Connected TV devices today hold the undivided attention of countless people. So naturally, they’ve become powerful tools for brands to engage with their audiences. CTV offers advertisers to reach viewers traditional TV has lost.
And as we saw in our introduction to CTV , these devices have also changed audience preferences. As a result, CTV ads today are more targeted, interactive, and visually appealing than other TV ads.
In this article, we have a list of 10 CTV advertising examples that stood out to us. For each of them, we’ll aim to discuss the campaign’s content, context, strategies, and how it’s relevant to the unique capabilities of connected TV.
Let’s start with the ads in no particular order!
Ad Formats in CTV
There is a CTV ad format for every campaign objective and audience preference. Find your favorite ones:
- Pre-Roll Ads:These short ads appear immediately after viewers press “play” to watch their selected content. Pre-roll ads are typically 15 to 30 seconds long and are designed to grab a viewer’s attention right from the start. You don’t want to prevent the viewer from watching their favorite show for too long!
- Mid-Roll Ads: These are similar to TV commercials, inserted at natural breaks within the content, like between episodes in a series. They’re typically longer than pre-rolls, lasting from 1 to 2 minutes. Viewers may have mixed feelings about these because they’re sometimes disruptive and sometimes not!
- Post-Roll Ads: Some streaming services also run post-roll ads right after a content piece has finished. This ad format offers more wiggle room in terms of length, and post-roll ads usually last 30 seconds to 2 minutes.
- Overlay Ads: These are smaller, non-intrusive ads that appear at the bottom or side of the screen while the content is still playing. They’re a subtle type of advertisement, usually for when you can’t pause content, like in sports events.
- Interactive Ads: CTV also supports interactive ads, which invite viewers to engage by clicking on a link, completing a survey, or exploring additional product information. If you’re sure you can get an audience’s attention, go ahead and experiment with these!
The ads we have listed in the article are pre-, mid-, and post-rolls. There’s not much to say about overlay ads, and CTV devices still can’t run very engaging interactive ads.
Buick: “Imagine That” (2024)
Buick is a luxury wing of General Motors, so it’s always interesting. Still, getting a bored viewer’s attention might not be too possible without a bit of fun.
Enter the “Imagine That” campaign, a prime example of how businesses can engage viewers with a blend of great features and lifestyle choices. The campaign was specifically for the Buick Encore GX and how it makes your life easier.
The strategy behind this campaign was to highlight the vehicle’s advanced features in a way that puts convenience and connectivity first: two things we all know modern consumers love. Instead of Rather than listing features, Buick chose everyday scenarios, added humor, and crafted a relatable campaign that effectively showcases the car’s benefits.
The campaign’s ads were pre-rolls, where the audience is eager for a new release and probably at the height of their attention.
See a 30-second ad below:
Peloton: “Go the Distance” (2020)
Peloton Interactive is an American exercise equipment company which launched the “Go the Distance” campaign for their Tread+ treadmills. The ad cuts right to the chase, starting with someone working out with the motivated coach in the Tread+ monitor. Then the narrator steps in, telling you about all the ways this product can transform your workouts.
This campaign’s strategy is mostly about demonstrating the product’s key features—a soft running surface, engaging content, and bringing the gym experience home. This one might have a more specific audience than Buick, so reasonable targeting and staying on-brand were of vital importance.
The ad was a mid-roll, popping up in the middle of a show. Though mid-roll ads can sometimes be disruptive, this one serves as a timely reminder to get off the couch! It’s a brilliant placement, really. If it was a pre-roll, it wouldn’t have the same effect because the viewer had just sat down. If it was a post-roll, it could nullify the effect of a good cliffhanger or story.
Here’s the ad:
Apple TV+: Ted Lasso Promotion Campaigns (2020-2023)
Ted Lasso proved to be a pretty popular TV show, living up to the expectations these promo campaigns created. Apple TV+ used the charm (and after the first season, popularity) of the show to make memorable ads for it. The first campaign was about building anticipation, but the second and third were to assure us the show wouldn’t disappoint. These ads all had humor, lively music, and quirky dialogues to get anyone interested.
We explained the strategy a little, but in other words, the campaigns primarily relied on building and maintaining an emotional connection with the audience. The ads were all pre-roll, which is arguably the best format if you have a great, obvious target audience. For example, a viewer selects a comedy sports show, they’re eager to see a comedy sports show, and they see this ad. It works!
Seeing is believing:
Stranger Things (2022)
Here’s a versatile CTV advertising example! Note that we’re talking about season 4 of a popular series, so the audience has certain expectations and non-viewers have also heard of the show. What do you do when you have an established series? You capitalize on the atmosphere, storytelling, and every other good thing that got you there. The particular teaser we’ve put below this section, “Welcome to California,” features Eleven writing to Mike, telling him about a seemingly normal teenage life. The viewers then will get a brusque reminder of just what a dark show this one is.
The campaign’s approach was to build suspense and anticipation for both long-term fans and potential new viewers. One of the campaign’s characteristics that we liked was the fact that it had multiple teasers. The mid-roll ad format isn’t easy to pull off, so any connected advertising agency worth its salt should know how to capture an audience’s attention quickly for as many times as it takes.
