CTV ads are booming, with the IAB releasing new data this week forecasting a 13% increase in 2025 to $26.6 billion. As we all know, within that very large number are many buyers, sellers, formats, activations, KPIs, etc. Buyers and sellers are racing to figure out how to optimize CTV ad performance across the full funnel. 

But recently Colin had an experience with his Google TV-powered Sony TV that felt to him like a bridge too far. A Target takeover ad when he turned on the TV morphed into a video ad with audio on when he tried to click past it. Another click defaulted to a static Coke ad “thinly disguised as a promotion for Star Wars movies on Disney+” as Colin described it. Exasperated, Colin is now contemplating switching to the ad-free Apple TV. 

In the fast-moving multibillion dollar CTV ad business, it is exactly these type of ad and user interface decisions that will determine the eventual winners and losers. On this week’s podcast we debate the tension for TV OSs of driving profitability from their captive on-screen real estate vs. providing a pristine UI. And what about viewers? Are they resistant, compliant or somewhere in between?

Listen to the podcast to learn more (34 minutes, 5 seconds)

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