CTV Ad Formats: A Quick Guide to the Best Ad Types

CTV Ad Formats: A Quick Guide to the Best Ad Types

Connected TV (CTV) has become an integral part of the modern media landscape, offering advertisers a unique platform to reach their target audience in a highly engaging and immersive way. As consumers continue to shift towards streaming services and on-demand content, understanding the various CTV ad formats is crucial for creating effective and impactful advertising campaigns. In this quick guide, we will explore the best CTV ad types that can elevate your brand’s visibility and engagement in the digital era.

Interstitial Ads: Capturing Attention Between Content Breaks

Interstitial ads are designed to appear between breaks in the content, such as during a pause in a streaming session or between episodes of a series. These ads offer a seamless transition for viewers, ensuring a non-disruptive and immersive experience. By strategically placing your brand message during natural breaks, interstitial ads can capture the audience’s attention effectively.

Overlay Ads: Enhancing User Interaction with Subtle Overlays

Overlay ads are non-intrusive, semi-transparent banners or pop-ups that appear at the bottom or top of the screen while the content is playing. These ads allow viewers to engage with the brand without interrupting their viewing experience. Incorporating interactive elements like clickable buttons or links can further enhance user engagement, providing a balance between advertising and user satisfaction.

Display Ads: Static Presence in a Dynamic Environment

Similar to traditional display ads on websites, CTV display ads are static images or banners that appear on the screen during content consumption. While they lack the dynamic nature of video ads, display ads can still be effective in conveying a brand’s message through compelling visuals and concise copy. Carefully selecting the placement and timing of display ads can maximize visibility and impact.

Skippable Video Ads: Empowering Viewers with Choice

Skippable video ads give viewers the option to skip the advertisement after a few seconds, providing a user-centric approach to advertising. While some users may choose to skip, those who watch the entire ad are likely more engaged and receptive to the message. Crafting engaging and concise content is crucial for capturing attention and encouraging viewers to watch the full duration.

Non-Skippable Video Ads: Captivating Audiences with Compelling Content

Non-skippable video ads force viewers to watch the entire advertisement before returning to the content. While some users may find them less favorable, non-skippable ads offer a guaranteed opportunity for brands to deliver their complete message. Crafting visually appealing and relevant content is essential to keep viewers engaged and prevent them from disengaging during the ad.

Sponsored Content: Seamlessly Integrating Brands into the Viewing Experience

Sponsored content involves integrating a brand’s message into the actual programming or streaming content. This format allows advertisers to create a more immersive and integrated brand experience. By aligning the brand message with the content’s tone and style, sponsored content can blur the lines between advertising and entertainment, making it more palatable to viewers.

Interactive Ads: Encouraging Participation and Engagement

Interactive ads leverage the capabilities of CTV to allow viewers to interact with the content. This can include features like clickable buttons, quizzes, or polls that appear on-screen during the ad. By encouraging participation, interactive ads create a more engaging and memorable experience for viewers, fostering a deeper connection with the brand.

Dynamic Ad Insertion: Delivering Personalized Experiences

Dynamic ad insertion (DAI) enables advertisers to tailor their ads based on the viewer’s demographics, interests, and behavior. This personalized approach ensures that each viewer receives content that is relevant and engaging to them. By harnessing data-driven insights, advertisers can optimize their campaigns for maximum impact, reaching the right audience with the right message.


As the digital landscape continues to evolve, advertisers must adapt their strategies to effectively engage with audiences on connected TV platforms. By understanding the diverse range of CTV ad formats and choosing the ones that align with their campaign goals, advertisers can create compelling and memorable experiences for viewers. Whether through non-intrusive overlays, skippable video ads, or immersive sponsored content, the key is to strike a balance between brand promotion and user satisfaction, ensuring a harmonious coexistence in the world of connected TV advertising.

Ambika Taylor

Ambika Taylor

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