Overview
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.
Before You Begin
Create with your audience and their objectives in mind.
Ask:
Who is the customer’s buying profile?
What is the customer’s primary objective?
Understanding their goals helps shape a compelling story that naturally engages your intended audience and meets business outcomes.
💡 Pro Tip: If you’re unsure about the brand’s goals or audience, ask for clarification in the Activity Log.
Key Creative Elements
You should incorporate these essential elements into every CTV video you create to drive brand awareness, engagement, and conversions.
Elements to include
Creative Element | Description |
Clear Call to Action (CTA) | Encourages viewers to act through messages of urgency or direction. 📘 Example: Common CTAs include:
|
Persistent Logo & 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. |
Elements to avoid
Certain elements may hinder user experience on CTV and should be excluded.
Creative Element | Description |
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. |
MNTN CTV Video Specifications
It's important that video export specifications align with MNTN in order to avoid upload errors.
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 |
|
⚠️ Warning: 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.