Connected TV ad spend is projected to reach $51 billion globally by 2029, accounting for nearly half of traditional broadcast TV advertising revenue. That shift reflects how quickly the marketplace is maturing and how aggressively advertisers are reallocating budgets to streaming environments.
But as money moves, so do advertisers’ assumptions. Many brands are approaching CTV as if it were a direct extension of other digital channels where they can plug into programmatic pipes, chase efficient CPMs and let algorithms do the heavy lifting. But the reality is more complicated.
Programmatic CTV advertising may be growing fast, but it still represents only a slice of the streaming inventory available to advertisers. In fact, 90% of all CTV impressions come from just 10 publishers, according to recent data from Tatari. Brands that rely on programmatic as their primary media buying model are missing out on substantial opportunities to reach audiences across the broader TV ecosystem.
“If anyone tells you you can programmatically do television forever, they’re full of it,” Nick Fairbairn, vp of growth marketing at financial technology company Chime, said during Advertising Week. “The winners are going to marry data, technology and relationships.”
And that’s what successful brands are doing — pairing the flexibility of programmatic buying with the access to premium ad inventory and consumer data from publisher-direct buys to gain scale, efficiency, clarity and full-funnel impact across marketing channels.
The following case studies show how diverse advertisers are putting that approach into practice, and proving why a single buying path isn’t enough to win in today’s CTV landscape.
Chime: Scaling beyond programmatic expands reach efficiently
When Chime needed to transform its TV advertising into a measurable, data-driven marketing channel, the company first relied on programmatic advertising because of its speed, flexibility and efficient CPMs. But as Chime’s business ambitions grew, so did its need for quality reach and predictable volume — something programmatic alone couldn’t guarantee.
Chime incorporated direct CTV buys along with programmatic to unlock consistent ad placements across top publishers and to scale without the volatility of auction-based delivery. The hybrid approach allowed Chime to build a stronger, more stable acquisition channel that paired programmatic efficiency with the reach and reliability of a curated supply.
“It’s not about handing money to a middleman,” Fairbairn said. “It’s about running TV the same way we run performance, with data, accountability and purpose.”
Chime was also able to measure incremental reach and campaign effectiveness by identifying customers acquired through TV ads, without prior exposure from other marketing channels. These performance insights helped Chime understand how the company’s CTV investments contributed to its full-funnel KPIs.
The key takeaway: Programmatic ad buying is an efficient starting point, but incorporating direct buys from top publishers can turn CTV into a repeatable growth opportunity.
Tecovas: Direct buys drive brand lift and bottom-funnel results
When Western-style apparel company Tecovas returned to TV advertising after a brief pause, the brand did so with a sharper understanding of what it needed — a brand-building media channel, not just impressions.
“Nothing is as impactful and as concentrated as television,” said Tecovas CMO Krista Dalton. “In an incredibly disparate world, television maintains a single point of communication to your audience about who you are as a brand.”
Tecovas’ leadership knew the company needed to advertise where its customers were most engaged, and that meant expanding beyond programmatic ads. The brand incorporated direct media buys on linear and CTV to capture incremental reach.
Direct ad placements appeared on high-profile sporting events like National Football League playoff games, National Collegiate Athletic Association football games, World Wrestling Entertainment’s “Monday Night Raw” and Major League Baseball’s World Series. Tecovas also invested in programs like “Yellowstone,” where Western-themed storylines created a natural fit for the brand.
By investing in premium direct ad inventory, Tecovas scaled its brand identity and saw a halo effect across search, site traffic and downstream conversions.
The key takeaway: For brands that rely on distinct storytelling for category differentiation, direct media buys on CTV provide reach and relevance that programmatic alone struggles to replicate.
Calm: Premium direct ad supply on CTV delivers reach not found elsewhere
After increasing its direct media buys on CTV, Calm improved control over the timing, frequency and context of its ads — ensuring its messaging appeared during moments of heightened emotional intent. For example, Calm’s ad during the 2020 presidential election achieved social media virality and won industry awards.