“The digital advertising industry is evolving faster than ever, and at IAB we’re not reacting to change, we’re driving it,” said Goldstein. “These strategic IAB Center of Excellence hires are a clear investment in the future of digital advertising with a sharp focus on AI, commerce media, the creator economy, streaming video/CTV, and measurement. We are equipping our members to drive innovation, not just respond to it.”

New Leadership to Spearhead Core Initiatives

The organization welcomes three new senior executives with deep expertise across AI, commerce/retail media, and digital media strategy.

Collin Colburn, Vice President, Commerce, leads the IAB Commerce Board and related initiatives within the broader commerce landscape, including retail media. With prior roles at Forrester and Horizon Media’s commerce agency, Night Market, Colburn is focused on supporting the growing commerce media ecosystem, defining incrementality, and navigating the convergence of the store and monetization strategies. By defining industry standards that support transparent, accountable, and adaptable commerce practices, Colburn aims to promote consistent frameworks to improve operational efficiency and help advertisers use media more effectively in today’s digital marketplace. He will also spearhead IAB’s annual Connected Commerce Summit, in NYC on September 9, 2025.

“IAB is at the forefront of advancing the maturity of commerce media and focusing on driving consistent, transparent standards across the commerce landscape. It’s exciting to be part of an organization that’s not only shaping the conversation but also building the infrastructure for a more trustworthy and effective digital ecosystem,” added Colburn.

Jamie Finstein, Vice President, Media Center, brings over 15 years of digital strategy experience from WPP Media. She will drive advancement across CTV, digital video, audio, DOOH, and brand safety. In this role, Finstein will support the growth of video through data-driven standards, help resolve video measurement, and drive consistency across the marketplace and standardize video formats. She will also drive audio innovation by enhancing programmatic standards and VAST integration, support DOOH (DOOH) by addressing the space’s unique complexities, and strengthen brand safety by tackling AI-driven fraud. Additionally, Finstein will lead the IAB Audio and Video Boards, as well as key events including IAB Video Leadership Summit on July 14-15 and IAB Podcast Upfront (September 30) as well as IAB NewFronts.

“I’m excited to join IAB at a time when the industry is evolving rapidly and the demand for advancements in standardization is growing,” said Finstein. “There is a real opportunity to drive meaningful progress – bringing greater consistency, transparency, and innovation to how we create, measure, and improve digital experiences. I look forward to working with our members and partners to drive innovation and build a more unified digital ecosystem.”

The IAB Media Center also includes Jason Adamski and Matt Shapo as Directors. Adamski joins IAB after leading media strategy at Ferrero as North American Media Manager, with prior senior media positions at PepsiCo, Accenture, MediaVest, Mullen, and Boston Beer Company. In his role with the IAB Media Center, Adamski oversees video and digital out of home (DOOH), focusing on standardizing DOOH planning and buying practices, enhancing measurement models, and proving its effectiveness across the full purchase funnel to elevate DOOH as a key part of omnichannel media plans.

A passionate advocate for audio’s powerful role in omnichannel advertising campaigns, Shapo leads education and research initiatives, advocating for audio’s unique strengths and promoting collaboration among publishers, tech providers, content creators, and brands to support sustainable, ad-supported media. He also leads the IAB’s Ecosystem Health Initiative, which elevates the value of news-related content and focuses on advancing contextual targeting across all media genres as well as supporting the growth of publishers and the open web.

Caroline Giegerich, Vice President, AI, previously announced, will lead IAB’s AI roadmap by developing tools, resources, and standards that support the responsible and effective use of AI across all corners of the digital advertising industry. With over twenty years of experience in marketing, innovation, and emerging technology, she has held senior roles at HBO, Warner Music Group, MediaLink, and Smashbox Cosmetics.

“AI is reshaping every aspect of digital advertising, and the industry needs clear guidance to move forward with confidence,” added Giegerich. “IAB is focused on delivering actionable frameworks, best practices, and scalable tools that ensure AI is used responsibly and effectively. As I take on this role, I am eager to help our members understand AI is not just about innovation—it’s about building a foundation the entire ecosystem can trust and build on.”

