Video specifications
Before diving into best practices, make sure your video meets these requirements:
Aspect ratio: 16:9
Minimum resolution: 1280x720 (HD). 1920x1080 (Full HD) recommended for best quality on large screens.
Length: 5 to 90 seconds. 15s and 30s are the most common slots.
File format: .mp4
File size: 500MB maximum
Frame rate: Must be constant; 23.98, 25, or 29.97 FPS
Bit rate: Greater or equal to 2,500 KBPS
If your file exceeds 90 seconds by even 1 second, it will not upload. Need help reducing your file size? Free tools: VEED.IO, VideoSmaller, VLC, QuickTime Player, or Clipchamp.
Audio specifications
Overall mix level: -10dB to -14dB
Dialogue: -12dB to -15dB
Music: -18dB to -22dB
Sound effects: -10dB to -20dB with occasional spikes up to -8dB
Best practices
1. Strategy matters. Define your campaign goals beforehand so your video can be as impactful as possible. CTV targeting capabilities allow for much more targeted efforts than traditional TV.
2. Customize. CTV advertising allows targeting by ZIP code, gender, income, interest, and more. With just a few additional takes featuring demographic-specific elements, your videos can speak directly to different customer segments.
3. Don't neglect audio. Unlike social ads where most viewers watch on mute, CTV ads play on the big screen with sound on. Use voiceover, music, and sound design to make your message memorable.
4. Include a clear call-to-action. Tell viewers exactly what to do next: visit your website, use a promo code, or scan a QR code. Keep your company URL visible throughout the ad.
5. Keep it concise. 15-second and 30-second spots tend to perform best. Get to the point quickly and lead with your strongest message.
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