CTV creative specifications are more demanding than digital display but more standardised than broadcast TV. The core requirement is simple: a high-quality video file that will look sharp on a 55-inch 4K screen, load reliably over residential broadband, and play without perceptible quality degradation. This article covers the technical requirements for India CTV advertising — the formats, codecs, audio specs, safe zones, and publisher-specific requirements that determine whether your creative gets approved and delivers well.
Standard CTV creative specifications
| Parameter | Requirement | Notes |
|---|---|---|
| Aspect ratio | 16:9 (landscape) | The only format for in-stream CTV; no vertical or square |
| Resolution | 1920×1080 (1080p) minimum; 3840×2160 (4K) preferred | Submit at least 1080p; 4K for premium placements |
| Frame rate | 23.976, 24, 25, 29.97, or 30 fps | Match source material; avoid mixed frame rates |
| Duration | 15s, 20s, 30s (most common); 6s bumpers also supported | 30s is standard for non-skippable; 15s for mid-roll |
| Maximum file size | 200MB (typical upper limit) | Varies by publisher; check per-platform |
| Bitrate (video) | 10–15 Mbps for 1080p; 25–40 Mbps for 4K | Higher bitrate = better quality; respect file size limit |
Codec and container requirements
| Parameter | Preferred | Also accepted |
|---|---|---|
| Video codec | H.264 (AVC) | H.265 (HEVC), VP9 — check platform support |
| Container format | MP4 (.mp4) | MOV, WebM (platform dependent) |
| Profile (H.264) | High Profile, Level 4.2 | Main Profile accepted; Baseline not recommended |
| Colour space | BT.709 (standard HD) | BT.2020 for HDR/4K where supported |
| Scan type | Progressive | Interlaced not recommended for OTT delivery |
H.264 in an MP4 container is the safe choice for all India CTV platforms. H.265 offers better quality at lower bitrates but is not universally supported on older smart TV hardware — relevant for India where the installed base includes many 2018–2021 smart TVs.
Audio specifications
| Parameter | Requirement |
|---|---|
| Codec | AAC-LC (preferred); AC-3, E-AC-3 for surround |
| Channels | Stereo (2.0) minimum; 5.1 surround for premium placements |
| Sample rate | 48,000 Hz |
| Bit depth | 16-bit minimum; 24-bit preferred |
| Loudness | -24 LKFS integrated (ATSC A/85 standard); peaks not exceeding -2 dBTP |
Audio loudness normalisation is critical. CTV platforms normalise all content and ads to a consistent loudness level. If your creative is mastered louder than the -24 LKFS target, the platform will attenuate it — and if your ad relies on loud audio for impact, that impact will be lost. Master your audio to the standard from the start.
Safe zones and text placement
Even on widescreen TVs, edge content can be cut off by overscan or UI overlays. Follow the broadcast safe area convention for CTV:
- Action safe area: 5% inset on all sides. Nothing essential should be outside this area.
- Title safe area: 10% inset on all sides. All text, logos, and CTAs must sit within this area.
- UI overlap zone: Some platforms overlay a progress bar or skip button at the bottom of the ad. Keep essential content out of the bottom 15% of the frame if possible.
The most common creative production mistake for CTV: using mobile or digital video masters where text and logos run to the edges. These look fine on a desktop or phone but appear clipped or overlaid on a TV screen.
India publisher creative requirements
Publisher-specific requirements vary. Contact each publisher's ad ops team for current specs; these are approximate guidelines:
| Publisher | Preferred Format | Delivery Method | Lead Time |
|---|---|---|---|
| JioHotstar | MP4 H.264 1080p, max 150MB | Hosted URL via VAST tag or direct upload | 3–5 business days for approval |
| SonyLIV | MP4 H.264 1080p, max 200MB | VAST tag or direct upload to Magnite | 3–5 business days |
| Zee5 | MP4 H.264 1080p, max 100MB | Direct upload or VAST URL | 2–3 business days |
| Samsung Ads | MP4 H.264 1080p; home screen formats have different specs | Direct upload via Samsung Ads platform | 5–7 business days |
| YouTube CTV | MP4 H.264 1080p; Google Ads spec | Upload to Google Ads; no separate CTV spec | 24–48 hours (Google review) |
Common creative rejection reasons
- Audio out of spec: Audio too loud (over -16 LKFS integrated) or too quiet. Re-master with proper loudness control.
- Wrong aspect ratio: Submitting a 9:16 (vertical) or 1:1 (square) creative repurposed from social media.
- Low resolution: 720p or lower. Most India CTV publishers require 1080p minimum.
- Illegal or restricted content: Pharma claims, alcohol, gambling, political content — each publisher has category-specific restrictions. India-specific: alcohol ads not permitted on most OTT platforms.
- Missing end card: Some publishers require a branded end frame (2–3 seconds with logo on plain background) as a distinct scene at the end of the creative.
- Broken VAST tag: Creative URL in VAST is not accessible or returns a 404. Test your VAST tags via an online VAST validator before submission.
Repurposing broadcast TV creatives for CTV
Indian advertisers often want to repurpose their existing broadcast TV spots for CTV. This works in most cases, with caveats:
What works: 30-second broadcast spots in 16:9 format re-exported at higher bitrate for OTT are generally fine. Audio normalisation is the main technical step — broadcast masters are often louder than the -24 LKFS CTV target.
What doesn't work: Creatives with embedded watermarks or broadcast bug graphics (channel logos in corner) look unprofessional on CTV and may fail publisher review. Creatives designed for mobile (vertical format, heavy text overlays, voice-over-forward with visuals that only work on small screens) don't translate well to the 10-foot viewing experience.
For best results on CTV: treat it as the premium, full-screen, lean-back viewing environment it is. Creatives designed for impact on a large screen — strong visuals, limited on-screen text, clear brand identity, audio-forward — consistently outperform repurposed mobile formats.