and technology platforms play in shaping the future of digital advertising?

As an OEM with an O&O content arm, we have an intimate understanding of what’s possible when content and technology partners succeed, together. And when it comes to the future of digital advertising, collaboration is critical. 

Premium content remains the cornerstone of engagement – and marketers need to engage audiences where they’re watching with relevancy, accuracy, and ease. But without the right technological infrastructure, it’s difficult to ensure a seamless viewer experience while making advertising feel personal, powerful, and truly impactful. Not to mention, the ability to leverage critical measurement and data to optimize performance has now become a foundational aspect of overall campaign success.

In order to power the future of advertising on the most dynamically evolving medium within AdTech, we must remain focused on innovation – creating smarter, more immersive ad experiences that drive real connections. 

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