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Mastering the Art of CTV Advertising: What Creative Do You Need

CTVMedia BuyingBest Practices

As the world of television advertising shifts from traditional linear TV to connected TV (CTV), it's important for businesses to understand the different types of creative that are needed to make the most out of their advertising campaigns. In this blog post, we'll break down the different types of creative that are essential for CTV advertising, as well as tips for optimizing your CTV ad campaigns for search engines.

The Importance of CTV Advertising and the Creative You Need

Connected TV (CTV) advertising is on the rise as more and more people are cutting the cord and turning to streaming services for their television viewing. In fact, as of 2022, over 80% of households in the U.S. have CTV. This shift in viewing habits presents a huge opportunity for businesses to reach their target audience through targeted CTV advertising.

However, in order to make the most out of CTV advertising, it's essential to understand the different types of creative that are needed. The three main types of creative for CTV advertising are:

Video creative: This is the most important type of creative for CTV advertising. Video creative is the actual ad that viewers will see and hear. It's important to make sure that your video creative is engaging and informative, as well as optimized for the specific streaming platform that you're advertising on.

Interactive creative: Interactive creative allows viewers to interact with your ad in some way, such as by clicking on a link to learn more about your product or service. This type of creative is especially useful for e-commerce businesses, as it allows viewers to make a purchase directly from the ad.

Companion creative: Companion creative is a type of creative that is displayed alongside the video creative. It can be used to provide additional information about your product or service, or to direct viewers to a landing page where they can learn more. Companion creative is often used in the form of banners or overlays.

In addition to these three main types of creative, it's also important to optimize your CTV ad campaigns for search engines. This can be done by including relevant keywords in your ad copy and using them in your ad's headlines and subheadlines. This will help your ad to show up in search results when viewers are looking for products or services like yours.

In conclusion, as the world of television advertising shifts to CTV, it's important for businesses to understand the different types of creative that are needed to make the most out of their advertising campaigns. By using video, interactive and companion creative, as well as optimizing for search engines, businesses can reach their target audience through targeted CTV advertising.


Find out how Simulmedia’s unique TV+® platform for TV and streaming advertising provides unified access to premium linear and CTV inventory across all networks and publishers. Request a demo or email us at advertise@simulmedia.com.