“This reorganization represents a pivotal step in ensuring IAB continues to deliver best-in-class leadership, resources, and insights to help our members navigate the rapidly evolving media and marketing landscape,” concluded Gabilan. “Collin, Jamie, and Caroline, are on the bleeding edge of their respective fields and will provide our members with the perspective they need to thrive in a changing advertising ecosystem.”

Additionally, Angelina Eng has been promoted to Vice President, Measurement, Addressability & Data (MAD) Center and CoE Operations. She will continue to oversee the MAD Center, while also coordinating operations across all IAB Centers of Excellence to streamline processes and boost collaboration. Eng will also lead the IAB Measurement Leadership Summit on July 15-16.

As part of IAB’s Centers of Excellence leadership, Zoe Soon, Vice President of the IAB Experience Center, is also expanding her remit to lead the newly established Creator Economy Board and oversee all creator economy and gaming initiatives, including IAB PlayFronts. And Matthew Renne, Vice President of the Professional Development and Education Center (PDEC), plays a key role in equipping digital marketing and media professionals with industry-driven training and resources to foster growth, adaptability, and long-term success in today’s workplace.

About IAB

The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

IAB Media Contacts
Kate Dougherty / Brittany Tibaldi
551-265-2825 / 516-974-2216
kdougherty@kcsa.com /btibaldi@kcsa.com

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New York, NY, April 28, 2025 – A resurgence in live events and sports programming on streaming platforms, coupled with the expansion of self-serve and programmatic ad tools, helped CTV rebound with 16% year-over-year (YoY) growth in 2024, according to IAB’s “2025 Digital Video Ad Spend & Strategy Report: Part One.”

Now in its twelfth year, the report, developed in partnership with Advertiser Perceptions and Guideline, provides a comprehensive snapshot of the U.S. digital video marketplace across CTV, social video, and online video, surfacing how and where ad dollars are flowing and why.

“2024 was a pivotal year for digital video advertising. With high-quality content moving to streaming, advancements in advertising technology, and an influx of new inventory accelerated growth for both consumers and advertisers,” said David Cohen, CEO, IAB. “CTV is making it clear it’s a go-to channel for both viewers and advertisers and is expected to continue growing along with social video and online video.”

Digital Video is Pulling Further Ahead of Linear TV, Solidifying its Dominance

This year’s findings underscore a clear shift in momentum as digital video is expected to capture nearly 60% of total TV/video ad spend in 2025, double its share from just five years ago. This growth builds on a major turning point in 2024, when it surpassed linear TV for the first time. Digital video ad spend rose 18% in 2024 to $64 billion and is projected to grow another 14% in 2025, reaching $72 billion—two to three times faster than total media overall.

“The video industry continues its transformative shift towards streaming driven by content, creators, technology, and improved measurement. However, it is important to acknowledge that ongoing economic uncertainty, including tariffs, geopolitical conflicts, and changing consumer confidence, the marketplace in 2025 is more difficult to predict than ever before,” added Cohen.

All three types of digital video, CTV, social video, and online video, are driving the overall channel’s trajectory, with each posting double-digit growth.

“CTV and social video are core pillars of a brand’s comprehensive and integrated media strategy,” said Chris Bruderle, VP, Industry Insights & Content Strategy, IAB. “Consumer attention has already moved to these platforms, and advertisers are meeting them there – not just for the scale, but for the ability to precisely target, measure performance across devices, and drive real business outcomes. These channels are now foundational to any effective media strategy.”

CPG, Retail, and Pharma Drive Digital Video Ad Spend Growth Through 2025

As the digital video marketplace continues to grow, more categories are ramping up their ad spend to connect with consumers where they watch content the most. In 2025, most major categories are set to increase digital video ad budgets by double-digits with CPG (13%), retail (18%), and pharma (19%) leading the way. These categories are capitalizing on advanced targeting, including AI-driven personalization, real-time insights, and shoppable ad formats to drive deeper engagement and more immediate consumer action.

