This year, advertising on connected TVs (CTVs) and ad-supported video-on-demand (AVOD) platforms represents a booming market. According to the latest data, over 75% of households worldwide now have a connected TV, and AVOD platforms such as YouTube, Pluto TV and Netflix, with its ad-supported offerings, are capturing an increasing share of advertising budgets. Its accessibility, combined with its ability to reach specific audiences in an immersive environment, makes it an attractive format.

AVOD, which allows consumers to access free content in exchange for adverts, is expected to reach a turnover of $69 billion by 2026 (compared with $38 billion in 2023). This growth is largely driven by advertisers’ increasing appetite for channels where they can not only reach specific audiences, but also accurately measure the effectiveness of their campaigns.

1. Immersive and interactive advertising formats to capture attention

With the rapid advancement of technologies such as artificial intelligence and augmented reality, advertising formats are no longer limited to traditional video adverts. By 2025, advertisers are favouring formats that encourage interaction with viewers. For example, the interaction rate for adverts incorporating QR codes has increased by 35% compared to 2023, proving their effectiveness in encouraging immediate actions such as accessing promotions or further information.

Technological innovations also make it possible to personalise adverts in real time. Thanks to data collected on user habits, it is now possible to serve contextually relevant adverts, such as an advert for a coffee brand in the morning, followed by a spot on fitness equipment in the evening. These interactive formats, combined with the reach of the CTV audience, achieve a recall rate three times higher than that of traditional television adverts.

2. The new era of advertising storytelling

Today’s viewers expect not only informative adverts, but also engaging content that enhances their experience. On AVOD and CTV platforms, advertisers are exploring long-form storytelling formats, such as sponsored mini-series or branded documentaries. By 2024, nearly 60% of US advertisers had incorporated long-form narrative formats into their advertising campaigns, a trend that is set to accelerate further in 2025.

These new forms of storytelling not only capture viewers’ attention, but also help build a lasting relationship between brands and their audience. The most successful campaigns use both emotional storytelling and targeted messages to maintain engagement throughout the broadcast. Platforms such as Amazon Freevee and Hulu demonstrate that viewers are willing to engage with this type of content, provided it is high-quality and relevant.

3. Measurement and attribution: revolutionary advances

Until recently, one of the biggest challenges for advertisers was measuring the effectiveness of campaigns running on CTV and AVOD platforms. By 2025, multi-screen attribution tools will finally make it possible to accurately track viewers’ journeys across different devices. For example, an advert viewed on a smart TV can be retargeted on the viewer’s smartphone or computer, creating a cohesive ecosystem.

According to a recent study, 78% of advertisers say that cross-screen measurement has significantly improved their return on advertising investment by providing them with actionable data on campaign performance. Standardised metrics – such as average exposure time or attributed conversions – now make it possible to compare the effectiveness of CTV campaigns with that of other digital channels, thereby facilitating strategic decision-making.

4. Weborama: a pioneer in the evolution of advertising formats

Thanks to our cookieless expertise and our semantic artificial intelligence solutions, we offer our clients bespoke advertising formats, designed to integrate seamlessly into the CTV and AVOD ecosystem.

Our approach is based on three pillars:

• Creativity: interactive campaigns that maximise engagement.
• Precise targeting: activation based on behavioural and contextual data.
• Advanced measurement: analytics tools that enable real-time performance tracking.

Weborama is ready to support this evolution in digital advertising by providing the tools and expertise needed to maximise campaign performance in this new media landscape.