STB in CTV advertising refers to ads delivered through set-top boxes. When a viewer switches on the TV which is connected to the JioFiber Set-top box, an advertisement is displayed, known as the Boot-Up Screen. The ad plays before the user can access any content. Typically, the ad runs for a full day, reaching all active Jio Set-Top Box users, making it a prime spot for maximising brand exposure and driving recall effectively.