--- title: "The Shifting Media Landscape: Why Businesses Should Prioritize CTV and Radio Advertising" description: Discover why CTV and radio outperform search ads in 2024. Learn how businesses can maximize reach, engagement, and ROI in a shifting media landscape. image: https://i-crafters.com/hubfs/ARC-wide-6.jpeg --- [Skip to content](https://www.getdspconnect.com/blog/the-shifting-media-landscape-why-businesses-should-prioritize-ctv-and-radio-advertising#main-content) [![DSP Connect Logo](https://www.getdspconnect.com/hs-fs/hubfs/DSP%20Connect%20Logo.png?width=100&height=100&name=DSP%20Connect%20Logo.png)](https://getdspconnect.com) - [Home](https://www.getdspconnect.com) - [How We Compare](https://www.getdspconnect.com/platform-comparisons-dsp-connect) - Resources Show submenu for Resources - Client Log In - [Help Desk](https://helpdesk.getdspconnect.com/en) - [Affiliates](https://getdspconnectcom-998a.endorsely.com/) Open main navigation Close main navigation - [Home](https://www.getdspconnect.com) - [How We Compare](https://www.getdspconnect.com/platform-comparisons-dsp-connect) - Resources Show submenu for Resources - Client Log In - [Help Desk](https://helpdesk.getdspconnect.com/en) - [Affiliates](https://getdspconnectcom-998a.endorsely.com/) - [Get Started →](https://portal.getdspconnect.com/launch-client.html) [Get Started →](https://portal.getdspconnect.com/launch-client.html) [All posts](https://www.getdspconnect.com/blog/all) March 17, 2025 # The Shifting Media Landscape: Why Businesses Should Prioritize CTV and Radio Advertising By  [Influence Crafters](https://www.getdspconnect.com/blog/author/influence-crafters)  ·  4 minute read Digital advertising is undergoing a major transformation, with businesses experiencing diminishing returns on **Google search-based advertising** and increasing effectiveness from [**Connected TV (CTV) and radio advertising**](https://www.getdspconnect.com/). The decline in **Google search traffic to external websites**, coupled with the growth of **CTV and radio audiences**, indicates a shift in consumer behavior that businesses must account for in their marketing strategies. Today we will examine data from **Search Engine Land** and **Nielsen**, highlighting how **CTV and radio outperform search-based advertising** in audience engagement, cost efficiency, and return on investment (ROI). ## **Declining Effectiveness of Google Search Advertising** One of the most significant trends in digital marketing is the **decline of external traffic from Google search**. According to a **zero-click search study by SparkToro**, nearly **60% of all Google searches in the U.S. and EU result in no clicks** to external websites (Goodwin). This means that the majority of users either find answers directly in Google's **AI-generated summaries, featured snippets, and Google-owned properties (YouTube, Google Maps, etc.)**, or refine their queries without visiting an external page. Additionally, **only 36% of clicks from Google searches go to the open web**, while nearly **30% of clicks remain within Google’s own ecosystem** (Goodwin). This shift indicates that businesses relying on **search engine optimization (SEO) or paid search ads** are seeing reduced visibility, increased competition, and lower conversion rates. Furthermore, **advertising costs on Google have risen significantly** due to increased competition and algorithmic changes. The [cost-per-click (CPC) for **Google Ads has increased year over year**](https://www.getdspconnect.com/blog/beyond-clicks-how-radio-advertising-fuels-online-performance), making it more expensive for businesses to achieve the same results they once did. As search ads become costlier and less effective, businesses must explore alternative **high-ROI advertising platforms** like CTV and radio. ## **The Rise of Connected TV (CTV) as an Advertising Powerhouse** Unlike traditional linear television, **CTV offers digital targeting capabilities** similar to online advertising while maintaining **high audience engagement**. According to **Nielsen**, **CTV has accounted for over 36% of total TV usage in the U.S. since mid-2023** (Nielsen, *Amid the Fragmented TV Landscape*). The adoption of **CTV devices has surged, now reaching 75% of U.S. households**, compared to **just 58% in 2020** (Nielsen). This shift is particularly **pronounced among younger audiences**: - **80.2% of 12-17-year-olds’ total TV usage is on CTV.