Programmatic Self-Serve Tools are Reshaping the CTV Ad Landscape for SMBs

CTV is no longer just for brands with big budgets–following the rise of programmatic self-serve tools, small and mid-size businesses are stepping into the spotlight. In 2025, most of the dollars flowing into CTV are coming from reallocations—primarily from linear TV (36%), social media (36%), and other digital channels like online video, paid search, and display. This shift reflects growing confidence in CTV’s ability to deliver targeted, high-impact campaigns, now made even more accessible through programmatic and self-serve tools.

Cohen concluded, “The combination of self-service technology, accessible pricing, and the ability to link spend to outcomes has empowered small and mid-size businesses to get a piece of the CTV pie, making it easier and effective to promote, reach, and engage with audiences.”

The IAB “2025 Digital Video Ad Spend & Strategy Report: Part One” report can be accessed here. Part two of the report, which will be released on July 14th during the IAB Media Center’s Video Leadership Summit, will focus on strategies behind these growth rates.

About IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

About Advertiser Perceptions
Advertiser Perceptions is the leader in providing research-based strategic market intelligence to the complex and dynamic media, advertising, and ad tech industries. Our curated, proprietary Ad PROS Network and deep relationships with the largest advertisers provide clients with an unbiased view of the market, their brand, and the competition. Our experts provide timely and actionable guidance enabling clients to improve their products and services, strengthen their brands, and drive more revenue. The largest, most innovative global media and ad technology businesses rely on Advertiser Perceptions.

About Guideline
Our mission is to redefine the future of the world buys and sells media.
We combined the leading media planning and data companies to create the world’s most trusted set of solutions to help shape mission-critical advertising decisions. Though we already provide guidance to the world’s leading brands, agencies, and media owners; we are just getting started.

We are busy innovating, expanding existing capabilities, and leveraging AI to offer automated, intelligent solutions to age-old industry processes.

As the industry leader, 25 out of the world’s 30 largest brands and 9 of the top 10 most valuable global media owners rely on our solutions. Guideline provides critical data to the largest media measurement companies, demand-side platforms, and institutional investors. We partner with all six of the biggest agency holding companies, as well as several of the largest independents, analyzing over $150 billion in annual media spend globally.

IAB Media Contacts
Kate Dougherty / Brittany Tibaldi
551-265-2825 / 516-974-2216
kdougherty@kcsa.com / btibaldi@kcsa.com

The post Digital Video Is Set to Capture Nearly 60% of All TV/Video Ad Spend in 2025, CTV Rebounds to Double-Digit Growth in 2024, According to IAB appeared first on IAB.

Double-Digit Growth Projected for CTV, Social Media, and Retail Media
While overall ad spend growth is projected to be lower than 2024, which surged due to the Olympics and the Presidential election, it remains positive with an anticipated modest growth of 7.3%. Retail media is projected to grow at more than twice the rate of spend overall (+15.6%). CTV expects double-digit growth (+13.8%), as does social (+11.9%).

“This report clearly shows that budgets are being focused at the points where consumers, commerce, and video converge — where advertisers can leverage the power of sight, sound, and motion and consumers can engage or transact,” said David Cohen, CEO, IAB. “Advertisers are starting the year looking for growth, and investing in channels that drive the most meaningful business results.”

Buyers Pursue Growth Amid Inflation, Fragmentation, and Persistent Measurement Challenges
Buyers’ goals, as in previous years, span the entire purchase funnel. But customer acquisition remains the top priority, increasing 12% year-over-year as buyers seek revenue growth to offset shrinking margins from ongoing inflation.

In addition, the increasingly fragmented ad ecosystem compounded by signal loss and the proliferation of walled gardens has the buy-side revisiting and evolving marketing mix models (MMM) along with tactics to improve reach and frequency.

