As of 2022, six out of ten Americans regularly used Connected television (CTV) platforms. Since then, CTV has only continued to step further into the limelight, becoming the preferred means of consuming entertainment for many households nationwide.
As an advertiser, you know you can target and captivate your ideal audiences with great CTV content if you follow a strategic approach. Still, you need to understand and follow the latest CTV specs to best optimize the quality and presentation of that content on such platforms.
Below is a detailed breakdown of the format and video specs for some of the biggest names in CTV platforms:
Hulu
Hulu was one of the first streaming platforms to hit the mainstream, playing a huge role in kickstarting the CTV revolution. Perhaps more importantly, it offers multiple subscription formats, including a few ad-supported tiers, making it a great outlet for CTV advertising.
Here are the basic Hulu video specs and ad formats:
- File Type: QuickTime (.mov) or MPEG-4
- Bitrate: Ten to 40 Mbps
- Frame Rate:98, 24, 25, 29.97, or 30 frames-per-second (fps)
- Video Length: 15 to 30 seconds
- Max File Size: 10 GB max
- Aspect Ratio: All files must be in 16:9 format
Even after creating content that adheres to these specs, you must ensure it is attention-grabbing, captivating users from the opening frame. Tell a story, incorporate music, and use powerful imagery to deliver useful information.
Roku
Roku devices allow you to deliver impactful and personalized ad placements on banners and borders surrounding a viewer’s screen. The specs for Roku ads are as follows:
- File Type: MP4
- Video Length: 15, 30, or 60 seconds
- File Size: 25 to 100 MB
- Aspect Ratio: 4:3
As always, call-to-actions (CTAs) are essential; you must deliver your message, throw in a relevant incentive, and wrap things up in just a few seconds.
Peacock
Peacock, like Hulu, is unique in that it offers streaming and live coverage options in one app. As such, it has a diverse user base, some of whom undoubtedly include members of your target audience. Proper advertising on Peacock requires adhering to these designations:
- File Type: QuickTime/MP4 (Video Ad-ID required)
- Bitrate: Greater than 15 Mbps
- Frame Rate: 98, 25, or 29.97 fps
- Video Length: 6, 15, 30, 45, or 60 seconds
- Max File Size: 10 GB
- Minimum Resolution: 1920 x 1080
- Aspect Ratio: 16:9
As mentioned above, you’ll need to register for an Ad-ID — a unique identifier for all of your commercial assets — before you can advertise on Peacock. Also, make sure you go through the platform’s advertising tools and activate the ad rotation feature; otherwise, your audience will be bombarded with the same ad every time.
Tubi
Tubi is a free ad-supported streaming TV service, meaning there is plenty of quality ad space for your brand to appear in front of potential leads.
Should you choose to start advertising on Tubi, you’ll have to follow these specs:
- File Type: .mov, .mp4, mpeg, .mpg, or .mxf
- Bit Rate: 25 Mbps
- Frame Rate:976, 24, 25, 29.97p, 50i, 59.94i fps
- Video Length: 6, 15, or 30 seconds
- Max File Size: 135 MB
- Minimum Resolution: 1920 x 1080
- Aspect Ratio: 16:9
Tubi does offer both 45- and 60-second advertising slots, but you need case-by-case approval for these windows. For the most part, stick to the shorter formats to keep your audience engaged.
Amazon Fire TV
Given its parent company, Amazon Fire TV already has a huge reach, making it a great choice if you want to break into new markets or solidify your presence in existing regions.
The specs Amazon requires are as follows:
- File Type: 264, MPEG-2, or MPEG-4
- Bitrate: 2 Mbps
- Frame Rate: At least 15 fps
- Video Length: 15 or 30 seconds
- Max File Size: 500 MB
- Aspect Ratio: 16:9
Remember, though, that using a highly competitive platform like Amazon Fire TV means applying data insights to your targeting strategy. Ad placement is everything; data analytics will help you decide when and where to place your ads.
Netflix
Netflix is a streaming titan known for its ad-free streaming services, but it only joined the CTV advertising movement in late 2022. In any case, getting in on the action means following these specs and format rules:
- File Type: .mov, .mp4
- Bitrate: 8 Mbps to 80 Mbps
- Frame Rate: 976, 24, 25, 29.97, or 30 fps
- Video Length: 15 or 30 seconds
- Aspect Ratio: 16:9
Netflix will likely be selective about approving ads, so ensure your content is top-notch by investing in quality production and messaging.
Getting Started With CTV Ads
As you prepare to join the CTV revolution, familiarize yourself with these ad specs, pick the platforms you want to market on, and find a CTV campaign management solution that gives you total control. In doing so, you’ll be well on your way to launching an impactful CTV campaign.