Not every CTV ad is a video. A growing category of CTV inventory runs as display or overlay formats — static or animated units that appear around, over, or instead of content. These formats serve different purposes: pause ads reach viewers at a high-attention moment when they have stopped playback; L-banners frame live content without interrupting it; home screen ads intercept viewers before they choose what to watch; lower thirds deliver a brand message during content without a full ad break.
On India's CTV platforms, display and overlay availability varies significantly. JioCinema and Hotstar offer pause ads and L-banners. Samsung Ads and LG Ads offer home screen and launcher inventory. The formats in this hub are the non-video options available to India CTV planners — with guidance on where each is available, what it costs, and when it is the right choice.
Articles in this hub
- CTV display ads explained: non-video formats and how they fit a CTV plan
- L-banner ads on CTV: what they are, how they work, and India availability
- Pause ads on CTV: the high-attention format and how to buy them in India
- Home screen ads on CTV: launcher inventory, OEM platforms, and India buying
- Lower third ads on CTV: the format, how it works, and when to use it
- Branded UI on CTV: sponsorships, skins, and platform-level brand takeovers
- Spotlight ads on CTV: Fire TV, Samsung, and featured content placements
- CTV overlay ad availability on India platforms: JioCinema, Hotstar, and OEMs
- CTV display vs video ads: when to use each and how they complement each other
- Rich media ads on CTV: animated overlays, expandable units, and what India supports