Concerns about deduplication, incrementality, and measurement remain, particularly in video streaming where the growth buyers are excited about also fuels their top concern – cross-platform measurement.

80% of Buyers are Using or Exploring Generative AI in Media Planning and Activation
The adoption of generative AI in media planning is growing, with nearly 8-in-10 buyers already using (42%) or exploring (36%) the technology for media planning and/or activation. Half of users are already insisting on mandatory human oversight and clear brand safety protocols to protect against misuse, inaccuracies, and other risks.

While the excitement for Gen AI is high, it is still early days for the companies leveraging it. Only one-third of the companies using it have organized, collaborative resources in their organizations. There is still a lot of opportunity for companies to drive efficiencies and growth.

“Thoughtful buyer optimism is always a good way to start the year,” continued Cohen. “And the smartest way for the industry to keep that alive, is to give advertisers the transparency, choice, and business results they’re looking for. The market waits for no one – we must keep pushing forward.”

The full “2025 Outlook: A Snapshot into Ad Spend, Opportunities, and Strategies for Growth” study is available here.

Read the Full Study

About IAB
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

IAB Media Contacts
Brittany Tibaldi / Michael Vaughan
347-487-6794 / 813-210-1706
btibaldi@kcsa.com / mvaughan@kcsa.com

The post IAB Report Highlights Optimism in Digital Advertising with Double-Digit Growth for Retail Media, CTV, and Social appeared first on IAB.

NEW YORK — November 16, 2021 – In 2023, the California Consumer Privacy Rights Act (CPRA) will go into effect. To help companies serving the Connected TV (CTV) and over-the-top (OTT) digital advertising supply chain prepare to comply with the legislation, today IAB’s Project CCPA Crosswalk Working Group released “Project Crosswalk: Addressing CCPA Compliance within the CTV/OTT Marketplace.”

The white paper examines stakeholders within the CTV/OTT marketplace, how participants disclose and process personal information, how they view themselves when applying the California Consumer Privacy Act (CCPA) definitions and corresponding compliance obligations, whether and what friction points exist when addressing CCPA compliance, and potential solutions deserving further exploration. The report will be used as a basis to develop recommendations for how CPRA opt-outs might work under the new law.

“The CTV landscape is incredibly fragmented with different CTV providers using different identifiers and definitions of who is a business, service provider, and third party,” said Michael Hahn, SVP & General Counsel, IAB and IAB Tech Lab. “This report provides an overview of the landscape. From here, we are starting to scope out solutions to ensure that CTV and OTT companies are compliant when CPRA becomes law.”

The report found that:

• Approximately 75% of survey respondents state that they “sell” personal information within the CTV/OTT ecosystem, there is a lack of consensus on who should provide the “Do Not Sell My Personal Information” link, and where and how to offer such an option. This is the biggest stand-out challenge when operationalizing CCPA compliance in the CTV/OTT environment.
• CTV/OTT targeting often happens at the household level via IP address but can also include other proprietary user IDs. Publishers and advertisers will use this data, often in combination with viewing data, to segment and then target users on their devices.
• Most platforms, device providers, advertisers, and content providers view themselves as a “business” under the CCPA. However, the ad tech intermediaries, such as Demand-Side Platforms (DSPs), Supply-Side Platforms (SSPs), and ad servers, were evenly divided in describing their roles as a “business, “service provider,” or “third-party.” Measurement companies mainly take the position that they are a “service provider” under the CCPA.

The Project CCPA Crosswalk Working Group was created by the IAB Legal Affairs Council and focuses on:

• Identifying current CCPA practices in the CTV/OTT marketplace
• Identifying data flows that are relevant to CCPA analysis
• Developing a common framework for addressing CCPA classifications
• Determining next steps in order to prepare scalable CPRA/CCPA compliance solutions to address data sales and service provider disclosures

Today, IAB’s CCPA Consent Framework and Limited Service Provider Agreement have been widely adopted and leveraged by hundreds of companies to comply with the CCPA. The IAB Legal Affairs working group is working to develop a recommendation for CPRA.

