Prepare your CTV video ads
A good CTV ad gets people interested in seconds and stays clear on a big screen. This article covers the formats you can use, the file specs for each one, and tips for videos that make people want to visit your site.
Choose your format
Format | What it is | Use it when you want to… |
Single video | Your own MP4 video, played full screen | Show your brand message or a key product |
VAST tag | A video hosted by your own ad server | Keep using your existing ad server and tracking |
Single video specs
Requirement | Spec |
Aspect ratio | 16:9 |
File type | MP4 |
Maximum file size | 25 MB |
Resolution | 720p (or the original resolution if it's lower) |
Length | Up to 30 seconds (30 seconds recommended) |
Video bitrate | 256 kbps |
Audio | AAC or MP3, 64 kbps, 48 kHz |
Third-party tracking | Supported |
VAST tag requirements
Requirement | Spec |
VAST version | 2.0 or higher |
Length | Up to 30 seconds |
Video file | An MP4 file must be included in the tag |
Wrappers | No more than one wrapper, pointing to one inline VAST |
Security | All ad responses use HTTPS, and all servers involved are fully SSL-certified |
Not supported | VPAID, companion ads, and ad pods (back-to-back ads) |
Content | Free of malware, spyware, pop-ups, and other software such as ActiveX |
Macros | Supported, but they need to be adjusted before you share the tag |
Third-party vendors | No restrictions |
Tips for CTV creative that gets noticed
Hook viewers right away. Open with a question or a familiar moment, like "Looking for the perfect running shoes?"
Show your product in real life. Show it being used instead of listing features.
Keep it short and bold. 15–30 seconds is enough to build interest without losing attention. Use large, clear text for key points.
Tell viewers what to do next. Use calls to action like "Discover more" and add a QR code or web address so they can act from their phone.
Recommended setup to get more from your CTV ads
A TV ad starts the story, but people can't click on it. Here's how we recommend setting up your campaigns, so shoppers who see your ad keep moving toward a purchase.
Pair CTV with sequential display or video ads
We recommend running one or two sequential display or online video campaigns alongside your CTV ads, with the same objective. Use them to build your story and guide shoppers through the funnel.
A household sees your TV ad. Your story starts on the big screen.
We follow up with display ads. The same household then sees your display ads on their phone, laptop, or tablet.
They act. Since display ads are clickable, shoppers can go straight to your site to explore or buy.
Why does it work?
Continue the story. Reach the same shoppers again with a message they already recognize.
Move shoppers closer to buying. Turn TV awareness into visits and sales.
See the full impact. Pick CTV + sequencing in your CTV Campaign Analytics report to see how they work together.
Some more setup tips
Choose one clear goal. Pick video views for reach, visits for site traffic, or sales for purchases. Use the same goal for your CTV and sequential display or video campaigns.
Keep your audience broad. Only part of any audience can be reached on TV, so a very narrow audience limits how often your ads can run. Start broad and let Criteo AI find the households most likely to act.
Give your campaign time to learn. Plan for four to eight weeks, and at least three. The first four to five days is a learning period, so slower spending at the start is normal.
Make sure your site tracking is in place. The Criteo OneTag, or a server-to-server integration, lets us connect TV views to the visits and sales that follow.
Always add a landing page. People can't click on your TV ad, but we still need the page URL for tracking.
Using a QR code? Share the page you want the ad to redirect to with your Criteo team. People who scan it show up as visits in your reporting.
Next step
Send your assets to your Criteo team. For our full ad submission rules, see the Criteo advertising guidelines.