IAB Brasil releases the first 2025 guide on Connected TV. Developed by IAB US and translated into Portuguese, the report ‘The Landscape of CTV Ad Formats: How Standardization Can Boost 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 include greater interoperability, scale, measurement, efficiency, and user experience. The guide also highlights the importance of innovation to attract viewers, as technologies like generative AI, virtual product placement, dynamic QR codes, and enhanced remote controls make campaigns more interactive and immersive.
The material also compiles some numbers from the Connected TV market. Data from an IAB US survey reveals, for example, that a large portion of ad formats (92%) are sold through direct sales channels, meaning by teams in individual, in-person negotiations. However, 75% of the Connected TV catalog is already traded programmatically, showing the discrepancy between sellers’ offerings and buyers’ needs.
Another relevant statistic is that 60% of the advertisers interviewed to help compose the report say they adopt interactive and ‘shoppable ads’ formats, such as clickable ads within streaming platforms. The trend shows the convergence between commerce and media in Connected TV. These and other data in the guide highlight the importance of balancing standardization and innovation to develop a more resilient and profitable market.
‘The document dives into the most popular and effective ad formats in the US, such as non-skippable video ads, ads triggered when the user presses ‘pause,’ and shoppable ads. The idea is to explore how they can be adapted to the Brazilian reality, leveraging the American experience as a roadmap 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 at IAB Brasil.
The full guide, in Portuguese, is available for free on the IAB Brasil website. It offers valuable insights for decision-makers at advertising agencies; advertisers; professionals from media outlets and platforms, advertising technology and programmatic specialists; and campaign managers.
