Why CTV Retargeting Should Be a Key Investment in Your Ad Budget
Connected TV (CTV) is no longer just an emerging channel—it’s a dominant force in digital advertising. With CTV ad spend projected to reach $46.89 billion by 2028, surpassing traditional TV ad spending ($45.10 billion) for the first time (eMarketer). For mobile marketers, this shift presents a massive opportunity. CTV retargeting combines the precision of digital targeting with the immersive, full-screen experience of television, making it an invaluable tool for both user acquisition and retargeting campaigns.
Below, we dive into 10 key CTV viewership trends that illustrate why now is the time to make CTV retargeting a central part of your marketing strategy.
1. CTV Ads Command Attention Like No Other Channel
CTV ads have a 90%+ viewability rate, meaning nearly every ad served is actually seen. Even more impressive, CTV holds viewer attention 8x longer than mobile ads and 16x longer than desktop ads (International Advertising Solutions).
What This Means for Marketers:
Unlike skippable or easily ignored mobile ads, CTV ensures your brand message is seen and retained in a high-quality, distraction-free environment. This makes it a perfect channel for retargeting lapsed app users who need a strong visual reminder to re-engage.
2. CTV Ad Budgets Are Skyrocketing
In 2023, CTV doubled its share of media budgets. Marketers are moving beyond testing and committing real budgets to CTV because it’s delivering results (TVTech).
What This Means for Marketers:
With CTV ad spend projected to hit $42.4 billion by 2027, brands that delay investing risk falling behind. Mobile marketers should act now to integrate CTV into their cross-channel strategies before competition drives up costs.
3. Streaming Has Officially Overtaken Cable
By 2025, 72% of U.S. households will be cord-cutters, shifting entirely to streaming services like Netflix, Hulu, and Amazon Prime Video (TVTech). As of January 2025, over 42% of Americans watch TV via streaming services, with YouTube accounting for the majority of their viewing time (Nielsen).
Source: Nielsen
What This Means for Marketers:
CTV is no longer a niche channel—it’s the new mainstream TV. Brands relying solely on mobile and social advertising are missing a key consumer touchpoint where engagement is high, and competition is still manageable.
4. More Than 70% of Americans Watch CTV
A September 2024 survey found that 7 in 10 U.S. consumers watch content via CTV. Interestingly, baby boomers (76%) are the most likely demographic to use CTV, dispelling the myth that streaming is only for younger audiences (Statista).
What This Means for Marketers:
CTV’s wide reach means brands can tailor their strategies based on demographic insights—whether it’s retargeting mobile gamers in the 18-34 segment or engaging older, high-value customers.
5. CTV Is Now a Daily Habit for Younger Viewers
In 2023, two-thirds of consumers aged 18-34 used CTV daily, while millennial CTV users are projected to grow from 56.8 million in 2023 to 62.6 million by 2025 (KORTX).
What This Means for Marketers:
Millennials and Gen Z are highly engaged with CTV content, making retargeting campaigns more effective. CTV offers a prime opportunity for mobile apps looking to re-engage users in a high-impact format.
6. Roku Dominates CTV Ad Impressions
In early 2023, Roku accounted for 44% of all CTV ad impressions, with Fire TV trailing at 16% (MNTN).
What This Means for Marketers:
As streaming devices consolidate market share, advertisers should prioritize Roku’s extensive reach in their CTV retargeting strategies.
7. 57% of Consumers Prefer CTV Ads Over Traditional TV Ads
More than half of CTV users find streaming ads more appealing than linear TV ads—especially if it means paying less for content (DeepIntent).
What This Means for Marketers:
Consumers don’t just tolerate CTV ads—they prefer them. Mobile brands can leverage this positive reception to make CTV retargeting a natural, non-intrusive part of their funnel.
8. Ad-Supported Streaming Is Growing—Fast
For the first time, ad-supported streaming services have more viewers than subscription-based ones. With Netflix, Disney+, and HBO Max introducing ad-supported tiers, advertisers now have premium inventory to reach engaged audiences.
What This Means for Marketers:
Premium streaming content is no longer off-limits for advertisers. CTV retargeting puts brands in front of engaged audiences without the drawbacks of high subscription-based costs.
9. CTV Retargeting Boosts Engagement and ROI
Compared to other digital ad channels, CTV retargeting generates 12x higher engagement and 13x higher ROAS (Verve Group).
What This Means for Marketers:
With such high performance metrics, mobile marketers can’t afford to ignore CTV as a re-engagement tool for lapsed users.
10. The Future of Digital Advertising Is Cross-Screen
As digital fragmentation increases, CTV and mobile must work together. The best-performing campaigns sync CTV impressions with mobile follow-ups, creating seamless, multi-touch user journeys.
What This Means for Marketers:
Advertisers should think beyond single-channel strategies. Mobile retargeting works best when CTV is part of the mix, ensuring higher recall and conversion rates.
Key Takeaways: Why CTV Retargeting is a Must in 2025
CTV Is No Longer Optional – With 72% of U.S. households becoming cord-cutters by 2025 and CTV ad spend projected to exceed $25 billion, streaming is now the dominant way consumers engage with content.
CTV Ads Drive Higher Engagement – CTV ads have a 90%+ viewability rate and hold viewer attention 8x longer than mobile ads, making them an essential investment for mobile marketers looking to retarget and re-engage users.
Consumers Prefer CTV Ads – 57% of viewers say they prefer CTV ads over traditional TV ads, and ad-supported streaming platforms now outnumber subscription-based services, creating prime opportunities for advertisers.
CTV + Mobile = The Perfect Retargeting Combo – 12x higher engagement and 13x higher ROAS prove that integrating CTV into your retargeting strategy ensures more impactful and cost-effective campaigns.
The Future of Digital Advertising Is Cross-Screen – The most successful campaigns use a mix of CTV and mobile retargeting, creating seamless, multi-touchpoint journeys that drive real conversions.
Level Up Your CTV Retargeting Strategy with YouAppi’s Solutions
The data is clear—CTV is no longer an experimental channel. It’s where consumers are spending their time, and where brands need to be actively investing their ad budgets.
With YouAppi’s advanced CTV retargeting solutions, brands can:
- Re-engage lapsed users with high-impact, full-screen ads
- Boost conversions by syncing CTV with mobile retargeting
- Maximize ad spend with precise targeting and real-time optimization
Ready to turn CTV into your most powerful growth channel? Let’s make it happen. Contact YouAppi today!