CES has long been a showcase for innovation, but this year the most important advertising developments were less about breakthrough devices and more about how the ecosystem around premium video is evolving. Across conversations on connected TV (CTV), AI, retail media, and measurement, a consistent theme emerged: the future of advertising is being shaped by stronger signals, not louder noise. For advertisers navigating a fragmented media landscape, these shifts point to a more intentional, more accountable, and more brand-centric approach to TV advertising.
Here are the five biggest takeaways from CES 2026:
CTV Is the Center of Gravity for Premium Video
CES reinforced that CTV is no longer just a complement to traditional TV, but a strong contributor to overall campaign success. The TV screen continues to unify reach, storytelling, and outcomes in a way no other channel can match. As audiences spend more time streaming, advertisers are increasingly planning premium video holistically across screens, rather than separating traditional and digital video into distinct silos.
What stood out this year was how consistently new innovations like AI-powered optimization, shoppable experiences, or advanced audience targeting were anchored to the television screen. CTV and addressable TV are becoming the connective layer between brand-building and performance, delivering scale while maintaining the quality and impact advertisers expect from multiscreen television.
AI Is Changing How Brands Are Discovered
AI was a dominant topic at CES, but the most meaningful implication for advertisers lies in discovery rather than automation. As AI-powered systems increasingly influence recommendations, search results, and consumer decision-making, brand visibility now depends on more than just targeting precision.
Strong, well-established brands provide clearer signals to AI models, making them more likely to be surfaced when consumers are exploring options or expressing intent. In this environment, brand investment supports not only awareness and consideration, but also algorithmic recognition.
For advertisers, this elevates the role of premium video. High-quality TV environments help establish the consistency and credibility that AI systems increasingly reward.
Retail Media Is Extending into the TV Ecosystem
Retail media continued to gain momentum at CES, with a notable shift in how it is positioned. Rather than being confined to on-site performance tactics, retailers are extending their data into off-site channels, especially CTV, to support upper- and mid-funnel advertising.
This evolution positions retail media as a powerful data layer that links exposure to outcomes. When combined with premium video, retail data helps advertisers understand how TV drives real-world behavior, from online engagement to in-store sales.
The result is a more connected ecosystem where TV delivers scale and storytelling, while retail media provides more accountability.
Measurement Is Advancing Beyond Impressions
Another takeaway from CES was the industry’s continued move away from impression-based success metrics. Conversations increasingly focused on attention, incrementality, and business outcomes, reflecting a growing consensus that exposure alone is no longer sufficient.
This shift is especially relevant for TV and CTV, where advertisers expect both brand impact and measurable results. Advanced measurement frameworks are helping validate the role of premium video across the funnel, reinforcing TV’s value in driving meaningful outcomes.
Brand Is Becoming a Performance Advantage
Perhaps the most important takeaway from CES is that brand strength is increasingly an operational advantage for brands of all sizes. Strong brands are easier to recognize, easier to recommend, and more efficient to grow. In an AI-driven ecosystem, brand equity improves performance by reducing friction across discovery, conversion, and optimization.
For advertisers, this reinforces a familiar truth with new urgency: investing in brand is not at odds with performance; it enables it.
Looking Ahead
The advertising insights from CES point to a future where premium video, data, and measurement work together more seamlessly. As TV continues to evolve, success will depend on building durable brands, leveraging high-quality environments, and measuring what truly matters.
In a world of increasing automation and choice, premium TV remains a powerful way for brands to be seen, recognized, and chosen.
To learn more about leveraging premium TV to grow your brand, contact us today.
