TripleLift’s Architecture of Attention Report: Why Non Standard CTV Is The New Standard For Impact
Connected TV has crossed its tipping point long ago. Streaming overtook linear and cable TV viewing in the U.S. for the first time in May 2025, and ad-supported programming now claims nearly three-quarters of all viewing time. Yet the creative running inside these ads hasn't caught up. Almost half (49%) of CTV ad units are still traditional 15- and 30-second spots, built for the analog era.
TripleLift's new report, The Architecture of Attention, digs into why the CTV ad experience is still stuck in the 80s despite its enormous potential and how nonstandard, high impact formats are becoming the baseline for what performs.
Inside the report, you’ll discover key insights driving the future of CTV advertising:
Overcoming Market Fragmentation: How fragmented publisher specs across major streaming platforms create technical friction and stall investment in high-converting, creative ad formats.
Unlocking Programmatic Efficiency: How executing campaigns through a single SSP eliminates entry barriers, saving buyers up to 15% on data costs, yielding $425K in savings over three years according to Forrester TEI report commissioned by TripleLift..
Maximizing Performance & ROI: Why innovative formats drive undeniable results. In a recent case study, a global beer brand pairing Pause Ads with standard CTV spots achieved an astonishing 11x lift in brand awareness over industry benchmarks, alongside double-digit growth in purchase intent and brand recommendation.
Want the full data set, case studies, and a practical checklist for scaling nonstandard CTV in 2026?
Download the full Architecture of Attention report to see exactly where the opportunity lies, and how to act on it.
