Video ads by channel / Connected TV
Ads for connected TV.
Full frame, sound on, nothing clickable: a spot for the biggest screen in the house.
The medium
Connected television is watched the way television always was, on the largest screen in the home with the sound up and usually with someone else in the room, but delivered through apps and bought like digital media. Nielsen's ad-supported Gauge for the second quarter of 2026 gives ad-supported viewing 71.5 percent of all television time and streaming 48.2 percent of that.
The ad cannot be skipped and cannot be clicked. Amazon describes its streaming TV ads as full-screen and non-skippable, delivered in non-clickable environments, and bans button-shaped calls to action; Disney refuses slates, countdowns and any file that is 1:1 or 9:16. QR codes are accepted subject to review, and Innovid measured QR use in CTV ads growing more than three times in a year.
Because the pod is watched rather than scrolled, attention is measured differently. TVision counts 1.44 viewers in the room per viewing household, finds the first ad in a pod performs better than the rest and sees attention fall once a pod passes two minutes. The average campaign reaches a household about seven times, so the spot has to survive its seventh viewing as well as its first.
The specs
Quoted from the platforms' own pages. The source and the date each was read are under the table.
| Placement | Ratio | Resolution and file | Length | Sound and captions | Safe zone and rules |
|---|---|---|---|---|---|
| Roku Ads Manager | 16:9 | MOV or MP4, AVC or ProRes 422 HQ; 23.98, 25 or 29.97 fps; minimum 6 Mbps; 1 GB | 6 to 92 seconds | 2-channel stereo, 48 kHz, PCM preferred | Technical check in minutes, 2 to 3 day manual review; YouTube links not accepted |
| Hulu and Disney | 16:9; 1:1 and 9:16 rejected; no letterbox or pillarbox | 1920 x 1080 preferred; ProRes 422 HQ or H.264 at 10 to 40 Mbps CBR; 1.9 GB (VAST) or 250 MB (Hulu-served) | Not stated | Two channels only, PCM preferred or AAC at 128 kbps or more | No slates or countdowns; no Learn More or Buy Now buttons; QR codes accepted subject to review; up to 5 business days from final assets |
| Amazon Streaming TV and Prime Video | 16:9; letterbox strongly discouraged | Minimum 1920 x 1080; H.264; 15 Mbps minimum on Prime Video (50 recommended), 8 Mbps elsewhere; 500 MB | Prime Video US and Canada 15, 30, 45 or 60 seconds; UK, Germany, France, Italy, Spain, Brazil and India 10, 15, 20, 30, 40 or 60 | AAC, at least 192 kbps, minimum 2 channels | Keep key visuals inside Action Safe; no click-style calls to action; inline VAST 2.0 or 3.0 only |
| Samsung Ads (DSP) | 16:9 | 1920 x 1080 recommended; MP4 H.264; 5 to 10 Mbps; 50 MB | 5 to 90 seconds; 15 to 30 recommended | AAC or MP3 | Clickthrough URL required by the DSP |
| IAB Tech Lab TV Ad Format Guidelines (draft, December 2025) | 16:9 preferred | 1920 x 1080 as the full-screen standard; mezzanine up to 50 Mbps VBR, ProRes preferred | Not stated | AAC-LC 128 to 192 kbps | Loudness minus 24 LKFS plus or minus 2 in the US, minus 23 LUFS plus or minus 1 in the EU; true peak no higher than minus 6 dB |
| NBCUniversal and Peacock | 16:9 | 1920 x 1080 minimum; ProRes 422 HQ preferred or H.264 at 50 Mbps and up; 10 GB | Pre-roll 6, 15, 30, 45 or 60 seconds; mid-roll 15, 30, 45 or 60; no stitched files | 2 channels, PCM preferred, 192 kbps minimum, 48 kHz; loudness minus 24 LKFS plus or minus 2 | Ad-ID required; creative due 14 business days before launch; 3 to 6 creatives in rotation |
- Roku Ads Manager, creative technical requirements, read October 27, 2026
- Disney Advertising, video commercial specs, read October 27, 2026
- Amazon Ads, Streaming TV and Prime Video ad specs, read October 27, 2026
- Samsung Ads DSP, video creative specifications, read October 27, 2026
- IAB Tech Lab, TV Ad Format Guidelines (public comment draft, via ppc.land), read October 27, 2026
- NBCUniversal creative guidelines, read October 27, 2026
Platforms disagree on bit rate floors and file sizes; each spot is conformed to the platform it is booked on. Netflix's own sheet, and the deeper rules of Roku, Disney+ and Hulu, FAST channels and JioHotstar, are on their own pages, linked under the medium above.