** - **73.6% of 21-34-year-olds’ total TV usage is on CTV.** - **56.8% of 25-54-year-olds’ total TV usage is on CTV** (Nielsen). These figures indicate that **CTV is now the dominant platform for reaching key consumer demographics**, particularly **millennials and Gen Z**, who are increasingly disengaging from traditional TV and even social media advertising. Another major advantage of CTV advertising is **higher engagement and ad recall**. Unlike **Google search ads**, which users can scroll past, or **social media ads**, which can be skipped, **CTV ads are full-screen, non-skippable, and play before or during premium content**. Additionally, **CTV advertising allows for advanced audience targeting**, including **geolocation, behavioral data, and past viewing history**, making it significantly more effective than the broad targeting of traditional TV. **Marketers are recognizing the value of CTV, with 45% of advertising budgets being shifted to CTV in 2023** (Nielsen, *Annual Marketing Report*). As **advertising budgets shift away from search and traditional TV**, businesses that invest in CTV will benefit from **higher visibility and improved audience engagement**. ## **The Unmatched Effectiveness of Radio Advertising** While CTV is capturing digital advertising budgets, **radio remains one of the most effective and cost-efficient advertising mediums**. According to **Nielsen**, **91% of U.S. adults listen to AM/FM radio weekly**, making it the **most widely consumed traditional media format after digital** (Nielsen, *National Radio Report*). Additionally, **radio listening is less fragmented than digital platforms**, allowing for a **consistent and engaged audience**. Radio advertising is particularly beneficial for **local businesses**, as it reaches consumers **at critical decision-making moments**—while they are **driving, commuting, shopping, or at work**. Compared to **Google search ads**, which only appear when a user actively searches, **radio ads create brand awareness before a need arises**, increasing the likelihood that listeners **remember and choose a business when making a purchase decision**. **Studies show that radio advertising delivers a 60% higher brand recall rate than social media ads** (Edison Research). Furthermore, **radio ad campaigns have been shown to drive a 22% increase in foot traffic to brick-and-mortar stores** compared to digital-only campaigns (BIA Advisory Services). Additionally, **radio advertising is significantly more cost-effective than digital search advertising**. Businesses typically see **a return of $6 in revenue for every $1 spent on radio ads**, making it one of the **highest-ROI advertising channels available** (Radio Advertising Bureau). ## **The Case for Combining CTV and Radio Advertising** Given the **declining effectiveness of Google search advertising** and the **growing impact of CTV and radio**, businesses should consider an **integrated advertising approach** that leverages the **strengths of both platforms**. 1. **CTV provides high-quality, visual storytelling and audience targeting** to engage potential customers in a **digital, non-skippable format.