Business of Apps’ research found that 77% of daily active users churn within three days of install. What can app marketers do to mitigate this? Retention-focused retargeting strategies that don’t just drive conversions but cultivate long-term customer loyalty.
It will also benefit app marketers to see that Connected TV (CTV) has transcended its “emerging channel” status and is a staple line item in media planning. Less than half of U.S. households are subscribed to traditional TV and a staggering 87% now stream content via connected devices. With U.S. CTV ad spend projected to hit $33.35 billion in 2025, it’s clear that CTV is no longer a side bet; it is cementing its role as an essential channel for full-funnel, measurable results. Over-the-top (OTT) ad spend has climbed as well, nearly 10% year-over-year to hit $16 billion in 2024, proving that streaming content will hold its ground and marketing potential.
Let’s dive into the biggest trends shaping retargeting and CTV advertising in 2025.
1. Omnichannel and Cross-Screen Retargeting Gain Prominence
Today’s consumers don’t stick to one screen, they constantly switch between mobile, desktop, handheld devices, and TV. Attention is diversified and in order for your app to be remembered above your competitors, it’s integral to re-engage, otherwise you’re leaving conversions on the table, not just any table, the other apps’ table.
The numbers tell the story: In a report from Digiday, 63% of respondents said that CTV allowed for more precise audience targeting. Moreover, businesses implementing four or more channels in their omnichannel marketing have seen conversion rates soar by up to 49%.
Our experience of working with leading brands corroborates what recent studies indicate —advertisers report an increase in conversions by adding performance TV alongside other paid channels like search and social.
The lesson? Siloed strategies are out. Cross-screen synergy is in.
To win in 2025, brands must deliver seamless, consistent messaging across devices. Whether it’s an in-app ad, a streaming TV spot, or a rewarded video ad in a mobile game, every touchpoint should reinforce the journey. The key is efficient cross-device targeting, harnessing deterministic and probabilistic tracking to connect the dots and make impact.
2. CTV Shifts from Awareness to Performance-Driven Campaigns
CTV is further advancing to deliver measurable business outcomes. Advertisers are increasingly prioritizing key performance indicators (KPIs) such as sales, store visits, and lead generation, with 54% CTV video advertisers citing these as the primary metrics for success, according to the IAB’s 2024 Digital Video Ad Spend & Strategy Report. Advertisers are tapping into CTV advertising for lower funnel objectives, and now is the time for your app too.
Furthermore, programmatic retargeting and advanced attribution are transforming CTV into a direct-response channel where brands can encourage user actions while maintaining TV’s expansive household-level reach. With smart TV and streaming media players (SMPs) present in 83% of U.S. households, brands can deliver targeted messages to a vast audience, ensuring their campaigns resonate across multiple viewers within a single home. Household-level targeting enhances the efficiency and effectiveness of advertising efforts, increasing return on ad spend (ROAS).
3. Personalization Wins in Retargeting
At RevX, we excel in retargeting, using ML-driven personalization to convert intent into action. With personalized ads, brands can deliver razor-sharp, hyper-targeted ads based on browsing history, purchase intent, and behavioral data, turning passive scrollers into engaged buyers. According to a global 2024 survey, 64 percent of responding consumers reported preferring to buy from brands that personalize their experience.
Picture this: A shopper checks out the latest running shoes but doesn’t buy them. Later, they see an ad featuring the same sneakers, paired with performance socks and the message, “Upgrade your run. Grab the gear built for speed!” Another user might see a different variation, highlighting a discount or a new color option. That’s ML-driven dynamic creative optimization (DCO) in action, ensuring every shopper receives the most relevant message at the perfect moment to drive engagement and conversions.
4. Live Sports and Event-Based Streaming Drive Engagement and Advertiser Demand
Live sports are fueling a shift in CTV content opportunities. Industry giants like NBCUniversal, Netflix, and Amazon Prime have secured exclusive rights to high-profile events, including the Olympics, NFL, and NBA games. Even more niche events such as college sports, NASCAR, and WWE are getting prime streaming spots.
By 2025, digital live sports viewership in the U.S. is projected to climb by 8.36%, reaching 114.1 million viewers. 2024 saw ground-breaking moves, with NBCUniversal making Olympic ad slots available on Peacock, its OTT streaming service. Why does this matter? Live sports deliver real-time, unmissable moments. Unlike on-demand shows that viewers can pause or binge later, sports fans are locked in from start to finish. This makes live sports a goldmine for advertisers.
Advertisers are jumping on to this trend, making the most of premium inventory and high engagement rates to hold audience attention. Expect brands to experiment more on CTV with live events, award shows, and comedy specials to drive deeper engagement.
5. Cookie-less Retargeting Becomes a Necessity
Previously, third-party cookies fueled retargeting by following users across the web and serving ads based on past behavior. Over the last few years, browsers such as Mozilla Firefox, Brave, among others, have phased them out, and Google plans to roll out an updated Chrome version that allows users to restrict the use of third-party cookies.
Think of third-party cookies as a GPS for advertisers. Now that their GPS is being rerouted, marketers need a new map. Universal IDs, such as Unified ID 2.0, Apple’s SKAdNetwork or AdAttributionKit, and Google’s Privacy Sandbox, are emerging as potential solutions, offering alternative ways to identify and engage users. Instead of cross-site tracking, these approaches rely on secure, consent-based data sharing and cohort-based targeting. While not a one-to-one replacement for cookies, they enable addressability in an increasingly privacy-regulated landscape.
How can brands adjust?
First-party data is now the MVP. Server-side tracking—which shifts tracking from the browser to a secure backend system—and contextual targeting will be essential for more accurate attribution and audience insights. At the same time, transparency isn’t just good practice, it’s a competitive advantage. Brands that prioritize privacy-first advertising will win consumer trust and long-term campaign success as third-party cookies fade away.
6. Multiple Retargeting Providers Maximize Campaign Efficiency
Multiple retargeting means utilizing two or more retargeting providers to run campaigns for your business. Each provider offers unique technologies, inventory, and expertise, enabling brands to access a wider audience and reduce the risk of audience fatigue.
Incorporating multiple–reliable and trustworthy–retargeting providers into your strategy gives you access to a diverse inventory, which allows for wider reach and better audience targeting. It also opens up more A/B testing opportunities. With two providers, you can test campaigns side by side, compare key metrics such as ROAS, and optimize your strategies based on performance. A/B testing is more effective across different platforms with varying audience segments, helping identify the best-performing ad combinations. This empowers you to make data-driven decisions about allocating your budget.
What’s more, combining the machine learning-powered algorithms from different providers means you can fine-tune your approach, driving better outcomes across various channels.
We expect more brands to use two or more retargeting providers to give their campaigns the competitive edge they need to stand out.
Conclusion
The digital advertising playbook is changing, and brands that adapt will come out on top in 2025. Retargeting is getting more sophisticated, AI is redefining personalization as creatives scale at an unprecedented rate enabling instant customization, and CTV is cementing itself as a must-have performance channel. Meanwhile, as identity solutions and privacy regulations continue to evolve, live sports streaming is becoming an advertising powerhouse, and marketers are rethinking their advertising strategies. Clearly, agility, precision, and a data-driven mindset will separate the winners from the rest.
We invite you to wade into the discourse and come back with a wealth of perspectives. Looking to refine your retargeting or CTV approach? Contact our RevXperts to explore data-driven and managed-service advertising solutions for your goals.
Garima Batra
Content Marketing Manager
