In 2025, connected television (CTV) will continue to establish itself as an essential lever for advertisers in France. GroupM, in its Omdia study, estimates that connected television will be one of the two most dynamic segments of digital advertising, with an expected growth rate of 54% in France by the end of 2025. Driven by rise of Smart TVs and the democratization of digital content, CTV is redefining advertising strategies by combining the best of traditional television and digital.
A personalized advertising experience
With the granular targeting capabilities offered by CTV, advertisers can design highly personalized campaigns. Unlike traditional television advertising, CTV relies on first-party data collected after obtaining user consent. By 2025, a finer understanding of viewer preferences will enable advertisers to take a data-driven approach to delivering hyper-targeted messages based on household preferences, while complying with increasingly strict privacy regulations. data.
Interactive advertising formats will dominate in 2025
To effectively use interactive advertising formats on connected TV, in 2025 advertisers will need to design engaging and intuitive experiences tailored to the platform’s capabilities. Using features like QR codes, shoppable overlays, and voice interactions can bridge the gap between the big screen and users’ mobile devices, driving engagement and conversions. Ads should be optimized to fit seamlessly into streaming content to ensure smooth performance and fast loading times. Thanks to real-time analysis, advertisers can personalize their campaigns based on audience data, while respecting confidentiality rules.
A playground for OTT services
In 2025, CTV will benefit greatly from the continued growth of OTT platforms, as the shift from linear TV to streaming services expands both audience reach and inventory. The diverse content libraries and advanced targeting capabilities of OTT platforms will complement CTV’s programmatic infrastructure, enabling advertisers to deliver highly personalized and interactive ads to engaged viewers. Additionally, the rise of ad-supported video on demand (AVOD) models will allow CTV to have larger, monetizable inventory, increasing its revenue potential. This synergy will make CTV a central channel for immersive and data-driven advertising strategies.
Booming advertising revenue
In 2025, advertising revenues generated by connected television are expected to continue to grow. Advertisers favor this channel for its flexibility: campaigns can be adapted and deployed in just a few hours, unlike the inflexible schedules of traditional television. In France, this agility is attractive, particularly in sectors such as retail, automotive and mass consumption, where responsiveness is key.
Connected television (CTV) is increasingly attracting advertisers and retailers thanks to its diversified advertising formats, a constantly increasing audience due to the transition of viewers from traditional television to CTV, and strong engagement from its users. It also offers retailers a unique opportunity to effectively leverage and monetize the extensive transactional data they possess.
The challenges to be met
Despite its advantages, CTV must overcome several obstacles. The fragmentation of platforms and the absence of universal standards for measuring advertising performance constitute a barrier. In addition, the increase in the number of connected devices makes the management of multi-screen campaigns more complex. This is why cross-device measurement tools will be used more and more in 2025, as advertisers seek to better understand how to reach their audiences across the entire television landscape.
A clear adoption of CTV by the French
For brands, investing in CTV is no longer optional but essential. By mastering the intricacies of this medium and collaborating with the right partners, advertisers can hope to take advantage of the 2025 revolution, transforming ads into captivating conversations.
(The published columns are the responsibility of their authors and do not engage CB News).