** 2. **Radio reinforces brand awareness and recall**, ensuring that businesses remain **top-of-mind at the moment of purchase**. By combining CTV’s **precise audience targeting** with **radio’s unmatched local reach and influence**, businesses can create a **high-impact advertising strategy** that outperforms **Google search ads and social media advertising**. ## **A Strategic Shift Away from Google Search Ads** The data from **Search Engine Land** and **Nielsen** clearly illustrate a **major transformation in media consumption**. **Google search advertising is no longer a guaranteed source of web traffic**, as nearly **60% of searches end without clicks**, and **Google is prioritizing its own ecosystem over external websites**. At the same time, **CTV and radio are emerging as dominant advertising platforms**, providing **higher engagement, greater audience reach, and better ROI**. For businesses seeking **effective, scalable, and measurable advertising**, investing in **CTV and radio is a smarter strategy** than relying solely on **Google search and paid search ads**. By shifting ad budgets toward **CTV and radio**, companies can achieve **better brand awareness, stronger consumer engagement, and improved overall marketing performance**. ### **Works Cited** BIA Advisory Services. *Radio Advertising Trends and ROI Analysis*, 2023. Edison Research. *Radio and Audio Media Report*, 2024. Goodwin, Danny. "Nearly 60% of Google Searches End Without a Click in 2024." *Search Engine Land*, 2 July 2024, https://searchengineland.com/nearly-60-of-google-searches-end-without-a-click-in-2024. Nielsen. *Amid the Fragmented TV Landscape, Time Spent with Content Is the Best Planning Data There Is*, 2024, [https://www.nielsen.com/insights/2024/amid-the-fragmented-tv-landscape-time-spent-with-content-is-the-best-planning-data-there-is](https://www.nielsen.com/insights/2024/amid-the-fragmented-tv-landscape-time-spent-with-content-is-the-best-planning-data-there-is). Nielsen. *Annual Marketing Report: CTV and Digital Trends*, 2023. Nielsen. *National Radio Report: U.S. Media Consumption Trends*, 2024. Radio Advertising Bureau. *The ROI of Radio Advertising for Businesses*, 2023. SparkToro. *Zero-Click Search Trends and Search Engine Traffic Analysis*, 2024. Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://www.getdspconnect.com/blog/the-shifting-media-landscape-why-businesses-should-prioritize-ctv-and-radio-advertising) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://www.getdspconnect.com/blog/the-shifting-media-landscape-why-businesses-should-prioritize-ctv-and-radio-advertising) [twitter icon](https://twitter.com/intent/tweet?url=https://www.getdspconnect.com/blog/the-shifting-media-landscape-why-businesses-should-prioritize-ctv-and-radio-advertising) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://www.getdspconnect.com/blog/the-shifting-media-landscape-why-businesses-should-prioritize-ctv-and-radio-advertising) [envelope icon](mailto:?body=https://www.getdspconnect.com/blog/the-shifting-media-landscape-why-businesses-should-prioritize-ctv-and-radio-advertising) ## Related posts [![The Science Behind Effective TV and Radio Ads](https://i-crafters.com/hubfs/TV%20advertising%20for%20local%20businesses%20Radio%20advertising%20benefits%20Local%20business%20marketing%20strategy%20%28300%20x%20175%20px%29%20%281200%20x%20628%20px%29%20%281%29.png)](https://www.getdspconnect.com/blog/the-science-behind-effective-tv-and-radio-ads) [TV Advertising](https://www.getdspconnect.com/blog/tag/tv-advertising) ### [The Science Behind Effective TV and Radio Ads](https://www.getdspconnect.com/blog/the-science-behind-effective-tv-and-radio-ads) [![](https://i-crafters.com/hubfs/TV%20advertising%20for%20local%20businesses%20Radio%20advertising%20benefits%20Local%20business%20marketing%20strategy%20%28300%20x%20175%20px%29%20%281200%20x%20628%20px%29%20%282%29.png)](https://www.getdspconnect.com/blog/why-tv-and-radio-advertising-still-work-for-local-businesses) [TV Advertising](https://www.getdspconnect.com/blog/tag/tv-advertising) ### [Why TV and Radio Advertising Still Work for Local Businesses](https://www.getdspconnect.com/blog/why-tv-and-radio-advertising-still-work-for-local-businesses) [![How Local Businesses Can Use TV and Radio to Outshine Big Brands](https://i-crafters.com/hubfs/TV%20advertising%20for%20local%20businesses%20Radio%20advertising%20benefits%20Local%20business%20marketing%20strategy%20%28300%20x%20175%20px%29%20%281200%20x%20628%20px%29%20%283%29.png)](https://www.getdspconnect.com/blog/how-local-businesses-can-use-tv-and-radio-to-outshine-big-brands) [TV Advertising](https://www.getdspconnect.com/blog/tag/tv-advertising) ### [How Local Businesses Can Use TV and Radio to Outshine Big Brands](https://www.getdspconnect.com/blog/how-local-businesses-can-use-tv-and-radio-to-outshine-big-brands) **Access** [Help Desk](https://helpdesk.getdspconnect.com/en) Client Login [Affiliate Signup](https://getdspconnectcom-998a.endorsely.com/) **Comparison** [DSP Connect vs StackAdapt](https://www.getdspconnect.com/dsp-connect-vs.