Connected TV is revolutionizing how brands engage audiences. As streaming platforms expand across Europe, advertisers face a rapidly evolving landscape. Here are five key trends set to define CTV advertising in 2025, with a focus on innovation, privacy, and personalization.
1. CTV and Streaming Growth
Europe’s love for streaming continues to grow, with viewers spending more time on platforms ranging from local services like RTL+ and ITVX to global players like Netflix, Amazon, Tubi or Pluto. This growth presents vast opportunities for advertisers but also requires a strategic approach to navigate fragmented viewership.
To stand out, brands will need to adopt integrated strategies that reach diverse audiences across multiple platforms.
2. Shoppable TV Ads
Shoppable ads are transforming TV into an interactive shopping experience. Viewers can now buy products directly from their screens, merging entertainment and e-commerce seamlessly.
Imagine watching a recipe on a cooking show and instantly purchasing the featured ingredients. With technologies like QR codes and voice commands, and the usage of the second screen, shoppable ads will simplify the path from discovery to purchase, driving real-time sales.
3. Creative Personalization and Optimization
Personalized ads tailored to the viewer’s location, time of day, or even the mood of the content are becoming the norm.
For example, a coffee brand might promote iced beverages during a warm summer day in Marseille or focus on cozy hot drinks for a rainy afternoon in Manchester. This level of creative optimization ensures ads feel relevant and engaging, enhancing their effectiveness.
4. Contextual Targeting at Scale
As privacy regulations tighten across the globe, contextual targeting is emerging as a vital strategy. By aligning ads with the themes and tone of the content being watched, brands can deliver relevance without relying on personal data.
Advances in AI allow advertisers to place ads seamlessly—for example, showing sports gear during a Bundesliga match or luxury goods alongside a travel documentary. This scalable approach ensures compliance while boosting ad resonance.
5. Privacy is Golden
Data privacy is a top priority for European audiences. With regulations like GDPR setting the standard, advertisers are shifting to privacy-first strategies.
Instead of tracking personal behavior, advertisers are leveraging contextual insights and first-party data partnerships. These approaches build trust while ensuring compliance, offering a sustainable way forward in the CTV space.
Looking Ahead
As CTV continues to grow across Europe, advertising strategies must evolve to embrace innovation, respect privacy, and prioritize relevance. From shoppable ads to contextual targeting, 2025 is shaping up to be a pivotal year for brands leveraging CTV’s potential.
At SceneContext, we help advertisers navigate this exciting landscape with advanced tools for contextual targeting. Ready to future-proof your CTV strategy? Let’s connect.