The Rise of CTV & How We’re Navigating the Shift at WhizzCo
Over the past few years, I’ve witnessed firsthand a transformation in the advertising ecosystem: the rapid rise of Connected TV (CTV) as a cornerstone of modern ad tech. At WhizzCo — where we help publishers monetise and advertisers reach audiences — this transition isn’t just another channel shift. It’s a structural tectonic change.
Why CTV is Not “Just TV”
Traditionally, television advertising meant broad-reach buys, low targeting, and sparse measurement. What CTV offers is fundamentally different: full-screen, living-room-scale content, plus digital-style targeting, attribution, and optimization.
Some compelling numbers:
In the U.S., digital video ad spend grew 18% year-over-year in 2024 to USD $64 billion and is projected to reach approximately USD $72 billion in 2025.
Within this, CTV rebounded with ~16 % growth in 2024, and is expected to reach ~USD $26.6 billion in the U.S. in 2025.
Globally, CTV ad spending is forecast to hit around USD $48 billion in 2025 — up from about USD $36 billion in 2023, reflecting ~33 % growth in just two years. SCNG News
Among marketers, 68 % say CTV is a “must-buy” channel in their media plans for 2025. StreamTV Insider+1
These statistics underscore a clear message: CTV is no longer experimental — it is central.
What This Means for Publishers & Advertisers
From the publisher’s side, the opportunity is enormous: large-screen devices, streaming apps, ad-supported tiers (FAST), and connected TV apps are creating premium video inventory with direct access to living rooms. For advertisers, the promise is compelling: a television-quality scale combined with precise audience targeting and measurement.
But the shift also brings complexity. It requires new ad-tech stacks, new yield strategies, and measurement frameworks that link household exposures to device or conversion behaviours. It means that monetization on CTV cannot simply be a “bolt-on” extension of mobile or display; it demands a rethinking of how we package, sell, and optimize inventory.
How WhizzCo Is Positioning for the CTV Era
At WhizzCo, we’re treating CTV as a strategic frontier — not a secondary channel. Here’s how we’re approaching it:
For our publisher partners
We guide app owners and streaming platforms through CTV monetization: ad unit design for big screens, frequency capping across devices, and integration with programmatic supply-side platforms fine-tuned for CTV traffic.
We enable packaging of high-quality inventory with transparency, brand-safe environments, viewer engagement metrics, and robust measurement.
We help shift from “just video on smart TV” to full-funnel monetisation: exposure, engagement, conversion attribution.
For our advertiser and brand clients
We bring the living-room screen into the media mix as a first-class channel, offering big-screen reach with digital-era targeting and analytics.
We apply media-buying discipline around CTV, linking CTV impressions to downstream behaviors, optimizing CPM/CPP, and balancing reach and frequency across devices.
We advise on media budget reallocation: as many ad
vertisers shift from linear TV or social media into CTV, we help map that transition, model media mixes, and evaluate outcomes.
My conviction is this: if you treat CTV as “just another video channel,” you’ll miss the growth. If you treat it as a core screen, in line with big-screen engagement behaviour, you unlock the potential.
Looking Ahead: Trends to Watch (and Act On)
As we all move deeper into this CTV-driven ecosystem, here are areas I believe will define success:
Measurement & ROI: Advertisers will demand more than “impressions on a TV screen”. They’ll ask for incrementality, cross-device attribution, and outcome-based KPIs.
Programmatic & Self-Serve Expansion: Access is widening. What was once direct-sold only is now increasingly programmatic and self-serve, democratising the channel for smaller advertisers. IAB+1
Audience Experience: With big-screen ads, viewer tolerance is lower for poor creative, excessive ad-load,or irrelevance. Publishers must balance monetisation with user experience.
Global Growth: While much data originates in the U.S., international markets are catching up. The opportunity to localise CTV monetisation is strong.
Inventory Diversification: FAST services, niche streaming apps, and global smart-TV platforms all expand the supply; publishers who can package premium inventory win.
Final Word
The rise of CTV is more than just trend talk. It is a structural evolution of audience behaviour, ad-spend flows, and technology. At WhizzCo, we’ve committed to this evolution — helping our publisher network deliver living-room inventory at digital-era standards, and helping advertisers reach audiences where they increasingly reside: on the largest screen in the house.
If your business is ready to take the next step in CTV monetisation, or to scale CTV-driven awareness and performance, we’re prepared to partner — thoughtfully, strategically, and technically.
Here’s to the big screen, the smart screen, and the future of ad-tech.
— Alon Rosenthal, CEO, WhizzCo
“Moving from reach to relevance, from screen to strategy.”