Meta is pushing its performance advertising machine onto connected TV screens, chasing the last major channel it does not dominate.
Meta is extending its performance advertising engine onto connected television, targeting the biggest screen in the home as its next growth channel.
The move signals a shift from social feeds to living rooms. Meta already dominates mobile and is on track to overtake Google in total digital ad revenue this year. CTV is the logical next frontier: a high-attention, brand-safe environment where performance measurement has historically been weak.
Estimated US CTV ad spend in 2026, up 20% year-on-year
Why it matters
For Australian advertisers running Meta campaigns, this changes the planning conversation. Meta's strength has always been its targeting and measurement stack. Bringing that to CTV means advertisers could soon run full-funnel campaigns, from awareness on the television to conversion on mobile, inside a single platform.
The timing matters too. Australian CTV adoption is accelerating. BVOD audiences are growing as free-to-air networks push their streaming apps. If Meta can offer the same granular targeting on CTV that it provides on Instagram and Facebook, it becomes a serious competitor to the local BVOD sales houses.
This also puts pressure on Google's YouTube CTV position. YouTube has owned the performance-CTV intersection for years. Meta entering the space forces a price and feature war that benefits advertisers.
What to do about it
If you are running Meta campaigns with video creative, start thinking about CTV-ready formats now. Vertical mobile video does not translate to a 16:9 living room screen. Build horizontal hero cuts of your best-performing creative so you are ready when the inventory opens.
Watch for beta access announcements in the coming months. Early movers on new Meta placements consistently see lower CPMs before competition catches up.