CTV Ad Formats Explained

If you’ve ever streamed a show and wondered how advertisers fit their messages seamlessly into the experience, you’ve already seen the power of Connected TV advertising in action.

But not all CTV ads are created equal. From pre-roll videos to interactive overlays, each format serves a different purpose — and knowing how they work helps advertisers make smarter decisions about creative, placement, and budget.

This guide explains the most common CTV ad formats, how they function, and when to use each one.

Standard video ads are the foundation of CTV advertising. These are the familiar spots that play before, during, or after streaming content — similar to commercials on traditional TV.

Most CTV ads fall into one of three categories:

Standard ads are typically 15 or 30 seconds long and run full-screen with sound. They’re non-skippable, ensuring the message is fully viewed.

Because they replicate the traditional TV experience while adding digital precision, standard video ads are the most widely used and effective format for reach and brand awareness.

Example:

A national retailer runs a 30-second ad before episodes of a lifestyle show on a streaming app. The ad reaches viewers watching on Smart TVs, ensuring high completion rates and big-screen visibility.

Interactive video ads take the standard format a step further by allowing viewers to engage directly from their remote or device.

These ads can include prompts such as:

Interactive ads work best when paired with a clear, low-effort call to action. They turn passive viewers into participants, bridging the gap between awareness and conversion.

Example:

A car brand runs a 15-second ad featuring a QR code that links to a virtual showroom. Viewers scan it during the ad break to explore models on their phones without leaving the TV app.

Pause ads appear when a viewer hits the pause button during streaming content. Instead of displaying a static pause screen, the platform shows a subtle branded image or message in the corner of the screen.

Pause ads are non-intrusive and contextually relevant — they appear only when the viewer chooses to stop playback, not during active watching.

They’re ideal for brand recall and top-of-funnel awareness, as they create gentle exposure without disrupting the experience.

Example:

A coffee brand places a pause ad showing its logo and the line “Take a break with something bold.” It appears whenever viewers pause their show, delivering exposure during natural moments of attention.

Overlay ads, also known as lower-third banners or display overlays, appear on top of streaming content without interrupting playback.

They’re typically small, semi-transparent graphics that include a brand logo, tagline, or promotional message. These ads can be static or animated and often appear for a few seconds before fading out.

Overlay ads work well for frequency and subtle reminders, though they’re less effective for storytelling.

Example:

A food delivery app displays a banner at the bottom of the screen during a cooking show. The ad reads, “Order ingredients now with FreshCart,” prompting action while viewers watch recipes unfold.

Before viewers even start watching, many streaming platforms feature ads directly on their home screens or navigation menus.

Home screen placements promote content or brands in highly visible positions, such as:

These placements don’t interrupt viewing and offer guaranteed visibility before the user begins streaming.

Example:

A movie studio promotes its new release by sponsoring a top-row placement on a streaming app’s home screen for one week, ensuring millions of impressions as users browse for something to watch.

Some publishers allow brands to integrate directly into the viewing experience with sponsored programming, custom content blocks, or branded FAST channels.

These formats go beyond traditional ad breaks and create a full-branded environment for storytelling. They often blend long-form content with promotional messaging.

Example:

A travel company partners with a streaming network to create a “Discover the Coast” branded channel featuring short travel documentaries, each presented by the brand with subtle product placements and mid-roll ads.

The fastest-growing category in CTV is shoppable advertising — ads that bridge the gap between viewing and buying.

By adding a QR code or on-screen call-to-action, these ads invite viewers to engage instantly using their smartphones. This creates a direct response moment in a traditionally passive channel.

Shoppable ads are becoming increasingly popular for retail, entertainment, and subscription-based brands because they connect awareness directly to measurable conversions.

Example:

A skincare company runs a 20-second ad featuring real customers. At the end, a QR code appears with “Shop Now,” driving traffic to the brand’s website and tracking how many viewers scanned from the TV.

Each ad format serves a different role in the viewer journey. Standard video ads build reach. Interactive and shoppable ads drive engagement. Overlay and pause ads reinforce awareness. Sponsored content builds long-term brand equity.

The best CTV strategies often combine several formats to create a full-funnel experience — one that builds familiarity, encourages action, and strengthens recall across multiple viewing moments.

The key is to match your format to your objective:

When used together, these formats make Connected TV one of the most versatile and impactful advertising channels available today.