In 2025, CTV is foundational—not optional
If you’re a growth-focused D2C brand or a scaling tech company, CTV ads give you more than visibility—they give you control, intelligence, and results. CTV advertising is no longer just a "nice to have." It’s a must-have media channel that brings brand, targeting, and performance together in a single format.
Are tech brands falling behind D2C in CTV advertising?
Let’s clear this up—technology companies are not falling behind direct-to-consumer (D2C) brands in the adoption of Connected TV (CTV) advertising.
They’re just leveraging it differently based on their unique goals and buyer journeys.
Both D2C brands and tech companies are using CTV ads to reach high-value audiences, build brand awareness, and drive performance. The difference? Their strategies reflect different types of funnel priorities.
How D2C brands use CTV to drive performance
D2C advertisers thrive on data, speed, and direct conversion. That’s exactly why CTV advertising for D2C brands has become a growth lever in 2025.
Leading brands like Mint Mobile and SmileDirectClub use CTV campaigns to:
Extend beyond paid social and search ads
Reach targeted streaming audiences using first-party data
Drive direct conversions with trackable, programmatic CTV ads
CTV for D2C isn’t just brand lift—it’s a full-funnel performance channel with measurable ROI.
Why tech companies are investing in CTV
CTV is becoming a go-to channel for SaaS, AI, and enterprise tech brands—not for quick wins, but to educate, engage, and convert high-value B2B buyers.
Tech marketers are using CTV to:
Show product value visually at scale
Reach IT decision-makers and execs
Plug CTV data into GA, Segment, HubSpot, and more
Blend brand storytelling with real performance
If you're in B2B tech, this is your moment to break out of the inbox and stand apart from the banner ad noise.
CTV budgets are growing across every industry
CTV is the fastest-growing ad channel in the U.S.—and for good reason.
It accounted for 14% of digital ad spend in 2023 and is on track to reach 28% by 2025. With 88% of U.S. households owning a connected TV device, the shift is already here.
Brands across tech, retail, QSR, and travel are moving budgets from linear TV and display to CTV—chasing better targeting, better measurement, and a more engaged audience.
Why CTV works for both D2C and tech
Whether you’re selling SaaS or CPG, CTV drives results at every stage of the funnel.
D2C brands get speed: rapid testing, real-time conversions, and DR optimization.
Tech marketers get scale: targeted reach, account-based awareness, and story-driven impact.
And with 90% of CTV ads now bought programmatically, everyone can:
Optimize spend
Reach the right audience
Measure performance
Refresh creative on the fly