The news: Consumers increasingly see connected TV (CTV) ads as helpful during the holiday shopping season, according to LG Ad Solutions’ latest study. A growing number—59%—say CTV ads help guide holiday purchases, a 43% YoY spike. 

Home screen CTV ads are clicking—26% of shoppers find them helpful for purchases, up 105% YoY. For advertisers, they’re fast becoming high-impact conversion tools amid rising ad loads.

Why it’s worth watching: Viewers are becoming more savvy about CTV’s role in considering product options and informing purchasing decisions.

• 36% of CTV viewers get gift ideas from TV and streaming ads, rivaling social media (38%).
• The vast majority (89%) want CTV holiday ads to offer specific deals or promotions.
• 71% want ads tailored to their preferences and more than two-thirds (69%) want ads relevant to the content they’re watching at the moment.
• 69% want shoppable features like QR codes.

Line between content and commerce blurring: As viewers embrace ad-supported streaming and smart TV interfaces, advertisers have new tools to convert attention into action, especially during high-stakes shopping events.

• Smart TV home screens—like LG, Roku, Samsung, and Vizio—are emerging as prime real estate for shoppable ads.
• Platforms with FAST (Free Ad-Supported Streaming TV) channels are seeing more engagement as cost-conscious consumers stay home.
• Holiday shopping behaviors—early browsing, deal hunting, and post-season sales—are mirroring patterns seen during Prime Day, Black Friday, and Cyber Monday.

Our take: The rising viewer demand for personalized, deal-driven, and shoppable ads means marketers should treat CTVs as performance media. 

As holiday shopping habits extend into events like Prime Day and Cyber Monday, advertisers that align messaging, timing, and format across CTV platforms will win both attention and conversions.

Dive deeper: For a bigger picture on CTV ad opportunities and trends check out our Connected TV Forecast.