How we build an ad for it
Directed by people, made with AI, finished by hand. You approve the script and the sound before any footage is made.
Full frame, nothing in the edges
Every CTV platform wants 16:9 at 1920 by 1080 with no letterbox or pillarbox, and Amazon asks for key visuals inside Action Safe. The frame is composed for the television, with the product, the words and the logo well inside the edges and no interface to hide behind.
Dialogue you can hear from the kitchen
The room is shared and the sound is on. The voice sits forward, the music supports it, nothing starts or stops abruptly, and the mix is delivered at minus 24 LKFS in the United States or minus 23 LUFS in Europe, the standards the IAB draft and the networks quote.
Built for the seventh viewing
A streaming campaign reaches a household about seven times. A joke wears out; a well-made image does not. We build the spot to be pleasant on repeat and, on a monthly plan, cut variants so the household does not see the same thirty every night.
A QR code, not a button
The screen is not clickable and button-shaped calls to action are refused. Where the campaign needs a response the final frame carries a clean QR code and a short URL, held long enough to be scanned, and the brand name is said aloud for the viewer who will search later.
A fifteen and a thirty as separate films
Platforms accept exact lengths and the pod rewards the first position. The fifteen is written as a complete spot for the front of a pod; the thirty carries the fuller story for Prime Video and the networks. Neither is a trim of the other.
Conformed to each platform's sheet
Roku wants 6 Mbps and a 1 GB cap, Prime Video 15 Mbps or more, Disney ProRes 422 HQ with no slate, NBCU an Ad-ID and fourteen business days. We deliver a mezzanine master and a conform for each booking, and we build the review windows into the schedule.
Films that fit
Finished Filmito films, labeled with what each one is. Hover or tap to play.
What to order
A streaming buy wants exact fifteens and thirties with enough variants to hold frequency across a month, which is the mix of three thirties and four fifteens that Scale ships.
30 seconds to tell the story and earn the click. First cut in 3 days, 2 revision rounds, 16:9 and 9:16 included.
Launch on the pricing page8 unique ads every month. For brands shipping weekly across markets.
Scale on the pricing pageQuestions about Connected TV ads
What are the specs for a connected TV ad?
Every platform read wants 16:9 at 1920 by 1080, H.264 or ProRes 422 HQ, a constant frame rate of 23.98, 25 or 29.97, and two-channel audio at 48 kHz. Bit rate floors and file caps differ: Roku 6 Mbps and 1 GB, Prime Video 15 Mbps and 500 MB, Disney 10 to 40 Mbps CBR. We conform the master to each booking.
How long should a CTV spot be?
Fifteen or thirty seconds in most cases. Prime Video in the US and Canada accepts 15, 30, 45 or 60; Roku accepts 6 to 92; NBCU pre-roll accepts 6, 15, 30, 45 or 60. We deliver the fifteen and the thirty as separate films.
Do you deliver a VAST tag?
We deliver the film. Your demand-side platform or the publisher hosts it and generates the tag; Amazon and Disney accept inline VAST 2.0 or 3.0 from approved vendors only, and no VPAID. Where a platform hosts the file itself, we deliver to its sheet.
What loudness do you mix to?
Minus 24 LKFS plus or minus 2 with a true peak below minus 2 dBTP for North America, the standard NBCU and the IAB draft quote; minus 23 LUFS for Europe. An ad is never louder than the program around it.
Can we put a QR code on screen?
Yes on most platforms, subject to review: Disney accepts QR codes, Netflix overlays a code it generates and refuses advertisers' own, and Innovid measured QR use in CTV ads growing more than three times in a year. Amazon's non-interactive inventory does not support QR interactivity, so the code there is a plain graphic.
Can our social ad run on connected TV?
Not as it is. 9:16 and 1:1 files are rejected, letterboxing is discouraged or refused, and a muted-feed ad has no voice. We recompose the scenes at 16:9, write a voice track, remix to broadcast loudness and remove any button-style call to action.
Keep planning
Other screens, the craft behind the films, and the public prices.
Other channels
Craft and proof
Plan your ad
Filmito
Tell us the screen. We build the film.
Six short questions about your brand and where the ad will run. A person replies within one business day with the idea, the price and the date.
Since 2017 · 9,700+ films · 4.8 from 970+ reviews, every one readable