For decades, television advertising was the domain of large brands with even larger budgets. Linear TV offered unparalleled reach but came with high entry costs, limited targeting, and long lead times, factors that excluded many advertisers, especially those from the digital or SMB (small and medium business) space. But Connected TV (CTV) is rapidly changing that equation, says Paul Gubbins, VP Sales & Programmatic Partnerships, Tubi UK

Ahead of their panel at Mad//Fest 2025, titled ‘The Converging Worlds of TV and Programmatic Advertising’ Tubi’s Paul Gubbins, VP of Sales & Programmatic Partnerships,UK  highlights how CTV doesn’t just replicate the traditional TV model in a digital format. It rewrites the rules entirely, bringing programmatic efficiency, granular targeting, and performance-based measurement to the biggest screen in the house. This evolution is unlocking opportunities not only for traditional linear advertisers looking to modernize their media mix but also for a new wave of digital-first brands and SMBs previously priced out of TV altogether.

AdTech Levels the Playing Field

What makes this transformation possible is the continued advancement of AdTech. Demand-side platforms (DSPs), dynamic creative optimization, real-time bidding, and audience segmentation tools now allow advertisers of all sizes to plan, buy, and measure CTV campaigns with the same ease they’ve come to expect in digital channels.

Rather than relying solely on age and gender proxies, buyers can now target households based on behavioral data, interests, location, device usage, and more. This opens the door for smaller advertisers who want to reach a very specific audience, not everyone watching a prime-time drama, but perhaps eco-conscious millennial parents who binge documentaries on weekday evenings.

Moreover, programmatic access removes the old friction of upfront commitments. Digital and mid-market brands can enter the ecosystem with flexible budgets, buy impression-by-impression, and optimize in near real time, something that was unimaginable in the legacy TV world.

The Rise of FAST and AVOD

At the heart of CTV’s growth lies two key content models: FAST (Free Ad-Supported Streaming TV) and AVOD (Ad-Supported Video on Demand, such as Tubi UK). These platforms offer premium viewing experiences without paywalls, which is crucial in an era where subscription fatigue is growing and consumers are looking for value.

For advertisers, FAST and AVOD environments deliver a perfect storm: high-quality content, engaged audiences, and addressable inventory, all supported by robust data and transparent buying infrastructure.

AVOD, in particular, is becoming a magnet for brands seeking quality alongside scale. With on-demand access to tentpole programming, film libraries, and premium series, AVOD offers advertisers the chance to associate with top-tier content in a brand-safe, highly immersive environment, with the added benefits of programmatic delivery and precision targeting.

A Bridge Between Worlds

For traditional linear TV advertisers, CTV offers continuity with added sophistication. It retains the storytelling power and full-screen immersion of television but enhances it with data and accountability. For digital marketers, CTV represents a major opportunity to extend performance-driven campaigns into a high-attention environment, where ads aren’t scrolled past or blocked.

And for SMBs, CTV finally makes the biggest screen in the household accessible. They no longer need to spend six figures to run a campaign during a live sports event. With the right strategy and AdTech support, a local furniture brand or direct-to-consumer skincare company can run a CTV campaign alongside major brands, targeted, measurable, and impactful.

Measurement: Progress and Opportunity

While measurement capabilities in CTV have made major strides, with many DSPs and platforms offering campaign reporting, attribution, and incrementality tools, we still have some way to go. A truly holistic view across all forms of TV, including BVOD (Broadcaster Video on Demand), FAST, and AVOD, remains a work in progress. Fragmentation across platforms and inconsistent standards can make unified planning and reporting a challenge for buyers. That said, the momentum behind cross-screen measurement innovation is real, and the ecosystem is moving in the right direction.

Continuing the Conversation at MadFest

I’m looking forward to exploring this topic in more detail during my panel at MadFest. CTV is no longer a niche or experimental channel; it’s quickly becoming a foundational part of the media mix for brands of all sizes. As FAST and AVOD continue to scale, the opportunity for advertisers, whether traditional, digital, or SMB, will only grow!

If you're attending MadFest and want to dive deeper into how AdTech is opening up CTV to new buyers and how measurement is evolving, come join the discussion. The future of TV is here, and it’s more accessible, measurable, and dynamic than ever before.