If there is one thing that has permanently changed the way brands connect with audiences, it is connected television (CTV). In 2026, this ecosystem not only continues to grow, but has also established itself as a strategic pillar for advertisers seeking to combine reach, precision and high-impact creativity.
Nowadays, television consumption no longer takes place exclusively in front of a traditional television set. More users than ever are accessing content through devices connected to the internet — smart TVs, consoles, streaming dongles and platform apps — and this reality is transforming the rules of the advertising game.
The current context: CTV as the centre of advertising investment
By 2026, the CTV ecosystem has evolved beyond being an alternative to traditional television: it is a platform where data, audiovisual experience and performance metrics come together. CTV consumption now accounts for a significant portion of the time audiences spend watching video, prompting advertisers to re-evaluate their strategies.
Why? Because CTV offers the best of both worlds: powerful visual storytelling on par with traditional television, and the measurement, precision, and analytical capabilities of the digital environment.
This means that brands no longer have to choose between telling memorable stories or measuring detailed results: they can do both.
Advertising models that will dominate in 2026
Platforms with integrated advertising are no longer the exception and have become the norm. Models such as AVOD (Advertising-based Video on Demand) are creating environments where advertising is accepted by viewers because it adds value in exchange for free or more accessible content.
This approach offers two key advantages for brands:
- Access to broad audiences without payment barriers
Ability to display advertisements on premium content
By 2026, many services have refined their advertising formats within CTV to be less intrusive and more relevant, improving the user experience and campaign effectiveness.
Segmentation: data first, with respect for privacy
One of the most significant transformations has been how data is used. In 2026, CTV advertising combines platform-owned data with contextual signals to build more accurate audiences without sacrificing privacy.
This means that campaigns can:
- Reach audiences with specific interests and behaviours
- Adjust the message according to the viewing context
- Optimise media in real time based on results
The result is more relevant advertising and less wasted investment.
Creativity adapted to the modern viewer
Viewing CTV as an extension of digital video is an understatement. The viewer of 2026 is demanding: they consume premium content, are accustomed to carefully crafted experiences, and expect advertising to meet that standard.
This takes advertising creativity to a new level, with narratives connecting with viewers within the first few seconds, messages becoming more direct and visual, and these new experiences complementing content without interrupting it.
Advertisements that combine aesthetics, storytelling and an emotional connection with users are achieving greater brand recall and better results.
Advanced measurement: closing the loop between branding and performance
One of the most significant advantages of CTV in 2026 is that metrics are no longer an obstacle to strategic decisions. It is no longer a matter of estimates or measurements based on projections, but rather real metrics, including:
- Complete views
- Subsequent interactions
- Cross-device attribution
- Conversion actions
This allows brands to measure not only whether an advert was seen, but also how it impacted user behaviour.
It is clear that brands that want to be present and connect with users in a direct way, creating a lasting impression, will have to include CTV in their media plan.