While your existing online video creative assets can be adapted for CTV (see CTV ad format guidelines), it is important to ensure that the story telling and calls to action are crafted for viewers who aren't actively browsing or primed to click. Your ad needs to capture attention and deliver its message effectively in a short window. The quality and clarity of your creative directly influence brand lift, attention metrics, and downstream engagement.
With the right combination of format and creative strategy, CTV can deliver TV-scale storytelling with the precision of digital targeting. These best practices will help your ads stand out and drive action:
- Capture Attention Immediately (First 3–6 Seconds): Viewers decide quickly if an ad is relevant. Hook them early with impactful visuals, prominent branding (logo, brand colors), and a compelling reason to keep watching. Ensure your brand and core message are understood almost instantly.
- Leverage Audio and Visual Reinforcement: Clearly communicate your key takeaways using a compelling voiceover and reinforce them with on-screen text. This dual approach ensures your message resonates, even with muted playback (though less common on CTV) or divided attention.
- Adhere to Platform Length Guidelines: Most CTV platforms recommend ad lengths between 15 and 30 seconds. Videos that exceed ideal lengths may incur higher serving costs or be restricted to limited inventory pools.
- Drive Action with a Clear Call to Action (CTA): Explicitly tell the viewer what you want them to do next. Whether it's "Visit our website," "Scan the QR code," "Download our app," or "Shop now," include your CTA both visually (on-screen text, QR code) and in the voiceover for maximum impact. If using QR codes, ensure they are clearly visible and embedded directly within the creative.
- Maintain Unwavering Brand Consistency: Ensure your logos, brand colors, typography, tone of voice, and core messaging are aligned across all your CTV creatives. Consistency reinforces brand recall and helps returning viewers instantly recognize your brand and its message.
- Optimize for Visual Storytelling (Even with Sound On): While CTV ads are typically played with sound on, designing for strong visual storytelling is crucial. Your visuals and on-screen text should be capable of conveying the key message independently, preparing for any scenario and enhancing comprehension even when audio is present.
CTV Ad Example
Creative Testing & Iteration
Just like web and social channels, CTV campaigns benefit significantly from testing multiple creative variations. To maintain strong performance and discover what resonates best with your audience, consider experimenting with:
- Different hooks: Test various approaches in the first few seconds to capture viewer attention.
- Varying Calls to Action (CTAs): Experiment with different CTAs and how they are presented.
- Product Shots: Showcase different product visuals or angles.
- Regional Versions: Tailor creatives to local audiences with specific messaging or imagery.
- Seasonal or Time-Sensitive Creatives: Align your ads with holidays, events, or specific timeframes.
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Creative Refresh: Regularly refreshing your creatives is crucial for sustained campaign success. While there are no rigid rules due to varying campaign factors, consider the following guidelines:
- Evergreen Campaigns: For ongoing campaigns, aim to refresh your creatives at least once a quarter.
- Performance Monitoring: Customers should closely monitor key performance indicators (KPIs) such as Video Completion Rate (VCR), site visits, and conversions. A noticeable drop in these metrics can indicate that it's time for a creative refresh to ensure performance remains consistent.
Need Expert Help with Your CTV Creative?
If you're looking to elevate your CTV advertising but need assistance developing compelling creative assets, AdRoll has partnered with Lemonlight, a leading provider of creative services, to offer seamless ad creation services. This collaboration empowers you to create high-quality video assets tailored for CTV and other advertising campaigns, streamlining the production process and ensuring your creative drives results. Affordable, tiered, high-quality options are available.
To learn more and get started, please contact your Account Manager. This service is only available for AdRoll Customers with managed services.