What video format and file specs are required for India CTV ads?
Standard India CTV creative specifications: video format MP4 (H.264 codec, AAC audio); resolution 1920×1080 (Full HD) or 1280×720 (HD); bitrate 5–15 Mbps for Full HD; aspect ratio 16:9; duration 15 or 30 seconds (some publishers also accept 6-second bumpers and 45-second spots). File size should be under 100 MB for standard creatives — large files buffer on slower India connections, reducing VCR. Always provide the creative as a direct MP4 URL on a CDN with India delivery enabled — not a streaming URL or a link behind authentication. The VAST tag should reference this CDN URL in the MediaFile element with the correct MIME type (video/mp4).
Do India CTV publishers have different creative specs?
Yes — India publishers have slightly different requirements. JioHotstar: accepts 1920×1080 MP4, H.264, bitrate 5–10 Mbps, 15 or 30 seconds; VAST 3.0 or 4.0. Zee5: accepts 1280×720 minimum, MP4, H.264; 15 or 30 seconds; VAST 2.0 or 3.0 via Google Ad Manager. SonyLIV: 1920×1080 preferred, MP4, H.264; VAST 2.0–4.0 via GAM. Samsung TV Plus: 1920×1080 MP4, H.264; 15 or 30 seconds; VAST delivered via Samsung Ads. All publishers: the CDN hosting the creative must be accessible from Indian IP addresses. Always confirm current specs directly with each publisher before finalising production — specs change and publisher-level documentation is authoritative.
Can I use the same CTV creative as my mobile video creative in India?
Usually no — not without modification. Mobile video creatives are typically produced in vertical (9:16) or square (1:1) formats optimised for phone screens. CTV ads must be 16:9 horizontal. Mobile video often includes on-screen text and captions sized for small screens; on a 55-inch CTV screen, the same text may be too small or poorly proportioned. Mobile creatives sometimes rely on short attention spans (3–6 second hooks) because mobile users skip; CTV pre-roll is non-skippable in India, giving the full 15 or 30 seconds without the skip risk. For best results, produce CTV-specific creatives — landscape format, full 30-second narrative arc or a focused 15-second execution, with text and branding sized for large-screen viewing at typical living room distances (8–12 feet from screen).