As CTV viewership and ad spending surge, the ad format landscape is evolving rapidly. However, a lack of standardization across platforms is slowing industry growth. IAB's report, Connected TV (CTV) Ad Format Landscape: How Standardization Can Drive Programmatic Growth and Innovation, explores how innovation in immersive, interactive ads can benefit both advertisers and viewers, fostering a mutually beneficial ecosystem. Based on an IAB survey, the report offers a comprehensive overview of established and emerging CTV ad formats. It showcases creative examples and highlights the urgent need for standardization. IAB Tech Lab also encourages you to submit your top CTV ad formats, which will be released in 2025.
Key findings:
-
Claim your free account to continue reading.
Log In or Create AccountIf you have an IAB Portal account, please create a new account on iab.com and we will link to your records. To create a new account, please click here.
If you have any issues, please contact us.