WHICH CTV FORMATS EXIST – AND WHAT REALLY WORKS

Author: Isabel Holz (Account Director - esome)

Connected TV has long established itself as a key player in digital marketing. But not all CTV is the same — the formats vary significantly in impact, purpose, and usage.
While classic spots remain the foundation of many Connected TV campaigns, newer formats like Pause Ads or Sponsored Tiles open up exciting opportunities for brands to capture viewer attention more effectively on streaming platforms.

Here are three popular CTV formats – and what makes them so effective.

1.) Classic Spots: Pre-Roll and Mid-Roll

The best-known CTV ad formats are classic video ads such as Pre-Rolls and Mid-Rolls. They work similarly to traditional TV advertising: a spot runs before or during a movie or series.

The big advantage is high viewer attention – audiences are focused and actively watching. Short, unskippable spots between 6 and 15 seconds have proven particularly effective. They barely disrupt the flow of content but still allow enough time for a clear message.

However, too many or overly long Mid-Rolls can quickly become irritating, especially when they interrupt a gripping show. The key lies in balance and relevance – two essential success factors for any CTV campaign.

2.) Subtle yet Effective: Pause Ads

Slightly more subtle, but often surprisingly effective, are Pause Ads. These appear when viewers pause content – for example, to grab a drink. In that moment, the smart TV screen turns into an ad space: usually showing a static brand image or product visual.

This format doesn’t feel intrusive because it doesn’t block the actual content – yet it reaches viewers at a moment of full attention. As a result, its impact is often higher than expected.

An added bonus: integrated QR codes can direct interested viewers straight to a website or landing page – creating a seamless bridge between CTV and digital engagement.

3.) Visible Within the Interface: Billboards and Sponsored Tiles

Billboards and Sponsored Tiles are also becoming increasingly common. These are prominent placements within a streaming platform’s interface – for instance, on the home screen, while browsing content, or as large-format branding within menus.

Such placements are excellent for reach and brand awareness. They’re eye-catching without being disruptive, making them ideal for promoting a new movie release, event, or product launch.

The main challenge is creative execution: the message needs to be instantly clear and visually striking, as there’s little space for explanation. Brands that get this right benefit from strong visibility and daily brand presence in a highly relevant context.

Conclusion: Relevance and Timing Are Key

The success of Connected TV advertising doesn’t depend solely on the format, but on the right combination and timing.

Brands that combine classic video ads with Pause Ads or interface placements can build both reach and brand engagement – without disrupting the viewing experience.

It’s important not to treat CTV like traditional television. Instead of simply repurposing TV commercials, advertisers should understand the medium and tailor their storytelling to the logic of streaming platforms.

Because Connected TV isn’t linear TV – it’s a dynamic, interactive space where advertising should be just as smart as the devices it runs on.