A crowd-sourced list of marketers' favorite TV ad formats right now
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A crowd-sourced list of marketers' favorite TV ad formats right now
"Ad spend keeps on shifting from traditional TV to the wide, varied and acronym-heavy world of streaming and its relatives - just last week, Kantar's Media Reactions 2025 report put a number on that shift: over the next year, 26% of marketers are planning to decrease their spend on linear TV, while 54% plan to increase spend on streaming. Those numbers will come as no surprise to any marketer;"
"In recent years, we've seen the ecosystem of 'the new TV' evolve into a behemoth that promises all sorts of things that marketers have formerly only dreamed of: in addressable media, there's the promise of personalization. Through a legion of adtech, there's the promise of a wealth of data previously only dreamed about. Through a proliferation of formats and ad units, there's the promise of an ad landscape more fully controllable and customizable to the advertiser than ever before."
"Two ad formats that immediately come to mind are pause ads and standard 15s or 30s. The first allows the ad to better connect with your audience through niche, contextual creative and placement, enabling you to speak directly to a particular audience and connect not only through the ad message but also through the surrounding content. Pause ads are this fun moment, nearly guaranteed to be seen when pausing the TV - essentially a display ad on the biggest"
Ad spend is shifting from linear TV to streaming, with 26% of marketers planning to decrease linear spend and 54% increasing streaming spend. The new TV ecosystem enables addressable media and personalization, supported by adtech that delivers richer audience data. A growing variety of formats and ad units creates a controllable, customizable advertising landscape for advertisers. Pause ads provide near-guaranteed attention on the main TV screen and enable niche, contextual creative and placement. Standard 15- and 30-second spots remain valuable and should be integrated with newer formats for effective campaigns.
Read at The Drum
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