At Butler/Till, staying ahead of industry shifts is a must. That’s why we attend events like the IAB NewFronts every year: to bring our clients the latest insights, innovation, and inspiration from across the media landscape. From evolving viewer habits to the rise of interactive CTV formats, this year’s NewFronts made it clear that the convergence of content, commerce, and culture is accelerating. And for marketers who want to lead, now is the time to pay attention and lean in.
Here are our top takeaways from the 2025 IAB NewFronts:
Content + Discovery Are Everything
If there were two words that dominated the stage this year, they were “discovery” and “content.” Publishers and platforms alike emphasized how they’re helping viewers discover new programming—and how advertisers can meet audiences in those critical decision-making moments.
Smart TV giants like Vizio, LG, and Samsung showcased the importance of the homescreen as the new front door for TV. With users spending more time browsing than ever, these platforms are refining the discovery experience and positioning it as prime ad real estate.
FAST Is Still Growing
Free Ad-Supported Streaming TV (FAST) continues to surge, with nearly every major platform announcing new or expanded FAST offerings. We saw high-profile appearances from the Jonas Brothers on Samsung to 50 Cent with LG, underscoring the investment in exclusive, buzzworthy content.
These channels aren’t just filler but rather they’re becoming premium destinations for live sports, original series, and creator-driven storytelling. Tubi, for example, spotlighted its breakthrough originals that resonate with younger audiences across screens.
The Big Screen Is Getting More Social
The convergence of video and social was a standout trend. We’re now seeing social-native formats like carousels show up on connected TVs, and content creators launching their own FAST channels.
This fusion is reshaping both content strategy and media planning. To succeed, brands will need an integrated approach—one that’s platform-fluid and speaks to the way consumers toggle between screens, scrolls, and streams.
CTV Is No Longer Just for Awareness
CTV has officially entered the full-funnel marketing chat. With CPA/CPI buying models, shoppable ad units, and interactive formats, advertisers are now using connected TV to drive performance outcomes, not just awareness.
Partners like Google emphasized the importance of reaching viewers in the right moment, whether they’re streaming, scrolling, searching, or shopping. At Butler/Till, we’ve already started leaning into these capabilities, and the opportunity to expand, especially in local sports and live content, is massive.
Viewer-First Is the New Standard
There’s a clear shift happening: ad experiences are becoming more personalized, contextual, and respectful of the viewer journey. Tools like Tubi Scenes and LG’s AI-generated insights are driving smarter targeting that enhances rather than interrupts. As this evolution continues, owning your creative strategy and aligning it with platforms that prioritize meaningful engagement will be critical.
TV Is Becoming an Experience Hub
It’s not just about watching TV anymore—it’s about doing. Whether it’s live sports, gaming, shopping, or storytelling, today’s TVs are transforming into multi-modal experience hubs.
Samsung, for example, is leaning into this “Total Play” philosophy, blending entertainment and utility in one screen. This aligns well with our own strategy: treating media as an invitation to engage, not just consume.
Representation and Purpose Are Table Stakes
More than ever, content is being shaped by identity, inclusion, and culture. Platforms like Revry and Estrella are leading with purpose-first programming that reflects diverse audiences—and providing brands with authentic ways to connect.
As a women-owned, employee-owned B Corp, we’re proud to see the industry embracing purpose not just as a trend, but as a business imperative.
Final Thought: Staying Curious, Staying Ahead
Events like the NewFronts remind us why we show up, not just to listen, but to lead. At Butler/Till, we believe innovation doesn’t happen in isolation. It happens when you stay open to what’s next and bring it all back to the work we do for our clients.
We’ll keep watching, experimenting, and evolving—so you don’t have to.
Contributors: Gina Whelehan, Andrew McClelland, Dominic Frezza, Paula Janowsky, Stacie Smith
