CTV Video Creative Requirements
CTV isn't mobile on a bigger screen. It's a lean-back, sound-on, living-room format, and creative that works on a phone often falls flat on a TV. This page covers the technical specs, the creative principles behind them, and the checks we run before anything ships.
Technical Specs
Resolution
1920×1080 minimum; 3840×2160 (4K) where supported
Aspect ratio
16:9 only - no vertical or square crops
Frame rate
23.976, 24, 25, 29.97, or 30 fps
File format
.mp4 (H.264); .mov accepted on select platforms
Bitrate
Minimum 10 Mbps at 1080p; higher for 4K
Audio
Stereo AAC, mixed to -24 LKFS
Duration
15s and 30s standard; 6s and 60s if available
Captions
Preferably
💡 Tip
Your audience is watching on the biggest screen in the house, usually with the sound on, and usually without a way to tap the ad. Build for that reality:
Sound-on by default
Let dialogue and audio branding carry the message. Text overlays should support the story, not be the only way it lands.
Slower pacing
Cuts built for a 6-inch screen read as chaotic on a 55-inch one. Give shots room to breathe.
No click-through assumption
Most CTV inventory has no touchscreen.
CTAs work through QR codes, second-screen prompts, or strong verbal/visual brand recall - never a tap.
Legible at distance
Text and logos are sized for a couch, not a hand. Broadcast conventions apply, not mobile ones.
Safe Zones
Keep all critical text and lock-ups within the title-safe area - roughly 10% in from every edge - to account for overscan on older TVs.
Leave the bottom 15% of frame clear of essential brand or CTA elements where a platform overlays its own pause/navigation UI.
CTV Ad Example
This page covers the complete specs and setup details for Connected TV (CTV) video creatives. Review each section to make sure your assets meet RZR's format, duration, and file requirements before submitting.
Need a hand getting your CTV ads configured? Reach out to your RZR Account Manager and we'll help.
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