Connected TV Ad Specs: Meeting the Standards of Modern Streaming Ads

In the ever-evolving world of digital advertising, connected TV (CTV) is all the rage today. Modern streaming has practically replaced cable television, and this new landscape has opened up innovative opportunities for marketers to reach their target audience.

But to leverage its full potential, it’s crucial to understand the specific ad specifications that govern this medium. Let’s dive into the world of connected TV ad specs and how they’re shaping the future of streaming ads.

The basics of CTV ad specs

Now that we’ve covered what CTV is, let’s move on to the ad specs. The specifications for CTV ads can vary based on the platform and the type of ad. However, there are some commonalities that advertisers should be aware of.

Video is the most common format for CTV ads, typically in the form of 15 or 30-second spots. CTV ads often include interactive elements as well — for example, clickable CTAs or overlays. These can be a great way to engage viewers and drive action, but they also require additional considerations in terms of design and functionality.

It’s worth mentioning CTV ads are sometimes non-skippable, meaning that viewers must watch the entire ad. This can be a double-edged sword, as it ensures that your ad gets full exposure, but it also means your creative needs to be engaging to keep viewers’ attention (and a positive perception of your brand).

Platform-specific ad specs

While there are some general guidelines for CTV ads, the specifications can vary significantly based on the platform. Let’s take a look at some of the most popular CTV platforms and their ad specs.

Roku

For advertising on Roku, there are specific technical requirements that your ads need to meet to ensure optimal display and performance. Here’s a summary of the key specifications:

Video specifications

• File Size: The maximum file size for your ad should be 200 MB.
• File Format: Use .mov or .mp4 formats for your video files.
• Video Length: Your ad should be either 13-17 seconds or 28-31 seconds long.
• Aspect Ratio: The required aspect ratio is 16:9.
• Frame Rate: Acceptable frame rates include 23.98, 25.00, or 29.97 FPS.
• Codec Compression: The video should be compressed using AVC or ProRes 422 HQ.
• Bit Rate: The minimum bit rate should be 15 Mbps.

Audio specifications

• File Format: PCM is preferred, although AAC is also accepted.
• Audio Must Match Video Length: The length of the audio should correspond with the video length.
• Bit Rate: The minimum audio bit rate should be 96 kbps.
• Bit Depth: Audio bit depth should be either 16- or 24-bit.
• Channel: Audio should be in 2-channel stereo.
• Sampling Rate: The required sampling rate is 48 kHz.

Additionally, your creative will undergo a technical review, followed by a content review that takes 2-3 business days. It’s important to factor in this review time when planning your campaign start date.

For creative tips specific to Roku advertising, it’s recommended to mention your brand within the first three seconds of the video to ensure the audience recognizes the brand. Including a call-to-action throughout the creative is also advisable to engage the audience effectively.

Amazon Fire TV

Amazon Fire TV provides a variety of ad formats for advertisers, each with its own set of specifications. The key ad formats include Inline Banner, Feature Rotator, Sponsored Screensaver, and Sponsored Tiles. These formats differ in how they are displayed on the Fire TV interface, ranging from carousel-like placements to full-screen ad integrations.

1. Inline Banner: These ads appear in selectable rows across different sections of Fire TV’s browsing interface.
2. Feature Rotator: This format is a carousel-like ad placement that appears above the fold of the screen, offering high visibility.
3. Sponsored Screensaver: These are full-screen ad placements integrated within the screensaver experience on Fire TV.
4. Sponsored Tiles: These ads are placed within a row and display mini-details when highlighted.

For the content of the ads, they must conform to Amazon’s Creative Acceptance guidelines, ensuring appropriateness for all audiences.

Advertisers can direct customers to various types of destinations through their ads, such as product detail pages, video landing pages, Fire TV landing pages, Prime Video Channels pages, and integrated landing pages. Certain types of product detail pages are not supported on Fire TV.

In terms of technical specifications for video ads on Amazon Fire TV, they should adhere to the following:

• Aspect ratio: 16:9
• Maximum file size: 500MB
• Video length: 15 or 30 seconds
• Frame rate: At least 15 FPS
• Bitrate: 2 MBps recommended
• File type: Video formats such as H.264, MPEG-2, or MPEG-4

Hulu

Hulu offers two types of video ads: Standard In-Stream and Pause Ads. The specifications for both ad types are similar, with the main difference being that Pause Ads only appear when the video is paused.

Here’s what the ad specs look like for both types of ads:

• Video and audio quality: All ads must be in high definition (HD) and have stereo sound. The preferred video dimensions are 1920×1080, but 1280×720 is also accepted. For audio, a bit depth of 16 or 24 bits is required, with a minimum bit rate of 192 kbps.
• File specifications: The ad file should be in either .mov or .mp4 format. The maximum file size accepted is 10 GB. The file should be in QuickTime, MOV, or MPEG-4 format for video and PCM or AAC for audio.
• Duration: Ads should be between 15-30 seconds long.
• Frame Rate and Other Technical Aspects: The frame rate should be 23.98, 24, 25, 29.97, or 30 fps, with a constant frame rate mode. Chroma Sub-Sampling should be either 4:2:0 or 4:2:2, and the color space should be YUV. The bit rate should range from 10 Mbps to 40 Mbps.
• Display Aspect Ratios: All files must be in a 16:9 aspect ratio. Other formats like 2.39:1, 1.375:1, 3:4, or 4:3 are not accepted unless they are matted within a 16:9 file.
• Content Restrictions: Hulu does not approve ads that use the Hulu logo or name in any form. CTA buttons that appear clickable and certain elements like QR Codes are not allowed.

Hulu must approve every ad, which should comply with both their technical specifications and advertising policies. It normally takes around three business days for self-service ads and about a week for others.

Final thoughts

By understanding the ad specs for different CTV platforms and how to leverage them effectively, you’ll be ahead of the curve. Whether you’re a seasoned pro or just getting started with CTV ads, keeping up with the latest best practices is paramount. So keep learning, keep experimenting, and most importantly, keep connecting with your audience in new and innovative ways.