As Connected TV (CTV) ad spending continues to soar, Orange 142, a division of Direct Digital Holdings and a leader in digital marketing for destination-focused organizations, has released a new eBook titled “Best Practices Guide to CTV Advertising.” This timely resource is designed to empower marketers with the tools and strategies to harness the rapidly evolving CTV space.

The guide comes amid projections that CTV spending will hit $33.35 billion in 2025, creating new opportunities for marketers to engage audiences moving away from traditional linear television.

Bridging the Gap Between Potential and Strategy

With nearly all U.S. households now subscribed to one or more streaming services—and over half subscribing to four or more—marketers face both an immense opportunity and a growing need for strategic clarity.

“In this diverse digital environment, brands have an unprecedented opportunity to connect with consumers through data-driven, cost-efficient TV advertising,” said Lindsey Wilkes, SVP of Business Development and Head of the Emerging Channels Council at Orange 142. “Our guide bridges the knowledge gap for marketers who recognize CTV’s potential but require clear strategic direction to maximize its impact.”

What the Guide Covers

Orange 142’s Emerging Channels Council developed the guide as a foundational and tactical playbook for CTV success. It delivers digestible and practical advice across key themes, including:

• The CTV Opportunity and Market Growth
  Understand the rapid expansion of the CTV ecosystem and where investment is trending.

• Benefits and Challenges of CTV
  Explore the flexibility, addressability, and measurement advantages—alongside current hurdles marketers must navigate.

• Emerging Technologies and Trends in CTV Advertising
  Learn about developments in audience targeting, programmatic buying, AI-driven optimization, and cross-channel integration.

• Data and Privacy Considerations
  Stay informed on evolving consumer privacy expectations and how to remain compliant while personalizing campaigns.

• Measurement and Attribution Models
  Evaluate the performance of CTV campaigns with modern attribution frameworks that reflect streaming's dynamic environment.

Supporting Marketers in the Streaming-First Era

The guide not only aims to demystify CTV advertising but also ensures that brands—whether experienced in TV marketing or entirely new to the medium—can confidently engage audiences across streaming platforms. As streaming becomes a dominant media consumption habit, Orange 142 positions this guide as a strategic asset for brands adapting to a privacy-first, audience-fragmented digital world.

With the launch of the Best Practices Guide to CTV Advertising, Orange 142 cements its role as a trusted partner for marketers seeking to stay ahead in the streaming-first advertising landscape. From emerging technologies to performance measurement, the guide delivers actionable insights to turn CTV potential into real results.