In the world of Connected TV (CTV) advertising, effective ad creative is paramount to capturing audience attention and driving results. With the increasing popularity of advertising-based video-on-demand (AVOD) streaming services, advertisers need to stand out amidst a sea of content.
This blog showcases the most engaging CTV ad creative units, which can help you boost viewer engagement, increase brand awareness, and ultimately achieve your campaign goals.
Drive Purchase Intent
1. CTV with QR Code
CTV ad units with QR codes combine traditional television commercials' visual appeal with digital technology's interactive capabilities. By featuring a QR code overlayed on top of the video content, these ads encourage viewers to scan the code with their smartphones and be instantly redirected to a relevant landing page, website, app, call, or text.
QR codes boost click-through rates and conversions, providing valuable insights into viewer behavior. By tracking QR code scans, landing page visits, and conversions, advertisers can measure the effectiveness of campaigns and optimize strategies accordingly. For added campaign intel, including a pixel on the unit lets you track customer journeys beyond the initial click for valuable consumer insights.
Furthermore, advertisers can import third-party data and utilize those data sets for greater targeting, ensuring that ads reach the most relevant audience. Using these insights, advertisers can make data-driven adjustments to their campaigns and inform future campaign strategy.
Pro tip: Enhance the impact of your CTV QR code ads by creating a customized landing page designed to drive conversions or even customizing the shape of the QR code to better align with your branding.
Capture Audience Attention
2. CTV with Overlay
CTV ad units with overlays offer a dynamic and engaging way to present video content. By adding a still or animated overlay to the video, these ads can capture viewer attention and deliver a more immersive experience. The overlay creative is fully customizable, allowing brands to incorporate text, images, and animated elements that align with their campaign goals.
Overlays generate strong awareness and engagement while minimizing interference with the primary ad creative. This makes them ideal for highlighting key messages, calls to action, or product information without distracting viewers from the main video content.
Additionally, overlays can provide helpful and relevant information that complements the primary creative. This is particularly effective for short and quick callouts, such as “shop now,” “learn more,” or “subscribe.”
Highlight Products
3. CTV with Product Details
CTV ad units with product details allow brands to showcase their products in a more informative and engaging way. These ad units incorporate additional product information directly into the ad to provide viewers with valuable details, such as product features, pricing, customer reviews, and more. This can help increase viewer interest and encourage them to take action, such as visiting the product page or making a purchase.
One key benefit of CTV with product details is that it allows brands to provide a more comprehensive ad experience. By including relevant product information, advertisers can educate viewers and address any questions they may have. This can help build trust and credibility with the audience, ultimately leading to increased conversions. Additionally, CTV with product details can be customized to fit the specific needs of each campaign, ensuring that the information provided is relevant and engaging to viewers.
Increase Brand Recall
4. CTV with Image Gallery
CTV ad units with image galleries add a visual punch to video content, captivating viewers with complementary images that provide context and enrich storytelling.
Image galleries can significantly boost brand awareness and recall. By providing viewers with additional visuals, you can help them connect more deeply with your content and remember your brand. This format also allows you to highlight product features, showcase customer testimonials, or provide supplementary information that may be difficult to convey solely through video.
Capable of including 3 to 12 images, ad units with image galleries offer flexibility in showcasing your content. The images can cascade in and out, creating a smooth and effortless user experience. This dynamic presentation style further enhances viewer engagement and makes the ad more memorable.
Personalize Ad Experiences
5. Dynamic Video CTV
Dynamic video CTV ad units offer a personalized viewing experience by adapting their content based on real-time factors. There are three primary variations: location-based, time-of-day-based, and weather-based.
Location-based ads can drive foot traffic by directing viewers to their nearest store. This could look like a coffee chain promoting a seasonal deal by automatically displaying the nearest location and offer to viewers in the area. Time-of-day-based ads can deliver hyper-relevant content based on the time of day, such as promoting breakfast menus in the morning or evening events at night. Weather-based dynamic ads can even sync with viewers’ local weather, tailoring creative to match the seasonal mood outside their window.
