The CTV Hype Cycle: Separating Fact from Fiction

CTV ad revenue is projected to reach $28 billion this year, but 39% of advertisers still cite transparency in ad placements as a major concern. Is Connected TV delivering on its promises or falling short?

This episode, Elena and Angela are joined by Chief Media Officer Catherine Walstad to discuss the state of CTV advertising. They explore the maturing optimism around streaming TV and share practical advice for navigating this complex but essential channel. Learn why CTV shouldn't be viewed as either brand or performance marketing, but as a powerful complement to linear TV.

Topics covered:

• [01:00]CTV usage and ad spend projections through 2026
• [03:30]Current marketing sentiment around CTV advertising
• [06:00]Defining CTV, OTT, and streaming terminology
• [09:00]Is CTV delivering on its ROI promises?
• [11:00]CTV's role in both brand and performance marketing
• [18:00]Why CTV advertising has high CPMs and hidden costs
• [21:00]CTV measurement challenges and solutions
• [27:00]How fragmentation impacts advertisers and viewers
• [29:30]Emerging CTV trends like shoppable and interactive ads

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


Resources:
2025eMarketer Article: https://www.emarketer.com/content/5-things-know-about-ctv-advertising-platforms
/>2025Ad Exchanger Article: https://www.adexchanger.com/tv/buyers-say-ctvs-transparency-problem-remains-a-roadblock-to-investment/
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