What are rich media ads on CTV?

Rich media CTV ads are ad formats that go beyond standard in-stream video — they incorporate interactive, animated, or expandable elements. Examples include expandable overlay ads that grow from a lower-third into a larger panel when the viewer engages, animated brand panels that appear over paused content with multiple frames of messaging, and end cards that follow a video ad with a clickable image panel linking to a QR code or second-screen destination.

Rich media on CTV is more constrained than rich media on desktop or mobile because the input mechanism is a remote control, not a touchscreen or mouse. The most common rich media formats on India CTV are: animated home screen banners on Samsung Ads (autoplay video or motion graphics in the Smart Hub banner slot), pause ads with animated brand frames on JioHotstar, and end-card overlays following pre-roll on select platforms. True interactive rich media — expandable, user-triggered — requires platform support for overlay rendering and remote input, which limits it to custom integrations on premium OTT apps. Standard rich media display CPMs on India CTV: Rs 150-400 depending on format and platform.