Connected TV (CTV) is no longer just streaming—it’s the centerpiece of India’s advertising future. With household penetration soaring (~60 million by end-2025) and ad spend projected at ₹2,300–2,500 Cr, brands must adopt smart, engaging formats to win attention and ROI. From pause ads to shoppable overlays and AI-driven interactivity, here’s your go-to breakdown for 2025.
New to Connected TV advertising? Read our complete guide What Is CTV Advertising? Discover How It Works (2025) for definitions, audience trends, and platform insights before exploring the latest high-ROI ad formats for 2025.
Why These Formats Are Exploding Now
- Explosive growth: 35 million new CTV households (30–35% YoY growth) transforming viewership habits.
- CTV spend boom: Ad budgets rose from ₹86 Cr (2023) to ₹1,500 Cr (2024), with ₹2,300–2,500 Cr expected in 2025.
- Viewer attrition away from traditional TV: 33% of urban homes now watch only CTV.
- CTV performance edge: >90% ad completion rates and 23% better ROI vs linear TV.
- Rise of addressable—no “spray and pray”: Targeting household-level precision plus AI-driven personalization is now mainstream.
1. Pause Ads
Platforms: Disney+ Hotstar, soon YouTube Select
What: Engaging static or short videos appear when viewers pause content.
Why it works:
- Pauses occur 4–5x/day—ads feel natural and non-intrusive.
- 20–80% longer attention span compared to traditional formats.
Example: Mondelez and Saffola generated double-digit brand lift using pause ads on Hotstar.
2. QR & Shoppable Overlays
Platforms: YouTube CTV, Fire TV, Samsung TV+, LG Channels, Hotstar
What: Viewers scan on-screen QR codes or click overlays to buy products instantly.
Why it works:
Example: Kia’s IPL campaign featured QR overlays that boosted test drive bookings.
3. Full‑Screen Mastheads & Home‑Screen Billboards
Platforms: YouTube CTV masthead, Hotstar, JioCinema, Zee5
What: Dominant ad slots front-and-center on app home pages.
Why effective:
- Prime real estate attracts high impact and reach
- Core part of India’s current ₹1,500 Cr CTV ad spending.
4. Pre‑Roll & Mid‑Roll Video Ads
Platforms: OTT and CTV apps like Hotstar, JioCinema, Netflix
What: Traditional in-stream video ads with narrative control.
Why still valuable:
- Over 90% completion rates—higher than mobile or desktop
- Ideal for storytelling where viewers are engaged
5. Interactive / Remote‑Driven Ads
Platforms: FAST (Samsung TV+, LG), SDK-powered OTT apps
What: Ads feature polls, galleries, or choice-based interactive features through remote engagement.
Why it works:
- +71 sec added engagement—immersive ad experience
- Shift from “lean-back” to “lean-forward” engagement—enhancing message absorption
6. AI + Addressable Mashup
- Dynamic customization: Real-time AI adjusts ads based on viewer profile, content, ZIP code, or even time of day
- Privacy-safe contextual targeting: High performance without cookies—AI makes ads contextually relevant
Format Comparison at a Glance
| Format | Platform Examples | Why It Works |
| Pause Ads | Hotstar, YouTube Select | Natural attention, non-intrusive, high recall |
| QR/Shoppable Overlays | YouTube CTV, Fire TV, FAST | Immediate action, high engagement |
| Home‑Screen Mastheads | YouTube CTV, Hotstar, Zee5, JioCinema | Maximum visibility for awareness |
| Pre/Mid-Roll Video Ads | OTT & CTV apps | High completion, strong storytelling |
| Interactive Ads | FAST, SDK OTT apps | Deep engagement, remote-driven interaction |
| AI / Addressable Ads | All CTV platforms | Precision and personalization at scale |
The 2025 CTV Campaign Journey
- Awareness: Launch with mastheads and pre-roll ads.
- Attention: Mid-campaign boost with pause & interactive ads.
- Conversion: Drive action with QR overlays and shoppable creatives.
- Retention: Reinforce with mid-rolls, followed by cross-screen retargeting.
- Optimization: Track dwell time, completion, scans, performance, and CPR to continuously refine
The Next Frontier for CTV Ads
- Cross-screen harmonization: TV + mobile + DOOH = seamless campaign journeys.
- GenAI ads: Ultra-personalized ad creative adjusted in real-time.
- Enhanced contextual ad targeting: AI-infused ads placed based on show, tone, and sentiment
Final Takeaway
CTV in 2025 isn’t just about reaching—it’s about engaging and converting. With a media mix rich in interactive and addressable formats, brands can now navigate viewers through awareness, to action, all within the same big-screen experience. Don’t just be present—be memorable, measurable, and meaningful.
Take your CTV to the next level — Talk to The Media Ant for format strategy, creative wizards, cross-screen execution, and live media optimization. Start by exploring our CTV Planning Tool to map your audience, select the right formats, and estimate budgets before your campaign goes live.
References:
https://www.adomantra.com/blog/breaking-boundaries-top-ctv-advertising-trends-for-2025
https://www.innovid.com/resources/reports/2025-ctv-advertising-insights-report
