CTV & DOOH Advertising Trends To Watch in 2025

Streaming is becoming more important these days. From traditional TV to prime-time sporting events, streaming services are causing people to cut ties with cable TV. In this evolving landscape, having a relevant digital marketing plan or strategy can make all the difference. To help you build a successful campaign for your brand, we’ve identified key trends in 2025 CTV and pDOOH advertising.

Stay tuned as we cover these below.

1. CTV Viewership Growth Outpaces Ad Spend

2. Linear TV vs. CTV: A Competing Yet Complementary Landscape

3. Programmatic CTV Ads Continue to Rise

4. Dynamic Creative Optimisation in pDOOH

5. Localised and Data-Driven pDOOH Advertising

6. Rapid Growth of Programmatic DOOH

7. Enhanced Interactivity and Measurement Across CTV and DOOH

8. Synergy Between Retail Media and CTV

1. CTV Viewership Growth Outpaces Ad Spend
   Although CTV viewership is expanding at a rapid pace, the ad spend hasn’t quite kept up. By 2025, this gap is expected to continue, creating meaningful opportunities for advertisers to increase their investment in CTV. As viewership continues to grow, it might be beneficial to consider how advanced technologies like AI and machine learning can help create more personalised and effective campaigns, allowing for more precise targeting and maximising returns.
2. Linear TV vs. CTV: A Competing Yet Complementary Landscape
   While linear TV still commands the majority of ad impressions, CTV is making significant strides and is expected to increasingly rival linear TV by 2025. The gap between the two will continue to narrow as CTV captures a larger share of the advertising budget. For advertisers, integrating both linear TV and CTV might offer a more comprehensive approach, helping to reach a broad audience while taking advantage of CTV’s refined targeting capabilities.

3. Programmatic CTV Ads Continue to Rise
   Programmatic advertising is likely to remain a dominant force within the CTV space. By 2025, many advertisers will likely embrace programmatic direct methods for buying and selling inventory, allowing for greater control while aligning more closely with traditional TV trading. As brands invest more into programmatic CTV channels, it may be worth focusing on optimising campaigns with greater precision and automation to ensure they are reaching the right audience effectively.
4. Dynamic Creative Optimisation in pDOOH
   By 2025, programmatic Digital Out-of-Home (pDOOH) will play an even more significant role in advertising. The ability to tailor ads based on real-time factors, such as weather or time of day, will become more prominent. For brands, embracing dynamic creative strategies can help make ads more relevant and engaging, adjusting messages in line with real-time data such as sports scores, local news, or social sentiment, which can increase the impact of campaigns.
5. Localised and Data-Driven pDOOH Advertising
   As pDOOH continues to grow, local and regional targeting will become more precise. Advertisers will be able to leverage data to deliver highly relevant content that resonates with local audiences. Creating campaigns that are tailored to local contexts—such as adjusting messages based on sales trends, stock levels, or community interests—could be a good way to further engage with the right audience in the right place.
6. Rapid Growth of Programmatic DOOH
   In the UK, the growth of programmatic DOOH is set to surpass that of other advertising formats. While the programmatic share in the UK still lags behind markets like the US, programmatic DOOH will become an important channel for reaching targeted audiences by 2025. Investing in pDOOH strategies could help optimise ad performance, making it easier to measure key metrics such as reach, footfall, and sales impact.
7. Enhanced Interactivity and Measurement Across CTV and DOOH
   The importance of interactivity and precise measurement will only continue to grow for both CTV and DOOH advertising. By 2025, advertisers are likely to seek more granular insights into campaign performance, especially regarding brand lift, online sales growth, and cross-channel attribution. Integrating advanced measurement frameworks across both CTV and DOOH platforms might offer a clearer view of how campaigns are performing and where improvements can be made.
8. Synergy Between Retail Media and CTV
   Retail media partnerships will continue to play a significant role in driving CTV growth. These collaborations present new opportunities for advertisers to deliver more targeted ads. By 2025, the integration of CTV and retail media will become even more valuable, allowing for more personalised and effective campaigns. Exploring partnerships with retail media networks might help advertisers enhance targeting and achieve better sales results.