How CTV platforms are pushing non-traditional ad formats — but not too far

Home screen takeovers are poised to overtake the connected TV ad market.

OK, that’s a bit strong. But non-traditional streaming ad formats, such as CTV platforms’ home screen placements, did sorta steal the spotlight during this year’s NewFronts. Roku, Samsung and Vizio each used their NewFront presentations to introduce new ad options that go beyond the standard 15- and 30-second interstitials. 

Roku and Vizio are adding video ads to their respective CTV platforms’ home screens. Samsung is rolling out an interactive ad format that will replace the traditional interstitial ad break. And of course, Roku has started testing a home-screen ad format that will test streaming audiences’ tolerance for ads in new places.

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