Adoption accelerates when tools deliver demonstrable improvements in professional video quality: lower artifact rates, better depth mapping, and reliable lip-sync for dialogue-driven pieces. Production teams evaluate benchmarks like 4K photorealism, temporal coherence improvements from WAN 2.5, and the ability to animate still images into videos with believable parallax. A recommended QA checklist includes testing for tension in motion, handling complex elements such as towering robots or a mushroom cloud scene without introducing distortions, and validating golden hour lighting preservation. Teams should also test audio integration, ensuring that audio output aligns with visual motion while supporting multiple languages for multilingual content. When measuring ROI, track production time savings, engagement lift on platform-optimized edits, and the reduction in manual rotoscoping.

Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.

Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.

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