The “Project Crosswalk: Addressing CCPA Compliance within the CTV/OTT Marketplace” Report, which is sponsored by OneTrust, can be downloaded here.

About IAB

The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 650 leading media companies, brands, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

IAB Media Contacts
Kate Tumino / Brittany Tibaldi
212-896-1252 / 347-487-6794
ktumino@kcsa.com/ btibaldi@kcsa.com

The post IAB Unveils Assessment of State of Compliance for CTV and OTT to Prepare for Looming CPRA Regulation appeared first on IAB.

By: Nina Muñoz

Not too long ago, I was having dinner with my 5- and 7-year-old nephews. With their roaming and curious minds, you never know where the conversation might go but to my surprise, they were excited to tell me about a CTV commercial they saw with their family at home. The ad was for a popular theme park, and they were given the option to select a specific aspect of the vacation experience in the park. As they were sharing the excitement of the ability to choose their own adventure in the ad, it struck me that I was hearing out of the “mouths of babes” why CTV represents an extraordinary opportunity to create a better advertising experience – one that is relevant with a compelling story that matters to the specific household and even allows the consumer to take action in a way that is non-intrusive and fosters a closer relationship with the brand. I share this story because it points to what I believe is true. Consumers do not hate advertising. They hate bad advertising.

There is plenty to be excited about for the streaming future of television. Almost 83% of households now own a connected TV and the banquet of quality content drove 30 billion minutes of streaming in Q1 2021 — which is up 122% from Q1 2018 where consumers watched 13.5 billion minutes. ¹ If we do not get the consumer ad experience right, this upward trajectory for CTV could be stifled.  That is one of the biggest questions today—how can we provide the best possible ad experience to support this growth moving forward? The good news is that connected TV provides an entirely new canvas for marketers with new content capabilities, creative formats, and audiences with new expectations. The more concerning news is that as personalization becomes increasingly challenged in a more privacy-focused era, the need for creative that performs, scales and is privacy compliant across platforms has never been more important. The industry has the opportunity to abandon legacy approaches and reinvent the medium by putting the consumer and the creative ad experience at the center.

One way the industry is looking at up-leveling the CTV ad experience is by leveraging creative innovation to facilitate more engaging connections with consumers that drive entertainment as well as utility. Danielle Brown, SVP, Data Enablement and Category Strategy, Disney Advertising Sales stated, “Consumers will no longer accept a bad experience. The future of CTV advertising will more heavily leverage non-intrusive innovative ad formats. Consumers continue to want choice and storytelling, and to deliver on this, Disney is enabling a myriad of solutions such as the ability to choose to watch longer form brand content, learn more about products that interest consumers and deliver sequential messaging to create a unique ad experience across our platforms.” Kevin Lappen SVP, Peacock Sales, NBCU echoed that sentiment, “These innovative CTV ad formats aren’t just being discussed as custom one-offs. These formats are being discussed as part of our Upfront efforts this year and we expect that trend to continue in the years to come.”

However, the industry agrees that we do not need an infinite number of innovative ad formats to select. Rather, to scale, publishers and advertisers need to adopt a handful of innovative and effective CTV ad formats that leverage existing technologies to become more turnkey and scalable. In IAB’s recent Video Ad Spend Study (released in May 2021), advertisers expressed interest and enthusiasm in investing in the following CTV ad formats: dynamic overlays, choice-based ads, shoppable ads, and voice integrated ads. In additional IAB member interviews, leveraging creative extensions/end cards and sequential CTV creative emerged as other important CTV creative tactics. The formats are defined as:

• Dynamic Overlay: Marketers can take existing video creative and use data to add an overlay that is personalized to the viewer.
• Choice Based Ads: Allows the user to control the ad experience by choosing the ad they want to see.
• Shoppable and Actionable Video: Interactive ads designed to connect consumers with products, services, or merchants within the ad itself. The ads can provide product learning and exploration, links to additional information, and could enable click-to-buy capabilities within the ad unit itself.
• Voice-Integrated Video Ads: Allows audiences to use their voice to interact with a brand by following on-screen prompts to speak into their remote.
• Sequential CTV Creative: Allows marketers to tell a story that unfolds across several CTV creatives, instead of trying to tell a story within a single ad.
• Creative Extensions & End Cards: Short-form content that is displayed before or at the end of an existing CTV creative.