-stackadapt) [DSP Connect vs Google DV360](https://www.getdspconnect.com/dsp-connect-vs-google-dv360) [DSP Connect vs The Trade Desk](https://www.getdspconnect.com/dsp-connect-vs-the-trade-desk) [DSP Connect vs Choozle](https://www.getdspconnect.com/dsp-connect-vs-choozle) [DSP Connect vs Amazon DSP](https://www.getdspconnect.com/dsp-connect-vs-amazon-dsp) [DSP Connect vs Basis Technologies](https://www.getdspconnect.com/dsp-connect-vs-basis-technologies) [DSP Connect vs Simpli.fi](https://www.getdspconnect.com/dsp-connect-vs-simpli.fi)   **Site Navigation** [Sitemap](https://i-crafters.com/sitemap.xml) [Policies & Procedures](https://i-crafters.com/policies-procedures-influence-crafters) [Privacy Policy](https://i-crafters.com/privacy-policy-influence-crafters)     [![DSP Connect Logo](https://www.getdspconnect.com/hs-fs/hubfs/DSP%20Connect%20Logo.png?width=150&height=150&name=DSP%20Connect%20Logo.png "DSP Connect Logo")](https://i-crafters.com/logo.png) Execute across premium inventory with targeting, retargeting, and full attribution in one platform. [linkedin-in icon](https://www.linkedin.com/company/influencecrafters) [twitter icon](https://twitter.com/InCrafters1) [instagram icon](https://www.instagram.com/incrafters/) [Follow us on Facebook](https://www.youtube.com/channel/UCYuwOdcS5rS17WtQZRqBFug) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Influence Crafters", "url" : "https://www.getdspconnect.com/blog/author/influence-crafters" }, "dateModified" : "2025-03-17T09:00:00.436Z", "datePublished" : "2025-03-17T09:00:00.000Z", "headline" : "The Shifting Media Landscape: Why Businesses Should Prioritize CTV and Radio Advertising", "image" : [ "https://i-crafters.com/hubfs/ARC-wide-6.jpeg" ], "mainEntityOfPage" : { "@id" : "https://www.getdspconnect.com/blog/the-shifting-media-landscape-why-businesses-should-prioritize-ctv-and-radio-advertising", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.getdspconnect.com/hubfs/DSP%20Connect%20Loading%20FaviconLogo%20(100%20x%20100%20px)-1.png" }, "name" : "DSP Connect" } } ``` ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Influence Crafters" }, "dateModified" : "2025-03-12", "datePublished" : "2025-03-12", "description" : "Discover why CTV and radio outperform search ads in 2024. Learn how businesses can maximize reach, engagement, and ROI in a shifting media landscape.", "headline" : "The Shifting Media Landscape: Why Businesses Should Prioritize CTV and Radio Advertising", "mainEntityOfPage" : { "@id" : "https://i-crafters.com/blog", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://i-crafters.com/logo.png" }, "name" : "Influence Crafters" }, "url" : "https://i-crafters.com/blog/the-shifting-media-landscape-why-businesses-should-prioritize-ctv-and-radio-advertising" } ``` ```json { "@context" : "http://schema.org", "@type" : "Article", "author" : { "@type" : "Person", "name" : [ "Influence Crafters" ], "url" : "https://www.getdspconnect.com/blog/author/influence-crafters" }, "datePublished" : "2025-03-17T09:00:00+0000", "description" : "Discover why CTV and radio outperform search ads in 2024. Learn how businesses can maximize reach, engagement, and ROI in a shifting media landscape.", "headline" : "The Shifting Media Landscape: Why Businesses Should Prioritize CTV and Radio Advertising", "image" : "https://i-crafters.com/hubfs/ARC-wide-6.jpeg", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://i-crafters.com/hubfs/Influence%20Crafters%20Logo.png" }, "name" : "Influence Crafters" }, "url" : "https://www.getdspconnect.com/blog/the-shifting-media-landscape-why-businesses-should-prioritize-ctv-and-radio-advertising" } ```