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In a world where consumer attention is increasingly fragmented, the advertising landscape is undergoing a seismic shift. At Element Human, we’ve always been at the forefront of understanding where audiences are spending their time and how brands can connect with them authentically. After making waves in the influencer marketing space, we’re thrilled to announce our next big move: Prime Video powered by Element Human, a simulated environment designed specifically for Connected TV (CTV).
The numbers speak for themselves. In the U.S., digital video ad spend surpassed linear TV in 2024, with digital video commanding 52% of total video ad dollars. CTV alone accounted for $22.7 billion, growing 12% year-over-year. This isn’t just a U.S. phenomenon; in the UK, broadcaster video-on-demand (BVOD)—a CTV-like category—grew to an estimated £1.1 billion in 2024, with digital video display surging by 20%.
The shift is clear: audiences are cutting the cord and embracing streaming platforms. Linear TV, once the cornerstone of advertising, is facing what some call the "spiral of death," with ad revenues declining year after year. In contrast, CTV has become a "must-buy" for advertisers, offering addressability, performance metrics, and the ability to tie into retail media strategies.
Our journey into CTV is a logical next step. Influencer marketing, which is projected to hit $10.5 billion in the U.S. by 2025, has shown us the power of connecting with audiences where they are most engaged. Just as influencers have become a cornerstone of social media strategies, CTV is becoming the go-to channel for video advertising. Both share a common thread: they are built for the modern age of addressable, measurable, and performance-driven marketing.
What sets Prime Video from Element Human apart is our methodology. We’ve designed our simulated environment to reflect the realities of today’s media consumption. Whether it’s understanding how viewers interact with ads on streaming platforms or measuring the emotional impact of creative content, our tools are built to provide actionable insights in real time.
We’re starting with pre-roll ad formats, a proven way to capture attention before content begins. But we’re not stopping there; Single Title Sponsorships are coming soon, offering brands the opportunity to align with specific shows for deeper audience engagement.
Go beyond impressions and completion rates. Understand how people actually feel about your ads before they go live.
Test, learn, and refine video assets using behavioral science and biometric feedback to ensure every frame drives attention, connection, and action.
Activate emotional insights across premium CTV inventory with our proprietary activation engine, aligning the right creative to the right audience, at the right moment.
From emotion analytics to brand uplift to downstream conversions, we close the loop on creative effectiveness making every dollar invested works harder.
Eliminate guesswork and reduce waste with a proven, agile approach that delivers better outcomes across the campaign lifecycle.
The future of CTV advertising is bright, and we’re just getting started. Next on our roadmap is Netflix, a platform that has redefined how audiences consume content. As Netflix continues to expand its ad-supported offerings, we’re preparing to bring our expertise to this space, helping brands connect with audiences in meaningful ways.
At Element Human, we’re not just observing the shift to CTV, we’re driving it. With Prime Video for Element Human and our upcoming Netflix environment, we’re committed to helping brands navigate this new era of video advertising with confidence and creativity.
