Overlay ads on CTV are non-video display units that appear on top of or alongside streaming content. Unlike pre-roll or mid-roll video ads that interrupt playback, overlays run concurrently with content — appearing as L-banners, bottom-thirds, or corner bugs while the show continues playing. In India, overlay formats are used primarily by publishers who want to increase ad density without increasing video ad load, and by advertisers seeking lower-cost awareness touchpoints alongside video campaigns.
Types of CTV overlay ad formats
L-banner overlay: A graphic frame that wraps the bottom and one side of the screen during content. Content is scaled into the remaining area. L-banners are common on Free Ad-Supported Streaming TV (FAST) channels and live sports on Indian platforms. The advertiser gets persistent screen presence; the viewer can see both content and ad simultaneously.
Bottom-third (lower-third) overlay: A horizontal banner across the lower third of the screen. Less intrusive than L-banners, used frequently during live programming (cricket, news) in India. The graphic overlays without interrupting audio.
Corner bug / sponsorship bug: A small logo or graphic in a screen corner, often used for sponsored content labels or brand presence during programmes. The lowest-intrusion overlay format — minimal interruption to the viewing experience.
Pause ad: An ad that appears when the viewer pauses content. Not technically an overlay of live content — it appears on a static paused frame. Pause ads have gained traction on Netflix internationally and are beginning to appear on Indian platforms.
India publisher availability
Overlay formats are less standardised in India CTV than video pre-roll, and availability varies significantly by publisher:
| Format | Available in India | Notes |
|---|---|---|
| L-banner overlay | JioHotstar (live sports), Samsung TV Plus | Common in live cricket; less common in VOD |
| Bottom-third overlay | JioHotstar (live), Zee5, SonyLIV | Available for live news and sports programming |
| Sponsorship bug | Most major publishers | Sold as branded content/sponsorship, not programmatic |
| Pause ad | Limited; emerging | Not yet widely available programmatically in India |
Buying overlay ads in India
Overlay formats in India CTV are sold almost exclusively through direct IO (insertion orders) rather than programmatic. They are priced on CPM or flat sponsorship fee and require custom creative assets sized to the publisher's specifications. Programmatic buying of overlay inventory is rare — most India CTV publishers keep overlay formats in their direct sales packages, often bundled with video pre-roll for high-value sponsorships.
Creative specifications for India CTV overlays
There is no universal standard for overlay dimensions in India CTV. Publishers specify their own sizes. As a baseline: bottom-third overlays typically require a 1280×200 or 1920×300 pixel static or animated graphic. L-banners require custom templates provided by the publisher. Animated GIFs and lightweight HTML5 overlays are accepted by some publishers; others require static images only. Always confirm creative specs directly with the publisher before production.
India-specific overlay considerations
Overlay ads during live cricket on JioHotstar represent one of the highest-reach display placements in India — IPL matches regularly draw 30–50 million concurrent viewers. However, these placements are sold as premium sponsorships at significant premiums to standard CPM. Overlay CTR on CTV is near zero — there is no mechanism for viewers to click through on most TV OS platforms. Evaluate overlays purely as awareness formats, not performance formats.