{"id":10693,"date":"2025-10-09T17:07:18","date_gmt":"2025-10-09T21:07:18","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/10\/09\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\/"},"modified":"2026-05-07T18:47:02","modified_gmt":"2026-05-07T22:47:02","slug":"ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\/10693\/","title":{"rendered":"CTV &#038; the Video Revolution: Who Owns the Future of Sight, Sound &#038; Motion?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Video is on track to dominate advertising, with spend projected to reach $220B by 2028\u2014roughly 44% of all ad dollars. The explosion of CTV, AVOD, social video, and live sports is fragmenting how audiences engage with content and how brands must allocate budgets. At the same time, AI is reshaping targeting, measurement, and creative optimization, raising both new opportunities and new risks. In this fireside chat, MediaRadar CEO Matt Krepsik explores how marketers can adapt to this video-first era: unifying data across linear, streaming, and social platforms; building outcome-based measurement frameworks; and finding balance between UGC, live sports, and premium programming. Attendees will walk away with practical strategies for thriving in a shifting media ecosystem\u2014one where sight, sound, and motion continue to define the most powerful connections between brands and audiences.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Video is on track to dominate advertising, with spend projected to reach $220B by 2028\u2014roughly 44% of all ad dollars.<\/p>\n","protected":false},"author":7,"featured_media":10694,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[40,10],"topics":[2],"class_list":["post-10693","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-awnewyork-2025-sessions","tag-streaming-ctv","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>CTV &amp; the Video Revolution: Who Owns the Future of Sight, Sound &amp; Motion? | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\/10693\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CTV &amp; the Video Revolution: Who Owns the Future of Sight, Sound &amp; Motion?\" \/>\n<meta property=\"og:description\" content=\"Video is on track to dominate advertising, with spend projected to reach $220B by 2028\u2014roughly 44% of all ad dollars.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\/10693\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-09T21:07:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-07T22:47:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/02\/Screenshot-2026-02-21-at-2.09.36-PM-scaled.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1442\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\\\/10693\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\\\/10693\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"CTV &#038; the Video Revolution: Who Owns the Future of Sight, Sound &#038; Motion?\",\"datePublished\":\"2025-10-09T21:07:18+00:00\",\"dateModified\":\"2026-05-07T22:47:02+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\\\/10693\\\/\"},\"wordCount\":143,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\\\/10693\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/02\\\/Screenshot-2026-02-21-at-2.09.36-PM-scaled.png\",\"keywords\":[\"AWNewYork 2025 Sessions\",\"TV + Streaming\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\\\/10693\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\\\/10693\\\/\",\"name\":\"CTV & the Video Revolution: Who Owns the Future of Sight, Sound & Motion? | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\\\/10693\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\\\/10693\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/02\\\/Screenshot-2026-02-21-at-2.09.36-PM-scaled.png\",\"datePublished\":\"2025-10-09T21:07:18+00:00\",\"dateModified\":\"2026-05-07T22:47:02+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\\\/10693\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\\\/10693\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\\\/10693\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/02\\\/Screenshot-2026-02-21-at-2.09.36-PM-scaled.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/02\\\/Screenshot-2026-02-21-at-2.09.36-PM-scaled.png\",\"width\":2560,\"height\":1442},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\\\/10693\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"CTV &#038; the Video Revolution: Who Owns the Future of Sight, Sound &#038; Motion?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"CTV & the Video Revolution: Who Owns the Future of Sight, Sound & Motion? | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\/10693\/","og_locale":"en_US","og_type":"article","og_title":"CTV & the Video Revolution: Who Owns the Future of Sight, Sound & Motion?","og_description":"Video is on track to dominate advertising, with spend projected to reach $220B by 2028\u2014roughly 44% of all ad dollars.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\/10693\/","og_site_name":"AW360","article_published_time":"2025-10-09T21:07:18+00:00","article_modified_time":"2026-05-07T22:47:02+00:00","og_image":[{"width":2560,"height":1442,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/02\/Screenshot-2026-02-21-at-2.09.36-PM-scaled.png","type":"image\/png"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\/10693\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\/10693\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"CTV &#038; the Video Revolution: Who Owns the Future of Sight, Sound &#038; Motion?","datePublished":"2025-10-09T21:07:18+00:00","dateModified":"2026-05-07T22:47:02+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\/10693\/"},"wordCount":143,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\/10693\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/02\/Screenshot-2026-02-21-at-2.09.36-PM-scaled.png","keywords":["AWNewYork 2025 Sessions","TV + Streaming"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\/10693\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\/10693\/","name":"CTV & the Video Revolution: Who Owns the Future of Sight, Sound & Motion? | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\/10693\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\/10693\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/02\/Screenshot-2026-02-21-at-2.09.36-PM-scaled.png","datePublished":"2025-10-09T21:07:18+00:00","dateModified":"2026-05-07T22:47:02+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\/10693\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\/10693\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\/10693\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/02\/Screenshot-2026-02-21-at-2.09.36-PM-scaled.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/02\/Screenshot-2026-02-21-at-2.09.36-PM-scaled.png","width":2560,"height":1442},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/ctv-the-video-revolution-who-owns-the-future-of-sight-sound-motion\/10693\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"CTV &#038; the Video Revolution: Who Owns the Future of Sight, Sound &#038; Motion?"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/10693","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=10693"}],"version-history":[{"count":1,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/10693\/revisions"}],"predecessor-version":[{"id":17344,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/10693\/revisions\/17344"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/10694"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=10693"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=10693"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=10693"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=10693"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}