Insights from the MediaPost report and what they signal for connected TV in the U.S. market
The recently released 2025 Media Ad Spend Report: Who’s Winning, What’s Changing, and Why It Matters, published by MediaPost in partnership with Guideline.ai, offers a timely snapshot of how advertising dollars are being redirected in the U.S. media landscape. The findings point to an industry in transition—one that’s moving away from traditional, long-term media commitments and toward channels that deliver flexibility, data, and performance.
Among the key shifts highlighted in the report is the growing role of connected TV (CTV) and digital video as central pillars of advertisers’ strategies.
TV’s Share Shrinks, Digital Video Accelerates
Linear TV continues to contract, now representing just 29.2% of total media investment, with a year-over-year decline of -1.3%. While that may seem incremental, the long-term trend is clear: traditional formats are losing relevance as advertisers pursue channels that can adapt quickly to market signals.
In contrast, digital video captured 46.7% of all video-related spend in Q1 2025—nearly doubling its share compared to 2021. The growth has moderated slightly compared to previous years, but the momentum remains strong, particularly when supported by programmatic infrastructure.
Programmatic Is Reshaping Video Investment
One of the standout insights from the report is the role of programmatic DSPs, which fueled a +18.8% YoY increase in digital video spend. This growth far outpaces direct video placements, which plateaued at just +2.1% YoY. Advertisers are clearly favoring tools that offer efficiency, transparency, and audience-based targeting at scale.
At the same time, there’s a reconfiguration happening within linear TV itself. Scatter buys—a more flexible alternative to upfront commitments—grew +10.3% YoY, while upfronts saw steep declines in traditionally dominant sectors like CPG and pharma.
These shifts underscore a broader desire in the market: to align media investment with real-time performance and adaptability.
Why This Matters for Siprocal
Siprocal’s CTV solution is purpose-built for this new media reality. In the U.S., we help advertisers connect with consumers across devices and platforms, combining the precision of mobile data with the impact of TV-quality content. Through programmatic activation and household sync capabilities, our platform delivers campaigns that are both performance-driven and brand-safe.
As advertisers seek to unify cross-screen strategies—reaching viewers seamlessly between mobile, connected TV, and beyond—our technology supports that journey with robust targeting, transparent measurement, and actionable insights.
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