Rich media ads on CTV extend standard display formats with animation, motion, or interactive elements. A standard display unit is a static image — a rich media unit adds motion (animated graphics, looping video, expanding panels) to create a more engaging presence on screen. On desktop, rich media has been a standard category for two decades. On CTV, rich media display is less developed because CTV's primary focus has been video, and the technical infrastructure for rich media overlays (JavaScript execution, expandable containers) is less consistent across CTV devices than on desktop or mobile.
Animated overlays on CTV
The simplest rich media format on CTV is the animated overlay — a display unit that includes motion, typically a looping GIF-equivalent or a lightweight animation rather than full video. Animated overlays are more eye-catching than static images and can use motion to highlight a product feature, create a visual cue, or direct attention to a CTA. They are technically delivered as either an animated image format (APNG, animated WebP) or as a lightweight HTML5 animation, depending on the platform's renderer.
India CTV platforms with overlay capability (Hotstar, JioCinema for L-banners) typically support animated overlays. The animation should loop cleanly, not start from a blank frame, and should not depend on audio — CTV overlays run muted. Animation duration of 3–6 seconds per loop is standard.
Expandable CTV units
An expandable ad begins as a standard overlay and expands to a larger canvas when triggered — either by a remote control interaction or automatically after a dwell time. In desktop digital advertising, expandable units are common. On CTV, expandable units are rare because: remote control interaction is less precise than mouse interaction; full-screen video already provides the expanded canvas experience; and most CTV platforms do not have standardised expandable ad containers.
Expandable CTV units exist primarily in premium direct-deal contexts on specific platforms. For most India CTV campaigns, do not plan for expandable units — the format is not standardised enough to be reliably booked.
Video-within-display units
Some CTV display formats include a short video loop within the display canvas — a home screen banner that includes a 5–10 second looping video clip rather than a static image. Samsung Ads Smart Hub supports video banners for premium placements. Amazon Fire TV's Center Stage unit includes autoplay video. These hybrid display-video units have higher engagement than pure static display but require a video asset alongside the display creative.
SIMID and the future of rich media on CTV
The IAB's SIMID (Secure Interactive Media Interface Definition) standard is the emerging framework for interactive and rich media ads on CTV. SIMID replaces VPAID in providing a secure, sandboxed environment for ad interactivity without JavaScript security risks. As SIMID adoption increases across CTV platforms, more standardised rich media formats will become available — expandable units, interactive overlays, and shoppable elements that currently require bespoke platform implementation.
India CTV platform SIMID adoption is early-stage as of 2025–26. Rich media that goes beyond animated overlays and video-in-display is a 2027+ capability for standardised India CTV buying, though bespoke premium implementations are available via direct deal today.
India availability summary
Animated overlays: available on Hotstar (pause ads, L-banners), JioCinema (IPL packages), Samsung Ads (Smart Hub). Video-in-display: Samsung Ads Smart Hub banner, Amazon Fire TV Center Stage. Expandable units: not standardised, bespoke direct deal only. SIMID interactive: not yet standardised in India CTV. For current India CTV campaigns, animated overlays and video banners are the viable rich media options — expandable and SIMID-based formats are aspirational for the near term.