Observed Signal · Dec 16, 2025 · Market Research · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
2026 CTV: Simplify, Integrate, and Optimize for Success
CTV is an established part of the media mix, with advertisers increasing budgets for 2026. A study by Advertiser Perceptions, sponsored by Premion, shows nearly 70% of CTV advertisers plan higher spend next year, with an average increase of 17%. The three imperatives for 2026 are: deliver simplicity in a fragmented market (address fragmentation, improve transparency on where ads run, and reduce ad fraud); make CTV an engine for omnichannel performance by deeper integration into cross-channel campaigns and the shift from linear to digital-first buying (aided by live sports streaming); and turn AI into a practical, measurable tool for optimization and frequency control, while recognizing progress on frequency control may lag. SMB advertisers particularly require streamlined access to premium inventory and easier buying tools. The overall goal is simpler, clearer, and more measurable CTV that lifts performance across the funnel.
Highlights growing budgets, integration into omnichannel strategies, and AI-driven improvements for CTV in 2026; industry-wide implications.
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Key Takeaways & Evidence Grounding
- Nearly seven in 10 CTV advertisers expect to increase their CTV advertising spend next year, with an average rise of 17%.
- Fragmentation is the top issue to be addressed, with calls for transparency on where ads run, consistent measurement, and ad fraud concerns.
- SMB advertisers need streamlined access to premium inventory and consistent delivery across publishers.
- CTV is expected to be an engine for omnichannel performance, integrating more deeply into omnichannel campaigns and accelerating the shift from linear to digital-first buying.
- About half of CTV advertisers see AI-driven optimization and better frequency control as valuable, but only about one-third expect meaningful progress on frequency control next year.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
CTV Advertising Surge: Local Markets Embrace Total Video Strategy
A 2026 CTV/OTT advertiser survey by Advertiser Perceptions shows the market moving from experimentation to structural commitment: 70% of CTV advertisers plan to increase CTV/OTT spend in 2026 with budgets rising an average 17%. Integrated or hybrid teams now control 55% of CTV and streaming TV budgets, and roughly 80% of advertisers say combining linear TV and CTV drives stronger brand and performance results. Growth is increasingly driven by regional and local advertisers, enabled by improved targeting, flexible buying and expanded premium inventory. Advertisers prioritize premium environments (97% agree they improve ROI) and call out fragmentation across providers as a major barrier. AI-driven real-time optimization is viewed as highly valuable (58%), though only 44% expect it to be widely available in 2026.
Advertisers Boost CTV Spend, Demand Better ROI
A March 2026 industry survey from Advertiser Perceptions and Premion finds most advertisers increasing Connected TV (CTV) budgets in 2026 — roughly seven in ten plan an average 17% spend rise. The report shows the increase is largely a reallocation from linear TV, search and social, with unified teams now controlling the majority of streaming budgets. Programmatic is slated to handle about half of CTV purchases, but buyers complain the ecosystem remains fractured, complicating reach measurement across platforms and walled gardens. As CTV becomes core to media plans, advertisers are demanding simpler activation, improved technology and clearer measurement to justify larger investments.
Make CTV the Heart of Your Omnichannel Strategy
The article argues that connected TV (CTV) should be the centerpiece of omnichannel marketing. Citing a survey with Advertiser Perceptions, it notes that more than half of CTV/streaming TV advertisers already combine social media, streaming audio, or digital display with CTV, and that nine in ten advertisers view omnichannel capabilities from CTV partners as important. Measurement remains challenging due to cross-channel attribution and fragmented reporting. The piece prescribes a three-pronged approach: (1) adopt a CTV-first mindset with omnichannel as the multiplier, (2) demand unified measurement linking exposures to business results, and (3) lean into smart curation to ensure premium, brand-safe inventory. The overarching message is that platforms must deliver seamless experiences and measurable outcomes as 2026 approaches, and that advertisers who act now will be best positioned to thrive in a fragmented media landscape.
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