A recent report from LG Ad Solutions reveals that 32% of television users in the United States find traditional television ads useful for obtaining information about holiday gifts, while a slightly higher percentage, 34%, feels the same about ads on streaming platforms. This study was conducted among 1,243 American adults over 18 years old with access to internet-connected television during June 2025, reflecting a representative sample of the U.S. census by age and gender.
Without TV and without beer, Homer loses his mind
With the holiday season in sight, brands and advertisers must take into account the growth of streaming when planning their advertising campaigns. Research suggests that CTV ads (connected television) offer an effective combination of entertainment and relevance, which can capture viewers’ attention more effectively than traditional methods. To maximize impact, it is recommended to adapt the creativity of campaigns by creating content that integrates gift guides, limited-time offers, and shoppable videos.
The rise of streaming has drastically changed the advertising landscape. Today’s consumers seek more interactive and personalized experiences, and ads that deliver useful and entertaining content are more likely to resonate with the audience. Therefore, those who underestimate the potential of connected TV at this time of year could miss a valuable opportunity to connect with their target audience.
The report also highlights that streaming ads are becoming an essential tool for marketers, as they meet viewer intent in a space where relevance and utility intersect. As we enter the holiday shopping season, it will be interesting to see how brands implement these strategies in their marketing campaigns.