By Chris Kleinschmidt, VP of Connected TV Advertising Sales, TiVo
Now that we’re well into 2025 and the dust has settled on those bold New Year predictions, it’s time to focus on the realities facing the connected TV (CTV) industry. While change is constant, some fundamental truths remain, particularly in the CTV operating system (OS) ecosystem.
At the heart of the issue is the fact that consumers don’t buy TVs based on their OS. The main factors they do consider include:
- Brand reputation – a marker of quality and trust
- Price – affordability often drives decisions
- App availability – are their preferred streaming services accessible
There’s little consumer recognition of the value of operating systems and that’s unlikely to change anytime soon. And yet, for advertisers, the OS is a crucial part of the equation. This is the dilemma the industry faces: while TV makers must continue to cater to consumers, a real evolution in OS needs to happen for advertisers.
A Shift in Focus
Unlike consumers, advertisers aren’t concerned with screen quality because most modern CTVs meet their standards. What matters is where and how ads appear across different OS ecosystems and whether ad spend can be effectively measured.
Take homepage takeover ads, for example. These ads are now a staple across CTV platforms, but ad specifications still vary wildly—between different manufacturers and even across models from the same brand. Older TVs might have entirely different ad requirements and specifications than newer sets within the same product line. Even as efforts have been made to standardize specs, hardware limitations mean fragmentation persists. This creates a logistical nightmare for advertisers who must account for multiple ad iterations tailored to countless variations.
Streamlining the Process
For advertisers buying homepage takeover ads like our TiVo One’s Home Page Hero Ads, the ask of OS providers is simple: make it easier to supply creative assets that work across all TVs within their ecosystem. The challenge, however, goes deeper.
As CTV revenue models shift increasingly towards ad-supported formats, operating systems must evolve in tandem. This is particularly relevant in FAST (Free Ad-Supported Streaming TV) and AVOD (Advertising-Based Video on Demand), where the focus extends beyond homepage placements to video ads. Advertisers want confidence that their CTV ad buys aren’t duplicating their other media spend, and they don’t want to navigate a maze of conflicting requirements and fragmented systems. Standardization is therefore essential to unlock the full potential of the ecosystem.
Reducing Wasted Impressions
Duplication is also a concern for advertisers because a majority of consumers use secondary devices like PlayStation, Xbox, or a Fire Stick on their smart TVs. These devices have their own OS with their own ad placements layered on top of the TV’s native ads.
The result? Viewers might be exposed to two overlapping ads simultaneously—one from the CTV OS, another from the external device. Consumers may not notice, or care, but advertisers certainly do. Without transparency, brands could be paying for impressions that provide little to no added value. Advertisers will question whether their spend is being wasted if OS providers can’t demonstrate their contribution to the ad experience.
Where Do We Go from Here?
Advertisers need more clarity than ever before. As the streaming industry leans further into ad-supported models, the demand for transparency will only grow.
The fundamental questions for advertisers remain constant: How many people did I reach? How often? Did they engage? In an era of advanced digital tracking, there’s no reason why advertisers shouldn’t get those questions answered and have full visibility into their investment.
The message for CTV OS providers is clear: adapt, standardize, and offer advertisers the insight they demand—or risk losing their confidence.
Want to simplify CTV ad buying and improve transparency? Discover how TiVo’s advertising solutions can help – click here.
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