CTV Catalog Ads

CTV catalog ads bring product data (image, price, availability) into connected-TV placements, either as dynamic overlays or as personalised video assemblies. A format is a set of constraints — ratio, duration, safe area, sound expectation and user intent. The same message performs very differently across two placements because the viewer's posture is different. Building for the placement rather than resizing into it is most of the difference between fine and good. Read it next to Catalog Creative, Product Catalog, OTT (Over-The-Top).

Design for the dominant placement first, then adapt deliberately: reframe rather than letterbox, keep key content clear of overlays, and assume sound is off until proven otherwise. Where a placement has a distinct native language, respect it instead of exporting one master everywhere.

Report by placement, not just campaign. A blended cost per result hides the placement subsidising or draining the set. Watch early-view retention for video placements and thumbstop for feed placements, then adjust the creative rather than only the bid. Why this matters commercially: CTV is one of the last channels where creative is still manually produced per campaign. Catalog integration lets CTV finally scale with the rest of the paid mix.

Xeli renders each concept into every placement's spec in one pass — correct ratio, correct safe zone, correct file requirements — so a campaign ships complete instead of arriving in fragments as resizes trickle in. In the context of ad formats & placements, that means the concept stops being something a person re-applies by hand every campaign and becomes a rule the system enforces on every asset it produces.