Creating effective Connected TV (CTV) content requires more than just a good script or visuals. To ensure your message resonates and drives action, it's critical to follow key creative best practices tailored to the brand’s target audience and campaign objectives.
🧠 Create with Audience and Objective in Mind
Before you begin, align with the brand by asking the right questions:
Who is the customer’s buying profile?
What is the customer’s primary objective?
Understanding the brand’s goals helps shape a compelling story that naturally engages the intended audience and meets business outcomes.
💡 Tip: If you’re unsure about the brand’s goals or audience, ask for clarification in the Activity Log.
🎨 Key Creative Elements of a CTV Ad
These essential elements should be incorporated into every CTV video to drive brand awareness, engagement, and conversions.
Creative Element | Description |
✅ Clear Call to Action (CTA) | Encourages viewers to act through messages of urgency or direction. |
✅ Persistent Logo and URL | Keep the brand’s logo and URL visible throughout most of the video to build recognition and help viewers know where to go. |
✅ Voiceover | Since CTV ads always play with sound, use voiceovers to boost engagement—especially helpful when viewers aren’t actively watching the screen. |
🚫 Creative Elements to Avoid
Certain elements may hinder user experience on CTV and should be excluded:
❌ QR Codes – Viewers typically don’t have time to scan them during a short 15–30 second spot.
❌ Phone Numbers – Not ideal for short-form content; viewers are unlikely to dial in while watching TV.
✅ Required Elements Checklist
Voiceover
Logo present throughout most of the video
URL present throughout most of the video
CTA