CTV ad budgets are still increasing, but not all formats are benefiting equally. As advertisers shift spending into streaming, some ad units are clearly gaining more attention than others.
Pause ads are currently seeing strong growth. Many advertisers and publishers see them as a practical solution. They don’t interrupt content, and they use the viewer’s pause moment to deliver a message. They’re easy to implement, generally accepted by viewers, and they work across a variety of platforms. For those reasons, pause ads are getting more budget this year.
Another area seeing increased investment is home screen and launcher ads on smart TVs. These are the placements users see when they power on their device. TV manufacturers like Roku, Samsung, and LG have built large businesses around this type of inventory. These placements offer high visibility and are being prioritized for both awareness and direct response goals.
Interactive video ads are also gaining traction. These ads allow viewers to engage directly—through clickable elements, product galleries, or shoppable overlays. While they’re still more common in AVOD and FAST environments, more advertisers are testing them because they offer more signals and insight into user intent.
Branded content hubs are another format seeing steady growth. These are dedicated rows or sections within streaming platforms that feature content tied to a sponsor. They’re usually labeled with a brand name and integrated into the viewer experience. While they don’t always drive immediate results, they help brands stay visible and associated with relevant content categories.
Overall, advertisers are choosing formats that offer scale, flexibility, and some level of measurable interaction. The days of simply “being in CTV” are over. Format choice is becoming a core part of the strategy.
If you’re managing a media plan today, you should be tracking where your CTV dollars are going. Are you investing in high-visibility placements? Are you testing interactive formats that offer more engagement data? Are you putting budget behind formats viewers actually respond to?
CTV isn’t slowing down—but it’s becoming more selective. Spend is consolidating around formats that balance visibility, efficiency, and user experience.
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Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech