What ad lengths work best on CTV?

The right CTV ad length depends on campaign objective and platform:

• 15 seconds: The India CTV default. High completion (90–95%), accepted by JioCinema and Hotstar, fits most brand messages. Start here for standard campaigns.
• 30 seconds: Premium placement — launches, complex product stories, IPL live cricket. Completion 85–92%. CPM premium of 25–40% over 15-second on the same inventory. Use when narrative depth matters.
• 6 seconds (bumper): Not a standalone campaign — a frequency companion to a longer-form campaign. Near-100% completion. Primary platform in India: YouTube via DV360. Does not work as a brand introduction; works as reinforcement after 3–4 longer-form exposures.
• 60 seconds: Rare. Sponsorship deals and content-style advertising only. Completion drops to 70–80%. Requires direct deal and significant minimum spend.

Platform rules: JioCinema accepts 15s and 30s (IPL often requires 30s). Hotstar accepts 15s and 30s. YouTube CTV: 6s bumpers, up to 15s non-skippable (TrueView for Reach), skippable from 12s.