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
MNTN CTV Video Specs
When exporting videos, it is important that the export specifications align with the platform in order to avoid upload errors. Please use the below guide to ensure the videos you create are in line with MNTN's export specifications:
Element | Specification |
Primary Aspect Ratio
|
16:9 (1920x1080 min) |
Video Length
|
:15s or :30s (must be exact) |
Recommended File Type
|
.mp4 or .mov |
Frame Rate |
23.98, 35, or 29.97 FPS
|
Bitrate
|
15-30 MBPS |
Audio Levels |
|
Note: In order to avoid network denial of your creative, all of the components of a video need to be the same frame rate and match the editing timeline before editing or exporting. Multiple frame rates in one creative will trigger a duplicate frame rate issue, and your ads will not be served.
If you have questions or concerns about your video frame rate, please contact the creator or your CSM.