Video ads are the foundation of CTV advertising. Before a show starts, between episodes, during a live stream — video formats occupy the moments when viewers are most attentive and least able to skip the screen. On India's major platforms, video ads deliver completion rates of 85–95%, far above any digital format, because CTV viewers are lean-back and engaged rather than lean-forward and distracted.
This hub covers every video format category on CTV: pre-roll (the standard before-content placement), mid-roll (in-content interruption), post-roll (after content ends), skippable vs non-skippable mechanics, ad length options, bumper ads, ad pod structure, the VAST and VPAID standards that govern delivery, India-specific creative specifications, and completion rate benchmarks that matter for planning.
Articles in this hub
- What is pre-roll advertising on CTV? How it works and India platform guide
- Mid-roll CTV advertising: how in-content ads work and when to use them
- Post-roll CTV ads: when they work and when to skip them
- Skippable vs non-skippable CTV ads: completion rates, CPMs, and India platform rules
- CTV video ad lengths: 6, 15, 30, 60 seconds — what works and when
- Bumper ads on CTV: the 6-second format and how to use it effectively
- Instream vs outstream video on CTV: what the difference means for India buyers
- CTV ad pod structure: how ad breaks are built and what it means for frequency
- VAST and VPAID on CTV: the video ad standards every buyer needs to understand
- CTV creative specifications for India: resolution, file size, format, and platform rules
- CTV video completion rate: benchmarks, what drives it, and how to improve it
- Brand safety on CTV video: how it works, what the risks are, and India context