Creative Strategy Best Practices for Connected TV Ads in 2025

The Connected TV (CTV) ad market has been growing for a while now, and it’s clear the channel is making a massive impact on the advertising industry. With substantial and steady growth, advertisers are leaning into the creative capabilities of CTV as a key element of their video marketing strategy. Here, we’ll take a look at creative strategy best practices for CTV ads in 2025. 

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The Importance of Effective CTV Ads in 2025 

Before we dive into how to make the most effective ads, let’s take a look at why it’s so critical to make effective ads in the first place. 

MNTN Research reported several findings on CTV’s growth in 2025, including that 24% of advertisers anticipate strong growth for CTV, streaming, and OTT video channels in 2025, with another 51% predicting moderate growth. In the same report, they also shared EMARKETER’s projections that ad spending on digital video will increase by 13% in 2025, primarily driven by viewers moving towards streaming services. 

In the U.S., 238 million people will watch Connected TV (CTV) in 2025, up from 233.9 in 2024. Clearly, TV watchers are heading to — and already spending a ton of time on — streaming services. To make the most of CTV advertising resources and reach these consumers effectively, brands need updated, engaging ad creative to get their attention. 

What else is going on in the industry? Read more 2025 video marketing statistics. 

Creative Strategy Best Practices for CTV Ads in 2025 

Here, we’ll discuss best practices for your CTV creative strategy based on results from MNTN advertisers in Q4 2024, as reported by MNTN Research. 

Use Repurposing To Optimize Extended Seasonal Timelines 

When it comes to seasonal and other timely ad creative, you’ll need to make sure you have enough to successfully connect with your audience the entire time. And that timeline is longer than ever before! Think with Google found that “by the end of October, 50% of Americans are shopping for holidays over any two-day period, and, on average, 29% of their holiday shopping is complete.” 

Learn more: You Need To Update Your Seasonal Video Marketing Timeline

For example, you might think winter holiday ad creative should stop somewhere around the day of major holidays. But as MNTN Research reported, performance doesn’t stop for winter holidays on December 26th, as 66% of U.S. consumers reported shopping post-holiday sales. 

Whether people want to beat the rush or are holding out on making a purchase while searching for the best deal, make sure you don’t leave shoppers out at either end of your seasonal timelines. Since seasonal ad creative doesn’t last as long as evergreen, you’ll want to update your seasonal ads every 10 to 20 days to avoid ad fatigue. But don’t worry — these changes don’t have to be drastic. You can use the post-production process to swap out CTAs, voiceovers, and on-screen text (just to name a few examples) to extend the content you created for this seasonal campaign. 

Plan Ahead So You Can Start the Year Strong with Resolution Season 

Following the winter holidays, some advertisers are ready to take a break until they thaw out in the spring — but that might not be the best video marketing strategy. According to MNTN Research, advertisers who invest in “Resolution Season” see the payoffs. For MNTN customers, visits per advertiser increased by 70% and average conversions grew by 35%. By planning ahead the year before, you can make the most of ad creative in late December and early January. 

Use Consumer Insights To Create Audience-Specific Ads

Just like everything around us, consumers are constantly changing. From their interests to their streaming habits, how consumers spend their time and money is essential to track so you can create the most effective ads for them. And consumers want these ads: a McKinsey & Company study found that 71% of consumers expect personalized experiences — and 76% get frustrated without them. 

The more you know about your audience, the more specific you can make your ads. With clean, accurate data, you’ll be able to create audience-based conversations that help you reach your target audience segments more efficiently. And thanks to CTV’s digital roots, you can create personalized ad creative to engage different segments of your audience on the biggest screen in the house. 

Read more: The ABCs of Targeting: Audience-Based Conversations

Final Thoughts on Creative Strategy Best Practices for CTV Ads

In order to make the most of your CTV advertising resources, you need to optimize your creative strategy. With the right ads, placements, and partners, you’ll be able to create a successful strategy that resonates with your audience. 

Ready to make CTV video creative? QuickFrame is here to help. When you work with QuickFrame, you can connect to video makers and production teams around the world who can create the video content your brand needs to succeed. Contact us today to get started.