Advertisers can also leverage external data, like custom audiences or product catalogs, to further personalize their message. This dynamic approach allows advertisers to create a single template and generate hundreds of unique creatives, ensuring that each viewer receives a tailored ad experience.
Engage Multicultural Audiences
6. CTV with Dual Captioning
In a country as diverse as the U.S., CTV ad units with dual captioning are a valuable creative option for advertisers looking to reach a broader audience. This feature is particularly effective for reaching subgroups with first languages other than English, as well as families and generations that speak English as their first language but may also use a second language at home.
Offering captions in multiple languages allows advertisers to demonstrate a commitment to inclusivity and ensure that their message resonates with a wider range of viewers. This can lead to increased brand recognition, loyalty, and engagement.
Drive Cross-Screen Engagement
7. OTT with Standard Video
OTT ad units with standard videos offer a powerful way to reach audiences across multiple screens. By combining the reach of big-screen CTV with the flexibility of mobile-streamed media, these ads provide a wider touchpoint to connect with viewers. This cross-screen approach allows advertisers to deliver consistent messaging across devices, ensuring that their brand remains top-of-mind.
Beyond the versatility of reaching multiple screens, OTT ad units are often more budget-friendly than traditional CTV units. This makes them an attractive option for advertisers with smaller budgets or sensitivity to CPMs.
To enhance the effectiveness of OTT campaigns, advertisers can leverage overlays to add interactive elements like QR codes, social media feeds, or games. This can create unique experiences for viewers on mobile and CTV, driving engagement and increasing conversions. By tailoring their message to the specific device and user context, advertisers can deliver a more personalized and impactful ad experience.
Enhance User Interaction
8. Interactive CTV
Interactive CTV ad units go beyond traditional video ads by incorporating interactive elements that allow viewers to engage with the content. These ads often feature a gallery of images or videos that users can navigate using their remote control.
Inviting users to actively participate in the ad experience, interactive CTV ads lead to increased engagement and a more favorable perception of the brand. Plus, this interactive approach captures attention by allowing viewers to customize their own ad experience, providing valuable insights into viewer preferences and behavior.
Tailoring CTV Ad Creative to Your Campaign Goals
The effectiveness of your CTV advertising campaign hinges on the right ad creative. By understanding the unique benefits of each ad unit, you can choose the most suitable option to achieve your specific campaign goals.
For boosting viewer engagement and driving conversions:
- CTV with QR Code: Offer a seamless transition from TV to digital, providing valuable insights into viewer behavior.
- CTV with Product Details: Provide comprehensive information to educate viewers and build trust.
- CTV with Overlay: Capture attention with dynamic visuals and encourage interaction.
- CTV with Image Gallery: Enhance storytelling and provide more context for your message.
- Interactive CTV: Offer a personalized experience with interactive elements and gather valuable insights.
- CTV with Dual Captioning: Reach a broader audience by providing captions in multiple languages, ensuring your message resonates with diverse viewers.
For increasing brand awareness and recall:
- CTV with Overlay: Highlight key messages and create a memorable experience.
- CTV with Image Gallery: Showcase your brand's visual identity and enhance storytelling.
- OTT with Standard Video: Reach a wider audience across multiple screens and deliver consistent messaging.
For driving foot traffic and local engagement:
- Dynamic Video CTV: Target viewers in specific locations, promote nearby stores, and deliver hyper-relevant content based on the time of day.
By carefully considering your campaign objectives and the unique strengths of each ad unit, you can create compelling CTV ads that resonate with your target audience and drive tangible results.
Sabio's CTV-first, in-house creative studio offers custom ad units designed to drive results. Our experienced team specializes in crafting ad creative that increases brand awareness, purchase intent, and engagement. By leveraging proven, custom creative, we help advertisers achieve their campaign goals across CTV and OTT.
Connect with Sabio
Get in touch with our team of CTV ad creative experts to discuss the possibilities of your next CTV ad campaign.