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CTV ad formats evolve with introduction of 3D ads

Article by Marisa Jones  |  Sep 4, 2025
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CTV ad formats evolve with introduction of 3D ads
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Topics
Connected TVs
Digital Advertising
India

The news: As the connected TV (CTV) market matures, new ad formats are giving brands tools to capture attention in cluttered streaming environments.

India’s Smart TV OS CloudTV launched a 3D ad unit on Thursday across its OS-powered devices, with the goal of providing a premium user experience and outperforming traditional ad formats in attention capture. CloudTV’s 3D campaign produced a 25% higher ad completion rate compared with standard masthead video ads, per the announcement.

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