03/01/2023
How to create optimal creatives for CTV
By combining the power of traditional television with new, advanced interactive features and targeting capabilities, CTV advertising gives you a unique opportunity to promote your brand and engage large audiences. But creating optimal creatives for CTV can be challenging since it requires a different approach than traditional TV advertising. Here are some of our general tips and best practices to help you make winning CTV creatives.
Use eye-catching visuals:
CTV ads should always be visually appealing – it is, after all, a visual medium. Your viewer may not be fully focused on the ads they’re watching, so you’ll want to grab their attention with high-quality video, visually engaging graphics, and clear visuals and messaging. Consider incorporating your logo, brand colors, and other similar elements throughout your creative to create a strong and recognizable brand identity that will leave an impact on your viewer.
Have a clear call-to-action:
Viewers can’t click to visit your site directly from your ad, so it’s important to have a compelling call-to-action (CTA) once you’ve grabbed their attention. Using compelling messages of urgency (like “Act now!” or “Limited offer!”) will motivate viewers to take action. Keep your CTA simple so it is easier for viewers to understand and act upon.
Take advantage of interactive elements:
One way CTV advertising is unique to traditional TV ads is they give you the opportunity to enhance viewer engagement through interactive features like clickable links and scannable codes. Make sure to leverage these features – since they’re still relatively new, they’ll stand out to your viewers. To help you, Shoppr.tv creates automated QR codes that can be added to all of your creatives to make it easier for viewers to take action, and make it easier for us to track your conversions.
Optimize for sound:
Most CTV viewers will be watching your ads with sound on, so make sure you incorporate audio or a voiceover into your creative so even viewers who may have stepped away from their devices can get your message. Just make sure you’re not violating any intellectual property restrictions, such as using a song by your favorite band without permission.
Get the formatting right
Your creative isn’t truly CTV-ready until it meets certain formatting standards. To launch your campaign, make sure your files research and meet your provider's guidelines.
Keep it short and simple:
You’ll only have either 15 or 30 seconds to get your message across to viewers, so keep the focus on the basics – make sure your message and call-to-action are easy to understand and your visuals are clear, easy to read, and high quality. Not only are simple creatives easier for your viewer to understand, but they can also be just as impactful as elaborate ones–while saving your ad your business money on production costs.
