Most CTV Advertisers Plan To Boost Spending

Why It Matters

Higher CTV investment signals accelerated migration from traditional TV to addressable, data‑driven audiences, reshaping the digital advertising landscape.

Key Takeaways

• 70% of CTV advertisers plan spend increase
• Average budget rise projected at 17%
• 25% of extra funds from overall budget growth
• CTV's opt‑in audience reach fuels advertiser confidence
• Creator‑centric campaigns now a must‑buy for half buyers

Pulse Analysis

Connected‑TV continues its rapid ascent as the premier venue for brands seeking measurable, audience‑first reach. In 2026, CTV penetration exceeds 80 % of U.S. households, and advanced targeting capabilities allow advertisers to deliver personalized ads to viewers who have explicitly opted in. This granular reach reduces waste compared with linear TV, prompting marketers to allocate more of their media dollars to the platform. The 17 % average spend uplift reflects both confidence in performance metrics and the maturation of measurement standards across the ecosystem.

Funding for the increased CTV spend is coming from two sources: organic budget expansion and reallocation from legacy channels. Roughly one‑quarter of the new dollars stem from overall ad‑budget growth, indicating that marketers view CTV not merely as a cost‑center but as a growth engine. The remaining 75 % is being shifted away from traditional broadcast, radio, and even some digital display placements, underscoring a strategic pivot toward addressable inventory. This rebalancing pressures ad‑tech vendors to enhance cross‑platform attribution and real‑time bidding solutions that can seamlessly integrate CTV data with broader campaign analytics.

The ripple effects extend beyond pure media buying. As brands double down on CTV, they are also embracing creator‑driven storytelling, with half of U.S. buyers now treating influencer content as a must‑buy. This convergence of high‑impact video inventory and authentic creator narratives creates new opportunities for OOH partners, such as the recent Outfront Media‑AdQuick collaboration, to blend screen‑based and out‑of‑home experiences. Ultimately, the surge in CTV spend signals a broader industry realignment toward integrated, audience‑centric campaigns that leverage both technology and cultural relevance to drive ROI.