87% of CTV viewers are less likely to skip ads compared to traditional linear TV (Source: YouGov). This remarkable engagement statistic highlights CTV’s potential for advertisers. But does ad placement truly impact performance?
In linear TV, ad placement is largely unpredictable, with broad Designated Market Areas (DMAs) leading to significant wasted ad spend. CTV, however, changes the game. With 92% ad relevance and a 30% reduction in wasted spend (Source: Skeltech), CTV enables precise targeting that maximizes efficiency.
CTV’s precision targeting is about choosing the right placement to drive maximum impact. With multiple ad placements available, each comes with its own impact on engagement and performance. But what really dictates the perfect drop spot for your ad? And what if the usual suspects don’t fit the bill for your campaign? Lets dive into the blog to understand ctv ad placements better.
Factors Affecting CTV ad Placements:
Placement isn’t just about where an ad appears—it’s a strategic decision influenced by multiple factors:
- Inventory Dynamics: Ad slot availability and real-time bidding affect placement options.
- Publisher Compliance: Adherence to platform and publisher policies, such as mid-roll restrictions and duration limits.
- Content Context: The type of content—live events, short-form,
- or long-form—impacts the best placement for minimal disruption.
- Cost-Benefit Analysis: Premium ad slots demand higher investment and require rigorous ROI evaluation.
- User Experience (UX): Balancing ad impact with a seamless viewing experience is crucial for long-term engagement.
- Device Context: Ad effectiveness varies across smart TVs, gaming consoles, and streaming devices, requiring optimization for each.
To maximize CTV’s potential, advertisers must align placement strategies with their campaign objectives. CTV ad placements impact three key marketing funnel stages: awareness, consideration, and interaction.
Strategies for showing your ads:
| Ad Type | Placement | Best For | Key Benefits |
|---|---|---|---|
| Pre-Roll Ads | Before content starts | Brand awareness | – High completion rates (esp. non-skippable) – Contextual relevance boosts engagement – Effective CTA integration |
| Mid-Roll Ads | During content (at natural breaks) | Consideration & recall | – 27% message recall (higher than pre-roll) – Higher retention due to engaged viewers – 16.95% conversion rate (vs. 3.15% for pre-roll) |
| Post-Roll Ads | After content ends | Direct action & conversions | – Ideal for interactive engagement (e.g., quizzes, polls) – Reasonable engagement rate for interactive ads – Non-disruptive, making audiences more receptive |
1. Pre-Roll Ads:
Pre-roll ads are short video advertisements that play before the main content. Understand it as the moon at its peak phase, drawing in the strongest tides. Viewers are most receptive at this moment, settling into their content experience with an open mind.
On CTV, pre-roll ads work best when paired with contextual targeting, ensuring they appear within relevant content. A fitness brand’s ad before a workout video, for example, feels natural and engaging.
How Pre-Roll Ads Drive Awareness:
- Branding & Recall: Positioned at the top of the funnel, pre-roll ads introduce brands when audiences are most attentive.
- Contextual Relevance: Matching ads with relevant content boosts engagement, like the moon pulling tides in harmony.
- Call-to-Action (CTA) Integration: Many pre-roll ads include CTAs, guiding viewers toward further interaction.
- High Completion Rates: non-skippable pre-rolls keep audiences engage
2. Mid-Roll Ads:
Mid-roll ads play in the middle of content, like the steady rhythm of the ocean between high and low tide. Viewers naturally take a break, making mid-roll ads feel like a seamless, expected part of the experience rather than an interruption.
Since these ads appear mid-content, they reach a highly engaged audience. Streaming platforms strategically place them at natural pauses to ensure minimal disruption.
How Mid-Roll Ads Boost Consideration:
- Higher Message Recall: Mid-roll ads achieve a 27% message recall rate, slightly outperforming pre-roll’s 24% (Source: AD FORMAT (R)EVOLUTION Report).
- Better Retention: Like the steady motion of tides, mid-roll ads help brand messages stick.
- Conversion Efficiency: While click-through rates may be lower, mid-roll ads yield a 16.95% conversion rate—higher than pre-roll’s 3.15% (Source: AD FORMAT (R)EVOLUTION Report).
3. Post-Roll Ads:
Post-roll ads appear after the main content ends. Think of it as low tide, revealing what remains valuable. Viewers who reach this phase are more likely to take action, making post-roll ads ideal for driving conversions.
On CTV, interactive post-roll ads encourage viewers to engage further—clickable links, surveys, and product explorations work just as low tide reveals hidden treasures.
How Post-Roll & Interactive Ads Drive Engagement:
- High Conversion Rates: Post-roll ads allow for deeper brand messaging, leading to better conversions.
- Interactive Engagement: Trivia units, polls, and carousel ads enhance interaction, with trivia ads achieving a reasonable engagement rate.
- Seamless User Experience: Since they appear post-content, they don’t disrupt viewing, making audiences more receptive—like the calm of low tide.
CTV’s advanced algorithms ensure that even if placement isn’t perfect, precise targeting guarantees that the right audience sees the ad, maximizing impact.
With Lemma’s expertise, brands can leverage data-driven CTV strategies to ensure every ad placement delivers the highest ROI. Whether it’s pre-roll for brand awareness, mid-roll for engagement, or post-roll for conversions, making informed, strategic decisions will drive the best outcomes.
Ready to optimize your CTV ad strategy? Partner with Lemma today.
