Connected TV and NewFronts

The 2026 NewFronts showcased the maturation of connected TV advertising with three dominant themes: performance TV capabilities, creator-led content strategies, and innovative ad formats like pause ads. CTV shopping experiences received particular attention, with YouTube, Amazon, and Vizio all highlighting shoppable formats that blur the line between content and commerce. This convergence of performance marketing and premium video environments reflects advertisers' demand for measurable outcomes from TV budgets traditionally focused on brand awareness.

The emphasis on creators at NewFronts aligns with broader industry shifts, as AI-powered influencer discovery tools are transforming how agencies identify and cast talent. Warner Bros. Discovery's Steinhauser noted that while agentic AI remains early stage, it's gaining meaningful momentum in content and advertising workflows. The combination of CTV's targeting capabilities, creator authenticity, and new engagement formats like pause ads represents the industry's answer to fragmented attention and the need for both performance and brand-building in a single channel.