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I'm going to cut straight to it today.
If you're running any sort of e-commerce play, service business, or digital product and you're not testing Connected TV advertising yet, you're missing a massive window.
Here's why this matters right now;
Traditional Facebook and Google ad costs are getting squeezed. Everyone's piling into the same channels, CPC keeps climbing, and you're fighting for scraps of attention.
Meanwhile, CTV (that's Connected TV like Roku, smart TVs, streaming devices) is still relatively uncrowded. And the numbers are wild.
125 million people hit the Roku Home screen every single day. Not a typo. That's more daily eyeballs than most traditional TV networks could dream of.
67% of people plan to start their holiday shopping before Thanksgiving. They're already in buying mode, sitting on their sofas, watching content, and your competitors probably aren't there yet.
Which brings me to the opportunity.
Shoppers are adding to cart for the holidays
Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.
Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.
What makes CTV different from scrolling ads is attention. People are actually paying attention. They're leaning back, watching on the big screen, not half-scrolling Instagram with three other tabs open.
The data backs this up too. 64% of holiday shoppers on platforms like Roku keep buying after the holidays in what's being called "Q5." So you're not just chasing a seasonal spike, you're potentially building an audience that converts beyond December.
Now, the usual caveats apply.
This isn't some magic button. You'll need decent creative, a clear offer, and a business model where the unit economics actually work. CTV isn't cheap compared to organic social, but compared to late-stage paid search or retargeting, it's becoming competitive.
And honestly, the real value might just be in learning the channel while it's still underpriced. Same way early Facebook advertisers made a killing before everyone piled in.
The play here is straightforward. If you've been thinking about testing CTV but the barrier felt too high, there are promotions running right now through the holiday season that make it more accessible. But I'd imagine the inventory gets tighter as we get closer to Christmas.
Not for everyone, but if you've got the budget and you're already spending on paid acquisition, it's worth considering.
Lewis
P.S. One more thing. If you do test this, would genuinely love to hear how it goes. I'm tracking which opportunities from the newsletter actually convert into wins for people. Just hit reply and let me know.