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CTV Unfiltered: Key Insights From Our 2025 CTV Survey

If you thought connected TV was still just a buzzword in the marketing world, think again. Get the real stories, trends, and strategies redefining user acquisition on the big screen.

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CTV isn’t just a brand buzzword anymore. It’s becoming a real, measurable performance channel. In our 2025 CTV Survey, we went straight to the source: over 40 marketers and execs from actual apps running live CTV campaigns. We asked them how they’re spending, targeting, and scaling on the big screen–and what’s holding them back.

The big picture? Budgets are up, strategies are evolving, but there’s still a lot of untapped potential. Want to know what’s working (and what’s not) in the world of CTV? You’re in the right place.

Pixel art-Check  CTV ad budgets have doubled since 2023, now taking up 28% of marketers’ spend.

Pixel art-Check 72% plan to increase their programmatic CTV investment this year.

Pixel art-Check  48% are leaning into ID-free targeting, reflecting a shift toward privacy-friendly strategies.

Pixel art-Check  80% haven’t even touched CTV for retargeting—a major missed opportunity.

Whether you're already experimenting with CTV or still figuring out how to make it work for performance marketing, our survey is packed with insights, challenges, and strategies straight from the teams doing the work.

Want to know where CTV

is actually headed in 2025?

👉 Download the full survey now and get the complete picture.

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We'll talk about: 

Pixel art-Check  Analyzing user behavior to identify potential triggers
Pixel art-Check  Developing dynamic rewards systems
Pixel art-Check  Customizing incentives based on user activity 
Pixel art-Check. Testing different gifting strategies to find what works best

 

What we’ll cover: 


Adikteev-ok  Key differences between mobile UA and retargeting ad creatives

Adikteev-ok  Similarities and differences in ad creative testing strategies for UA vs retargeting campaigns

Adikteev-ok  Best practices in segmenting, targeting and creative messaging to existing users to keep them engaged and spending in your app

Adikteev-ok  Evaluating the effectiveness of creative in the new privacy landscape

Featured speakers:

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Peggy Anne Salz
Content Marketing Strategist
Peggy Anne Salz is recognized as one of the leading experts shaping the mobile world. As a writer, analyst, consultant, in-demand online talent and founder of MobileGroove — a top 50 ranked destination providing strategic content marketing to the global mobile industry and mentoring and consulting to tech start-ups — Peggy produces webinars, podcasts, and video shows to educate marketers on the latest mobile and app trends, customer engagement and experience, and how brands and businesses can grow sustainably through values-driven marketing.
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Cameron Thom
Head of New Business Lines
Cameron is Adikteev’s Chief Revenue Officer for New Business Lines. He joined Adikteev 5 years ago as Director of Sales for SaaS Products. Before Adikteev, he had worked as an Account Executive for Liftoff. Based in San Francisco, he leads all revenue efforts for Adikteev’s suite of mobile marketing tools including Churn Prediction, Cross Promotion, and User Acquisition intelligence tools.
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Arnaud Capitaine
Lead Data Scientist
As the lead data scientist at Adikteev, Arnaud is responsible for developing and enhancing our churn model, improving our existing conversion rate model, and designing new approaches to real-time bidding (RTB) strategies. With a strong background in statistical analysis and machine learning techniques, he keeps the Adikteev machine running by delivering actionable recommendations and driving data science innovation.

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