What are display ads on CTV and how do they work?

CTV display ads are non-video brand placements on the TV screen — static or animated graphics rather than full-screen video. The main formats are home screen banners (appearing on the smart TV home screen before any app opens), content discovery tiles (sponsored tiles within app content rows), and overlay units (translucent brand graphics appearing over paused or transitioning content). These are distinct from video pre-roll and mid-roll because they do not require the viewer to be inside a video stream.

CTV display ads are best suited to brand awareness and app promotion objectives — getting a brand or app in front of viewers at the moment of TV turn-on or content discovery. Samsung Ads Smart Hub banners are the most prominent India example: the first thing a viewer sees on a Samsung TV before opening any streaming app. CPMs for display units on India CTV run Rs 100-400 depending on placement prominence and platform. Completion rate is not relevant for display — the metric is viewable impressions and click-through rate to a second screen (where supported).