An L-banner (also called an L-frame or L-shape ad) is a CTV display format that wraps around the video content in an L-shape — typically along the bottom and right side of the screen. The content continues to play in a reduced window while the brand's creative occupies the remaining screen real estate. The viewer is watching live content and simultaneously exposed to the brand without an ad break interruption. In India, L-banners are most commonly associated with live cricket coverage on Hotstar and JioCinema.
How L-banners work technically
When an L-banner is served, the video player shrinks the content window — typically to occupy approximately 70% of the screen — and the remaining space (the bottom strip and right column forming the L-shape) is filled with the brand's static or animated creative. The content does not pause; it continues at reduced size. After the L-banner duration (typically 10–30 seconds), the content window expands back to full screen.
L-banners can be static (a brand image), animated (motion graphics), or include a short video loop within the banner area (though full-video L-banners are less common and more expensive). Sound from the L-banner unit is typically muted unless it includes a video element with explicit audio.
L-banner vs pre-roll on CTV
L-banners and pre-roll serve different purposes. Pre-roll commands the full screen and full attention for 15–30 seconds. L-banners share screen space with content without interrupting it. The implication: L-banners deliver lower attention intensity than pre-roll but create extended brand exposure alongside the content the viewer cares about.
For sponsors of live sports, L-banners are a high-visibility format because the viewer is actively watching the screen during the L-banner exposure — they have not navigated away, they are not distracted, and the brand appears alongside the content that captured their attention in the first place. This co-presence with live sports content is the primary reason L-banners command a sponsorship-adjacent premium despite being a display format.
India availability and CPMs
JioCinema: L-banners are available as part of IPL live packages. They are sold primarily through direct deal, typically as part of an associate sponsorship or featured brand package. Not available via standard programmatic routes. CPMs for JioCinema L-banners during IPL are not publicly disclosed but reflect a sponsorship-premium positioning.
Hotstar: L-banners are available for live sports (Star Sports cricket, Kabaddi Pro League, football) and for some live event programming. Direct deal or agency-negotiated. Similar positioning to JioCinema — a premium format within a larger package rather than a standalone buy.
Other India CTV platforms: L-banners are not a standardised offering outside the major live sports platforms. The format is most relevant where live streaming and appointment viewing creates a natural co-presence opportunity.
Creative specifications for L-banners
The L-banner canvas size varies by platform but the standard dimensions are: bottom strip (1920 x 216px) + right column (384 x 864px), together forming the L-shape on a 1920x1080 frame. The content window occupies the remaining 1536x864 area (upper left). Brands should design specifically for the L-banner dimensions — adapting a horizontal banner to the L-frame rarely works well. Key brand elements (logo, product, key message) should be designed for the bottom strip, which is the most prominent visible element.
When to use L-banners
L-banners are appropriate in two scenarios: first, when the campaign objective is brand visibility alongside live sports at a premium moment (IPL, cricket finals, major live events) without the interruption cost of a full pre-roll break. Second, when the brand is sponsoring a content moment and wants persistent screen presence rather than a single 30-second impression. They are supplementary to video placements, not replacements.