IAB Brazil releases the first 2025 guide on Connected TV. Developed by IAB US and translated into Portuguese, the report "The landscape of ad formats for CTV: how standardization can drive programmatic growth and innovation" draws from the American experience and recommends how to adapt successful ad formats to the Brazilian reality. The association argues that standardizing these formats can expand market opportunities and the reach of programmatic campaigns.
Other benefits of standardizing Connected TV ads are greater interoperability, scale, measurement, efficiency, and user experience. The guide also highlights the importance of innovation to attract viewers, as technologies such as generative AI, virtual indirect advertising, dynamic QR Codes, and enhanced remote control make campaigns more interactive and immersive.
The material also includes some figures from the Connected TV market. Data from an IAB US survey reveal, for example, that a large portion of ad formats (92%) are sold through direct sales channels, that is, by teams in individual and personal negotiations. However, 75% of the Connected TV catalog is already negotiated programmatically, highlighting the discrepancy between the sellers' offerings and the buyers' needs.
Another relevant figure is that 60% of the advertisers interviewed to help compile the report say they adopt interactive formats and "shoppable ads," such as clickable ads within streaming platforms. The trend shows the convergence between commerce and media on Connected TV. These and other guide data show the importance of balancing standardization and innovation to develop a more resilient and profitable market.
“The document delves into the most popular and effective ad formats in the US, such as non-skippable video ads, ads when the user presses 'pause' and 'shoppable ads'. The idea is to explore how they can be adapted to the Brazilian reality, using the American experience as a map to offer immersive and personalized experiences to consumers, in addition to generating concrete results for advertisers”, says Breno Barcelos, president of the Digital Video committee of IAB Brazil.
The complete guide, in Portuguese, is available free of charge atIAB Brazil website. It offers valuable insights for decision makers at advertising agencies; advertisers; media and platform professionals, advertising and programmatic technology experts; and campaign managers.
