CES 2025 once again brought tech experts (and novices) back to Las Vegas to unveil the latest and greatest from industry powerhouses like Amazon, Meta, and many more. Whether you immersed yourself in Delta’s centennial keynote in Vegas’ coolest event space, sat in to hear Disney’s latest ad tech advancements, or watched the events unfold from the comfort of your home, you’ll likely agree CES has set the stage for tech conferences in 2025.
Our Teads team was on-site to connect with colleagues, clients, and partners on what they’re preparing for in the new year. As we explored the conference, we weren’t surprised to see that, from an advertising perspective, many of the predictions we made late last year are already coming to fruition across the industry.
With that, we’re recapping the greatest hits from CES 2025:
1. Transform Engagement Through Omnichannel Video Excellence
One thing was for certain: the power and reach of CTV to engage audiences. As CTV continues to grow in popularity, advertisers are presented with new opportunities to deliver targeted and personalized ads to viewers. Alan Wolk, Co-founder & Lead Analyst at TVRev, emphasized it will be a big year for CTV: “One of the things that is going to push it forward is people embracing contextual targeting. It works to solve a lot of the hurt that’s on CTV. It does away with privacy issues, measurement issues, transparency issues, and also reach issues.”
This is further exemplified by Tubi’s announcement this week to stream the Super Bowl for free, showcasing the increasing prominence and acceptance of advertising within the CTV landscape. Teads sees CTV as a key area for innovation, and we’re developing new solutions to help brands make the most of this exciting channel. CTV has the potential to revolutionize the advertising industry and we’re committed to helping our clients stay ahead of the curve.
2. Balance Personalization and Privacy to Drive Impact
With streaming services taking over sports, the awards season, and our wallets, Roku stepped out with a big announcement during this year’s show: Roku Data Cloud, an evolution of its clean room. The clean room is designed to give buyers more direct access to streaming TV data. As the streaming and linear TV landscape becomes more fragmented, and privacy regulations reshape them both, advertisers are tasked with delivering personalized experiences across too many platforms while prioritizing consumer privacy. During our Talks with Teads with Domenic Venuto, Chief Product and Data Officer at Horizon Media mentioned that brands are looking to unlock the power of their first-party data and marry that with other data sets and doing that in a privacy-safe, compliant way. Clean rooms and cookieless inventories are bound to make more of a splash in 2025 to help brands achieve targeting goals while complying with today’s privacy regulations.
3. Build Trust and Relevance with Premium Environments
In response to the news that Paramount’s contract with Nielsen had lapsed late last year, VideoAmp used CES to announce their deal with Paramount. Knowing VideoAmp had an opportunity to impress ad buyers and build trust with the CES crowd, they also announced they’d be offering brands and buyers access to its national linear content ratings dashboard for free through the end of March. While we anticipated brands would make efforts to advertise alongside quality content in the new year, companies building trust with audiences can come in many different ways, this example from CES is a great one. Paul Woolmington the CEO of Canvas Worldwide deconstructed the key components of trust when we connected: “Whether it’s a brand or a brand’s mission, it applies to everyone at the individual level. A lot of people talk about transparency but it is a must today.”
4. Deepen Audience Connections with Meaningful Moments
From Disney to NBCUniversal, brands took control of this media-driven event to center themselves in the narrative. Just as advertisers will take advantage of moments like the Super Bowl to connect with key consumer audiences, industry conferences can be another tentpole moment for brands to tap into to highlight their services. As we shared in the Teads Tech Themes, ads placed during cultural moments achieve 25% higher engagement. We spoke with Denis Oštir of VIDAA who pointed out, “The industry is finally realizing that quality over quantity is the key. We need to have quality content on the CTV home screen and quality ads being served to customers. It’s not just about volume, we need to make sure that we bring customers a quality experience on the TV.”
Whether big or small, an industry tradeshow like CES is a perfect opportunity to test audience interests in new announcements and clue into what will be hot for the rest of the year. We’re looking forward to following how the industry continues to innovate towards creating more meaningful experiences and connections with audiences.
Download Teads Tech Themes 2025 here.