The Standards of CTV Ad Formats

Nowadays, customers' preference for connected TV is barely revolutionary. CTV is rapidly becoming the most popular streaming option for consumers worldwide, with hundreds of millions of viewers in the US alone. However, the landscape of CTV advertising is a little disorganized due to this enormous viewership and the relatively young age of CTV. Standardizing CTV ad formats and ad-selling procedures generally is crucial.

In response to this demand, IAB Tech Lab started the CTV Ad Format Idol project. The project seeks to standardize the new linked TV forms and bring order to the still chaotic CTV ad market.

The Present Situation of CTV

Traditional linear television is the foundation for the CTV ad formats that are most commonly used today, particularly for video commercials. Naturally, this includes the extra benefits of digital surroundings, such as clickability and skippability. 

Although these have been effective thus far, they do not take advantage of CTV's special characteristics. CTV can provide innovative formats and distinctive viewing experiences as a fusion of traditional TV and the digital world.

In other words, the industry is desperate for innovative yet standardized CTV ad formats. But don’t worry, IAB Tech Lab can help with this. 

Standardize CTV Ads by IAB Tech Lab

The CTV Ad Format Idol effort, started by the IAB Tech Lab, attempts to standardize fresh and creative CTV ad formats. To promote, assess, and define methods for new ad formats that work well in connected TV situations, the effort will bring together industry experts. By January 22, 2025, ad servers, networks, agencies, SSPs, publishers, and other industry participants are asked to submit their CTV ad formats for review. 

What Can We Do About It?

The precise ad formats that the project will cover are still up in the air, and we most likely won't know anything more until Q1 2025. But other formats, like pause screen advertising and brand bugs, have already been designated by the IAB Tech Lab. 

As a consumer and someone who works in the sector, I'm personally excited to see what types of improvements the project will bring about. 

Why These Standards Are Important?

Considering how quickly CTV advertising has been expanding, you may be questioning whether this standardization effort is actually required. Publishers are generating money, advertisers are reaching their target audiences—what more could we ask for?

First of all, this growth will inevitably slow down. Having too many formats reduces the number of potential buyers for publishers and forces advertisers to spend more time and resources creating and delivering ads.

Standardized formats also make it possible for advertisements to work correctly on various CTV platforms and devices, minimizing any technological difficulties that may arise. Additionally, this lays the foundation for a flawless user experience.

Finally, these new ad types will be used more widely once all formats are standardized. As a result, the landscape of CTV advertising will continue to expand. 

Use Ampliffy to Start Your CTV Journey

A few years ago was the perfect time to embrace CTV, but don’t worry, it’s not too late! The opportunity is still here, and now is the perfect moment to get started. As streaming continues to dominate the digital landscape, more advertisers and publishers are tapping into the power of CTV to reach highly engaged audiences.

With Ampliffy, you can seamlessly enter the world of Connected TV, expand your brand’s reach, and maximize ad performance. Don’t miss out, start your CTV journey today!