"For years, interactive CTV advertising was the star of industry demos, like the kind attendees of the Consumer Electronic Showcase saw all up and down the Las Vegas strip this past week. But although these demos are often promising and flashy, for years they've been mostly theoretical. In 2025, though, they finally made the leap from proof of concept to practice. It's been a long time coming."
"NBCUniversal and TiVo first started experimenting with interactive features as far back as 2007. Over a decade later, interactive ad developer BrightLine started working with various publishers and streamers, including NBCU and Hulu. According to Rob Aksman, BrightLine's co-founder and chief strategy officer, marketers have since become far more comfortable advertising on CTV and are focusing on what it can do that linear television can't."
Interactive connected-TV (CTV) advertising transitioned from flashy demos to practical adoption in 2025. Early experiments by NBCUniversal and TiVo began in 2007, and BrightLine later partnered with publishers and streamers including NBCU and Hulu. Marketers have grown more comfortable advertising on CTV and now focus on capabilities beyond linear television. Improvements in ad tech, new ad formats, and better measurement have enabled adoption. Samsung TV Plus implemented a remote-control voting mechanism during a Jonas Brothers concert, showing viewers understand interactive features. Pause ads gained traction, and industry standards efforts by the IAB Tech Lab emerged to support new CTV formats.
Read at AdExchanger
Unable to calculate read time
Collection
[
|
...
]