Rich media on CTV ranges from simple animated overlays (available now) to complex expandable units and SIMID interactive formats (developing). Here is what India CTV buyers can realistically deploy:
Available now:
- Animated overlays: Looping animated display units (L-banners, pause ads with animation). Available on Hotstar, JioCinema IPL packages, Samsung Ads Smart Hub.
- Video-in-display banners: Short looping video within a display canvas. Samsung Ads Smart Hub premium, Amazon Fire TV Center Stage autoplay unit.
Limited / bespoke:
- Expandable units: Not standardised in India CTV. Available only via bespoke direct deal with specific platforms.
- Remote-clickable interactive: Available on Samsung Tizen and Android TV in limited implementations.
Not yet standardised:
- SIMID-based interactive rich media: The IAB standard for secure interactive CTV ads. India platform adoption is early-stage as of 2025–26. Expected 2027+.
For current India CTV campaigns: animated overlay and video banner are the viable rich media options. Plan for broader rich media capability in 2–3 years.
Full guide
For a complete explanation, read: Rich media ads on CTV: animated overlays, expandable units, and what India supports