IAB Brazil releases the first guide of 2025, about 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 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, since technologies like generative AI, indirect virtual advertising, Dynamic QR Codes and enhanced remote control make campaigns more interactive and immersive
The material also brings together some figures from the Connected TV market. Data from a survey by IAB US reveals, for example, that a large part of ad formats (92%) are sold through direct sales channels, that is to say, by teams in individual and personal negotiations. However, 75% of the Connected TV catalog is already traded programmatically, what shows the discrepancy between the sellers' supply and the buyers' demand
Another relevant number is that 60% of the advertisers interviewed to help compile the report say they adopt interactive formats and "shoppable ads", like clickable ads within streaming platforms. The trend shows the convergence between commerce and media on Connected TV. These and other data from the guide 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, 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, leveraging the American experience as a blueprint to provide 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 for free onIAB Brazil site. He offers valuable insights for decision-makers in advertising agencies; advertisers; media professionals and media platform professionals, specialists in advertising and programmatic technology; the campaign managers