This is why IAB, in partnership with contributing members, created the “CTV Creative Best Practices” guide. Our goal, along with highlighting creative innovation, is to educate publishers, agencies, and marketers on how to create the best possible consumer ad experience in CTV. A good consumer ad experience ultimately helps the whole ecosystem. It gives publishers the runway to better monetize their content and marketers/agencies the ability to reach their audiences and achieve their campaign goals. This guide identifies overall best practices for the CTV consumer ad experience, highlights the innovative CTV ad formats the industry is leaning into, and shares creative examples that showcase marketers’ success with those formats (creative examples). We also share insights from industry interviews conducted by the IAB Media Center that highlight where the industry needs to focus in the future to ensure we aren’t repeating mistakes of the past.

Below are eight key tips and advice for creating an optimal consumer CTV ad experience. To read the full guide, click here.

1. Reduced and sustainable CTV ad loads are important to the consumer experience but must be balanced with other components of the ad experience like delivering the right creative with the right resolution that’s matched to the viewer’s screen size, improving reach and frequency management, etc.
   

   In long-form content, the industry shouldn’t solely focus on serving less ads to improve overall viewing experience. They should also be thinking about how to make those ads less intrusive. – David Dworin, VP, Advisory Services And Trust, FreeWheel

2. Creating multiple creative variants helps avoid creative burnout and is important for effective storytelling. With the help of publisher and ad tech partners, multivariant CTV creative does not need to be cost prohibitive.
3. Frequency Control: While overall frequency certainly matters at the campaign level, it is critical to ensure the same creative is not repeated back-to-back in the same pod or delivered in the exact same position in an ad pod that is later in a program (for example, in the first position of every mid-roll break of a full episode.)
4. Get on board with the latest technical video ad serving standards: To avoid latency and buffering, it is critical to get the basics of video ad serving right (with guidelines like IAB’s Digital Video In-Stream Ad Format Guidelines and VAST 4.x which support the highest quality CTV ad experience) before you move on to more advanced ad innovations.
   

   If everyone in the industry was following IAB video guidelines, the number of problems we see in executing video campaigns would greatly decrease. Getting the basics of video ad serving right is crucial for the consumer ad experience. – Jarred Wilichinsky, SVP, Global Ad Monetization and Operations, ViacomCBS

5. Leverage standard creative ad registries like Ad-ID (support for which is built into VAST 4.x) to enable better creative asset management, ad frequency, and better tracking/reporting.
6. CTV ads can be interactive (but do not think of it like display):Interactive ads on CTV leverage a different engagement model than other platforms. They may use the user’s remote to serve up additional product information or image galleries. Voice activation may also be available to activate calls-to-action that enable product information requests or purchase direct from the screen. Be sure to include specific calls to action to educate and direct consumers.
7. Shoppable QR Codes: We saw during the pandemic how restaurants leveraged QR codes for menu viewing. The same mobile scanning technology can be used to bring the store to CTV screens — enabling purchase directly from CTV ads. Make it easy for consumers to use the QR codes by ensuring the code is large enough to scan from the couch and visible for the duration of the ad.
8. Experiment (but within reason): It’s important to test and learn which creative innovations work best to reach and engage with your specific audience while supporting your defined KPIs. However, don’t overuse capabilities as that can be counterproductive to engagement goals.

The creative pallet in CTV is continually evolving. Be sure to visit IAB.com for future updates, research, standards, and best practices. If you have thoughts on this document/CTV creative or would like to get involved further, please reach out to committees@iab.com.

¹Source: eMarketer, Feb 2021 & Nielsen, June 2021

CTV Creative Best Practices Guide

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