CTV display ads are non-video formats — static or animated images that appear on the TV screen rather than as full-screen video interruptions. They include L-banners (framing live content), pause ads (appearing when the viewer pauses), home screen ads (before content is selected), lower thirds (overlaid on content at the bottom), and branded UI elements.
Display vs video on CTV:
- Video commands full-screen attention; display co-exists with or frames content
- Video interrupts the viewing experience; display is lower friction
- Video delivers brand storytelling in 15–30 seconds; display delivers brand presence over a longer dwell time at lower attention intensity
India availability: Hotstar (pause ads, L-banners for live sports, sponsored tiles), JioCinema (L-banners in IPL packages), Samsung Ads (home screen banner), Amazon Fire TV (sponsored tiles via Amazon DSP). Display formats in India are primarily sold via direct deal — limited programmatic access outside Fire TV.
Use display as supplementary: 70–85% of CTV budget should go to video pre-roll. Display adds presence and frequency extension, not primary reach.
Full guide
For a complete explanation, read: CTV display ads explained: non-video formats and how they fit a CTV plan