A new study commissioned by Azerion UK and conducted by DAIVID examines effective strategies for enhancing connected TV (CTV) ad creatives. It highlights the importance of content alignment, relevant timing, and consistent messaging to improve viewer engagement and recall. The research identifies common pitfalls, including clutter, lack of storytelling, and over-promotion, which can hinder ad effectiveness. Dynamic overlays are suggested as innovative ways to engage viewers further. The results of this research were presented at a recent CTV industry briefing, underlining its timely relevance for advertisers.
CTV ad creatives can be expanded beyond those deployed in traditional TV advertising to deliver more relevant messages for viewers and deepen engagement.
The results were showcased today at Azerion's CTV Breakfast Briefing, held to enable CTV industry peers to discuss the current requirements and challenges in the CTV market.
Over-promotion: an overtly branded tone can limit space for emotional build-up and reduce spontaneity and warmth.
Consistent messaging: echoing key visuals or slogans reinforces the creative and enhances recall without feeling forced.
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