CTV display ads are non-video formats that appear on the TV screen as banners, overlays, or sponsored UI elements rather than as full-screen video interruptions. They include L-banners that frame live content, pause ads that appear when the viewer hits pause, home screen takeovers that appear before any content is selected, lower thirds that sit at the bottom of the screen during content, and branded UI sponsorships. Display ads on CTV are a smaller category than video ads but they serve distinct purposes and reach the viewer at different intent moments.
Why display ads exist on CTV
Video ads interrupt content. Display ads co-exist with content or appear at navigation moments. This difference in viewer state is the reason display formats command different engagement profiles. A pause ad reaches a viewer who has actively stopped content — they are in a deliberate pause state, with attention directed at the screen but no active viewing pressure. An L-banner reaches a viewer watching live content who has not paused but who can absorb peripheral messaging during the viewing experience.
For advertisers, display CTV formats offer two advantages over video: they do not interrupt the viewing experience (reducing friction), and they can run at higher frequency without the same viewer fatigue that repeated video breaks create. The trade-off is lower active attention compared to a full-screen non-skippable video ad.
The main CTV display format categories
L-banners (L-frame): An L-shaped banner that frames the screen — typically along the bottom and right side — while live content continues to play in a reduced window. Used extensively during live cricket and sports on Hotstar and JioCinema. The brand appears in the frame without stopping the content. CPMs for L-banners are lower than pre-roll because they are display-adjacent, but they reach viewers during high-attention live content moments.
Pause ads: A static or animated unit that appears when the viewer pauses content. The viewer is in a self-selected pause state — looking at the screen, not in active viewing. Pause ads consistently test well in engagement studies because the viewer is attentive and not interrupted. Available on Hotstar and some other platforms.
Home screen / launcher ads: Ads that appear on the TV's home screen or within a streaming app's main navigation interface before any content is selected. The viewer is in content discovery mode — browsing what to watch. These placements are high-funnel: the viewer has not yet committed to content, which means brand visibility before the content choice is made. Available on Samsung Ads, LG Ads, Fire TV, and some platforms' own home screens.
Lower thirds: A banner-style unit that occupies the lower portion of the screen during content playback. Less intrusive than L-banners but lower visibility. Used in sponsored broadcast packages and some live sports overlays.
Branded UI sponsorships: Platform-level placements where a brand sponsors a content section, a feature (e.g., the replay feature on a cricket app), or a UI element. More custom and more expensive than standard display formats. Typically negotiated directly with the platform.
When to include display formats in a CTV plan
Display formats work best as supplements to video, not replacements. A campaign that uses pre-roll for brand-building can add pause ads for reminder messaging without adding to the video ad frequency load. L-banners during live sports provide persistent brand presence alongside the video placements within the same content environment.
Display-only CTV campaigns (no video) are uncommon because the attention premium of CTV is most fully captured by full-screen video. If budget forces a choice, video pre-roll should take priority.
India display CTV landscape
India's CTV display ad market is less developed than its video market. JioCinema offers L-banners as part of its live sports packages. Hotstar offers pause ads and sponsored content tiles. Samsung Ads and LG Ads offer home screen inventory. SonyLIV and Zee5 have limited display inventory, primarily through direct deals. The lack of standardisation across platforms means display CTV in India requires platform-by-platform negotiation rather than programmatic execution.