Next-Gen Ads: How AI, Retail Media & CTV Are Changing the Rules

Advertising isn’t what it used to be. AI, retail media & CTV are transforming how brands connect, engage, and convert audiences. Sticking to old strategies? You’re missing out.

The digital ad world is evolving fast. If you’re not keeping up, you’re losing ground.

By 2030, 86% of advertising revenue will come from programmatic advertising. This shift is powering smarter, more precise campaigns.

For over a decade, we’ve helped brands scale with programmatic ads, data-driven storytelling, and real results. With AI personalizing experiences, retail media reaching broader audiences, and CTV dominating screens, the future is now.

Let’s dive into how AI, retail media, and CTV are reshaping advertising today. Ready to level up? Let’s go!

AI Advertising: Smarter, Faster, More Personal

AI in marketing isn't just a buzzword. It’s a business tool. Today’s AI doesn’t just automate; it thinks, learns, and adapts in real-time.

Stat check: According to PwC, 67% of marketers now use AI to improve customer experiences.

We use AI advertising to power smart bidding, hyper-targeted campaigns, and predictive analytics. AI helps us read patterns in user behavior and serve ads that hit the mark every time.

Now, here’s where things get even more exciting—creativity meets AI.

Take Google’s latest offering: creative guidance in Google Ads. It’s a perfect example of how AI is helping brands get more out of every impression. This feature uses AI to scan your video ads and check for key creative elements—like having a logo appear in the first five seconds, the right voiceover, and even aspect ratio variations.

Let’s break that down:

• Got a voiceover? AI checks if it’s included and adds value.
• Running short or long formats? AI ensures your video duration matches your goal—awareness, consideration, or conversion.
• Want to scale reach? Make sure your ad group has horizontal, vertical, and square formats—AI’s got your back.
• And yes, it even checks for your brand logo placement.

Adomantra helps clients combine these creative best practices with AI-driven targeting. So you're not just reaching the right person—you're showing them the right message, in the right format, at the right time.

Want to see how this works in action?
Check out this YouTube video on how AI is changing the future of advertising. It’s a quick, real-world peek into what we’re talking about.

CTV and Retail Media: Where Buying Meets Advertising

Retail Media in 2025: Breaking All Records

Retail media is no longer an emerging channel—it’s the fastest-growing segment in digital advertising. In 2025, global retail media ad spend is forecasted to hit $176.9 billion, overtaking traditional TV for the first time and accounting for 15.9% of total ad spend worldwide (Campaign Asia, 2025).

The reason? Retail media meets the consumer at the point of purchase, combining intent, relevance, and immediacy in a single format.

Why Retail Media Is a Game-Changer

Retail media networks (RMNs) live where customers shop—on platforms like Amazon, Walmart Connect, Instacart, and Flipkart Ads. These networks offer a powerful combination of first-party data, contextual placements, and native ad formats.

Key benefits include:

• Ads shown in high-intent shopping environments
• Real-time sales attribution and performance metrics
• Privacy-safe targeting using retailer-owned data
• Proven lift in conversion rates vs traditional display ads
   

Data That Backs It Up

• 61% of brands have increased their retail media budgets in 2025
• 45% of digital marketers report better ROI from RMNs than from search or social platforms ([eMarketer, 2025])
• Sponsored product ads now drive over 28% of total e-commerce conversions across major platforms

Retail media isn't just driving visibility—it's owning the bottom of the funnel.

It's Not Just for B2C

Retail media isn't limited to consumer brands. B2B advertisers are increasingly leveraging the model through platforms like Amazon Business, IndiaMART, and niche SaaS marketplaces.

We help B2B clients:

• Build ads for decision-makers based on role, industry, and behaviour
• Run conversion-focused campaigns that align with sales cycles
• Deliver measurable outcomes like lead volume, cost per lead, and sales-qualified conversions
   

CTV Ads: Streaming Is the New Prime Time

Connected TV in 2025: A Core Channel, Not a Complement

Connected TV (CTV) has evolved from a secondary option into a primary platform for digital storytelling. 

As of the latest Leichtman Research Group study, 87% of US TV households now own at least one internet-connected TV device.

Audiences are spending more time streaming content—and advertisers are following. From Roku to YouTube on smart TVs, brands now have access to premium inventory with high engagement potential.

Why CTV Ads Deliver More Than Reach

CTV advertising offers everything traditional TV lacked: audience targeting, interactivity, and measurable results.

Here’s why brands are shifting:

• Precision targeting based on household data and content preference
• Cross-device retargeting for full-funnel strategies
• High engagement formats that are non-skippable and brand-safe
• Better attribution through real-time analytics
   

The Metrics That Matter

• 75-second CTV ads recorded a 95.3% viewer completion rate (VCR) in 2025
• 15-second ads had a 94.5% VCR, making both formats highly effective for storytelling and action
• CTV campaigns see up to 3x higher brand recall than standard mobile video.

These are not just ads. These are lean-back, full-screen experiences—with minimal distractions.

Opportunities for Brands: From D2C to B2B

CTV isn’t just for consumer goods and entertainment. B2B brands are embracing the format to build brand awareness, educate audiences, and drive top-of-funnel engagement.

For example, 

• A SaaS company promoting a platform through CTV explainer videos.
• A logistics brand using storytelling to showcase impact and reliability.
• Recruitment campaigns reaching professionals during streaming time.
   

Data + Strategy = Results

We don’t just run campaigns. We build growth engines.

Our team combines creative, media, and technology to help brands scale with precision. From helping startups gain traction to optimizing enterprise spend, we specialize in cracking tough B2B conversion funnels.

When it comes to digital ad trends and evolving platforms, we stay ahead—so you don’t have to play catch-up.

Here’s what working with us looks like:

• Smart strategies tailored to your goals
• Real-time optimization using AI and automation
• Deep expertise in CTV, retail media, and programmatic buying
• Transparent reporting and ROI you can trust
   

Take Malabar Jewellery, for example. Here's how our strategic campaign delivered results:

• Increased online sales by 35%: Leveraged programmatic buying to target the right customers with precision.
• AI-driven targeting: Analyzed user behavior to personalize the shopping experience, delivering tailored ads to increase engagement.
• Real-time optimization: Continuously refined ad placements and targeting to maximize ROI across the most effective channels.
• Maximized budget efficiency: Ensured that ad spend was optimized for the highest impact, driving higher conversion rates. 

This approach helped the brand see a significant sales boost while maintaining a strong return on investment. 

Detailed Case Study - Malabar Jewellery Case Study

Let’s Build What’s Next

The ad world is moving. Fast.

Ready to ride the wave of AI advertising, retail media & CTV marketing? Let’s talk about how Adomantra can drive real business results for you.

                            Start building a smarter, scalable ad strategy now!