Bravo Netflix:
HBO: House of the Dragon Promo Campaigns (2022)
Speaking of grabbing an audience’s attention, you may also want to check out the “Fire Will Reign” campaign for “House of the Dragon.” Every ad in the campaign masterfully uses the iconic sounds and imagery from “Game of Thrones,” which is still the third among the most popular TV shows on IMDB.
Many spin-offs have failed because the creators couldn’t establish a real connection between them and the original show. Apparently, HBO has learnt from all the canceled GoT spin-offs. They’ve also used the pre-roll format, ensuring that the ads reach their intended audience before they become immersed in their content.
A lot of viewers hit the play button and don’t pay any attention to what’s coming, but see if you can play this one and not be stunned for a couple of seconds:
Apple: Privacy. That’s iPhone (2024)
Looking for a CTV advertising example that’s even weirder than Ted Lasso? That could be Apple’s “Privacy. That’s iPhone” campaign, where surveillance cameras decide to sprout wings and record everything users do on the web. The modern-day 1984 ends when those users open Safari, destroying the creepy birds.
Wondering why the luxury brand suddenly decided to talk about privacy? Consider Google, Apple’s most prominent mobile competitor. Google Chrome had over 50 known vulnerabilities at the start of July, and the discussion on privacy has never been more heated. The ad is also a mid-roll, meaning it has to be really interesting to keep the attention of a slightly vexed audience in the middle of their show.
Do you think it was successful?
The Mandalorian (2023)
Like Game of Thrones, Star Wars isn’t an easy act to follow. Some may even argue that it’s harder. So, Disney needed to put a lot of thought into the viewers’ first impression of The Mandalorian. The first two seasons could also be decent CTV advertising examples, but season 3 was the best out of them. We’ve chosen one of the ads to show you below, but they are all dramatic and intriguing.
The strategy behind this campaign is similar to that of House of the Dragon. This one emphasizes the themes of redemption and adventure, which are central to the series. The Star Wars musical identity doesn’t hurt, either. The editing here is particularly impressive, in a way that you might not even understand what just happened over there and want to watch it again.
Combine that with the pre-roll ad format, which they all were to our knowledge. A viewer picks what they want to watch, and they catapult into a whole other universe.
This ad features that universe for 45 glorious seconds:
Adidas’ “Ready for Sport” (2020)
This one is strongly connected to the COVID-19 pandemic, so it might look old. Still, the way the ad works is very different from all the others. You remember what the pandemic was like: loss everywhere, empty entertainment venues, and an uncertain future. Instead of ignoring or circling around all that pain as many other companies did, Adidas opted to embrace it.
“Ready for Sport” was a CTV campaign with a clear message: the fire of sports doesn’t burn out. The ad below features real footage and an equally real commentary embodying hope, inspiration, and determination. It may not be like many other ads, but it gets the job done and positions Adidas as an understanding, supportive brand even through the tough times.
The ad format is also mid-roll, and we believe many could benefit from a little inspiration in the middle of watching TV.
Verizon: “5G Built Right” (2020)
Speaking of ads that work differently than great editing and epic music, let’s take a look at Verizon’s “5G Built Right” campaign. Instead of focusing on the usual devices that benefit from the internet, Verizon opted to be a little more informative. Each of these ads focused on a particular benefit that 5G brings, aside from speedier internet.
The strategy behind this campaign was to differentiate Verizon’s 5G network from its competitors by focusing on its practical applications. The extra information didn’t hurt, either. Something different, like the ad below, easily sticks to mind. You may also remember that there was widespread concern in the US about Chinese technology used in 5G coverage in 2020. That certainly helped this campaign and may be where the “built right” came from.
See a pre-roll ad for yourself:
Ford: “Built Ford Proud” (2018)
Speaking of the US, let’s take a trip toward Ford with the oldest campaign on our list here. In 2018, Ford changed its slogan from “Go Further” to “Built Ford Tough.” They also launched the “Built Ford Proud” campaign to go with the new slogan and feature Ford vehicles and drivers at their best.
The campaign features many videos built with the same strategy: reinforce Ford’s brand identity using the qualities that have made it a household name: reliability, toughness, and American pride. The ads we saw were all in the mid- and post-roll format, playing where the viewer is already engaged with their content. It may feel like a gamble, but like we said, a niche American audience might just appreciate it.
See “Tough is in Your DNA” as an example:
With Connected TV (CTV) transforming how audiences engage with content, it’s time to level up your advertising game. Imagine your brand seamlessly integrated into the content your audience loves—whether it’s through a dynamic pre-roll, an engaging mid-roll, or even a clever interactive ad. Our CTV Advertising Campaigns do just that. We craft high-impact, visually stunning ads that not only catch eyes but leave a lasting impression. Let’s take your brand beyond the ordinary and captivate viewers when they’re most immersed.
But we don’t stop there. From Creative Content that tells your story in a way that resonates, to Gamified Advertising Campaigns that invite users to play and interact with your brand, we have all the tools to spark genuine connection. Pair this with our expertly designed Paid Ads, and you have a formula for success that reaches the right audience at the perfect moment. Ready to make your brand unforgettable? Contact us today, and let’s create something remarkable together!
Arya
