Video is the default choice for CTV brand advertising. Display formats extend and supplement video — they do not replace it.
Use video (pre-roll/mid-roll) when: Brand awareness and reach are the primary KPIs. Budget and platform allow non-skippable forced exposure. You need a complete brand message delivered with guaranteed completion.
Add display when:
- High video frequency campaigns need presence extension without more video breaks — pause ads or L-banners reach the viewer without adding to their ad break load
- Live sports sponsorship where persistent brand presence alongside content is the goal — L-banners during cricket co-exist with the content the viewer cares about
- Pre-content brand visibility — home screen ads reach the viewer during content discovery
Budget allocation: 70–85% to video (pre-roll/mid-roll), 15–30% to display/overlay. Campaigns below Rs 10 lakh should allocate 100% to video — display requires minimum spend thresholds on most India platforms.
Measurement note: CTV display is measured by impressions and viewable time, not CTR — TV remotes make clicks impractical. Use brand lift studies to assess display effectiveness, not click metrics.
Full guide
For a complete explanation, read: CTV display vs video ads: when to use each and how they complement each other