CTV Ad Formats That Deliver Results

CTV Ad Formats That Deliver Results

It’s undeniable that Connected TV (CTV) advertising is getting a lot of interest. Many companies, big or small, are investing in their CTV advertising plans to make sure they can maximize the appeal it can provide. This year, CTV will cover over 20% of the total programmatic video ad spend and account for 10% of the total programmatic display.

US Programmatic Video Ad Spending, 2019-2023
Image Source: eMarketer, 2021

Why would companies choose to spend billions on CTV advertising? The answer is simple. It can bring higher revenues. EMarketer showed that CTV ad revenue can hit $24.2 billion by 2023, representing a 67.7% increase from 2019.

Image Source: eMarketer, 2021

However, these numbers will mean nothing if your company cannot leverage CTV advertising effectively. Using the proper CTV ad formats that bring results will make a huge difference.

CTV Ad Formats That Work

Here are some of the CTV ad formats that can bring revenues:

1. In-Stream Ads

In-stream ads feature an ad linked to the actual content watched by the target audience. It can be launched before showing the episode, in the middle of the content as a pause, or after it plays. Depending on the brand or ad shown, the timing of the placement is critical in getting the audience’s attention. Once directed towards a captive audience, in-stream CTV ad formats can encourage viewers to visit landing pages and make purchases directly.

2. Pre-Roll, Mid-Roll, and Post-Roll Video Ads

Another CTV ad format popularly used by advertisers is the pre-roll and post-roll video ads. 

In pre-roll ads, the theme duplicates the viewers’ traditional TV experience wherein they watch several ads in between specific content blocks. They are effective in captivating and engaging the viewers as they look forward to knowing more about the content after the campaign.

Though pre-roll ads have the highest recall rate among viewers, mid-roll ads do better with engagement since the audience can click through and out of the video they’re watching to engage with the specific brand.

Last, post-roll video ads play after the video. Since the ad plays after the content, consumers are more likely to engage and have a higher interest – enough to do a follow-up on what is being offered to them.

3. Dynamic Overlay Ads

Dynamic overlay ads are CTV ad formats that automatically adjust to the content type they deem most effective for particular users. This CTV ad strategy includes uploading various products or content using an ad delivery solution customized in real-time to produce the most relevant landing page or creative for each audience.

This CTV ad format is effective because it’s personalized and is based on behavioral data, including browsing history and user location. They are best used for remarketing and user acquisition because it allows advertisers to lessen their ad spending while increasing campaign ROI.

4. Actionable Ads

Actionable ads are interactive CTV ad formats curated to connect users to the products and services within the ad itself. Publishers can add external links to increase the advertiser’s click-to-buy opportunities within the ad.

Based on current consumer behavior, it’s no longer surprising to see CTV advertising rise in the ranks this year and beyond. CTV elevates TV’s branding potential and helps push creativity in advertising further. But success lies in how effective your chosen CTV ad formats are and the availability of measurement to see whether your campaigns match your KPIs.

Connect with us to learn how you can leverage CTV’s potential to bring your brand actionable and measurable outputs.



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Pranav Kataria

Associate Director, Programmatic Strategy

As the Associate Director of Programmatic Strategy, Pranav brings over 8 years of experience in the adtech industry working with Publishers, DSPs, Agencies, and Advertisers from global regions to improve their monetization, performance, and strategies. With great understanding of the mobile market, his expertise lies in analytics, account management, strategy, and ad sales. With this refined skill set, he brings customer-centric mindfulness that enables growth and innovation.

Before joining AlgoriX, his keen business perspective and skills have earned him opportunities to work across different organizations and verticals in the advertising ecosystem; be it improving the processes, sales enablement, and managing client relationships.

Ray Xia

VP, AlgoriX Partner Studio

Ray Xia was a mainstay at Tencent Games, having worked at the company for 13 years. There, he took on various roles including backend developer, application development manager, and game producer. During this time, he actively participated in the development and operation of popular titles such as QQ Pet, QQ Pet Fight, and games involving the Naruto franchise. To date, these games have over 10 million daily active users. Through this rich well of experience he has accumulated covering all aspects of game development and operation, he aims to spearhead more creative endeavors via AlgoriX Studios.

Naomi Li

VP, Research and Development

Naomi Li has a decade’s worth of experience in research and development for the adtech industry. She started her career at Baidu where she was mainly responsible for the Automation Testing of the Baidu Fengchao Ad Search Engine. There, she focused on the fields of overlapping experiment infrastructure, rich media ads rendering, and ad antispam technology. Moreover, as part of Baidu’s International Group, she led the research and development of various monetization and advertising mechanisms for Baidu’s overseas app store, SDK, and AdNetwork. At present, she is responsible for the overall direction of AlgoriX’s R&D efforts, which include product planning, technical architecture design, and talent training.

Frederic Liow

SVP, Revenue Growth & Strategy

A veteran in the digital advertising industry, he began his career during the early days of the dotcom era. To date, his passion for the digital industry is still as strong as ever (and getting even stronger). Spanning twenty years of his digital career, he has worked for leading companies like Nielsen, MRM McCann, Omnicom Media Group, Millward Brown and Smaato. Currently, Frederic is the revenue officer for AlgoriX spearheading global revenue growth, business expansion and strategic partnerships. He has set up and built AlgoriX’s global mobile ad exchange, hiring talents, establishing best practices, and injecting global industry standards into the company. Prior to his current role, he was the Head of Demand for Smaato, overseeing the demand business and operations in APAC. Frederic is currently based in our Singapore HQ.

Xinxiao Guo

Chief Operation Officer

Equipped with a decade’s worth of experience in global product operation as well as a deep understanding of emerging markets, Xinxiao brings her expertise in mobile traffic monetization and programmatic advertising to the table. Before her role at AlgoriX, she was a core member of iQIYI’s research and development unit. After that, she moved to Baidu as Head of Programmatic Advertising.

At present, she is AlgoriX’s co-founder and Chief Operation Officer. Together with the team, she aims to help game developers effectively reach global audiences and implement better monetization strategies.

Ruiz Xie

Chief Executive Officer

With nearly 20 years of business experience, Ruiz Xie founded AlgoriX with the vision of creating a global advertising platform and entertainment ecosystem. Through AlgoriX’s services, he aims to create a more inclusive tech ecosystem by providing customized solutions that meet the needs of businesses at every stage. At the same time, through AlgoriX Studios and its third-party partner studios, the company is currently bringing to life a greater goal of providing a comprehensive entertainment platform for people worldwide, which covers games, IP, comics, movies, and more. At present, he leads nearly a hundred employees with concrete plans to expand the company by establishing more offices worldwide.

Before founding AlgoriX, Ruiz Xie joined CoreMail in 2002. There, he created the first Ajax version of the mailbox in China for NetEase, which was the largest Internet company in China at the time. After that, he joined Tencent in 2005 and contributed to the creation of Tencent Games while also building a large scale distributed storage system. In 2013, he moved to Baidu where he took part in developing Baidu International’s overall architecture and search advertising system. During his tenure, he was also the Chairman of the Baidu Global Technical Committee and Baidu’s chief architect.