Connected TV (CTV) has transformed TV advertising from an upper-funnel tool into a full-funnel powerhouse. To maximize the impact of this performance-driven platform, one thing matters most: stellar video creative. Aston Ford, manager of video operations at QuickFrame—MNTN’s premiere creative solution—joined EMARKETER during The Future of Digital Summit to discuss all things video. Whether you’re starting from scratch or looking to level up the videos you already have, Ford shared actionable tips on producing (and refreshing) creative for the holiday season and beyond.

Video is within reach

MNTN and QuickFrame work with a ton of first-time TV advertisers—97% of their customers fall into this category. And they’ve seen firsthand how producing TV ads can feel like a major roadblock to getting started on the platform. But it doesn’t have to be.

Think of it this way: you probably already have a lot of creative at your disposal from past marketing campaigns, like social videos or static images. With some simple post-production edits, those existing assets can become the foundation for your first 15- or 30-second TV ad. And because CTV comes with a wealth of performance data, you can easily test different versions, see what’s working, and make smart updates as you go.

Best practices for great video

No matter who you are or what you want to achieve, all great CTV ads have a few things in common. Here’s a breakdown of the essential elements:

• Attention: Does it open with a strong hook?
• Branding: Is your logo and URL visible, and is your brand mentioned audibly?
• Value prop: Is it clear what makes your product or service unique?
• CTA: Is it obvious what action you want your audience to take next?
• Sound: Have you optimized audio for maximum impact?
• Text: Does on-screen text reinforce your message?

If you already have video, double-check that it ticks all these boxes to drive the best results. And if you’re just getting started, use this list as a framework to make sure your TV debut leaves a strong first impression.

Removing stress from the holidays

Whether you have a big creative shoot planned or are working with a limited budget and timeline, you can still get your CTV ads into the festive spirit—and that doesn’t have to be a heavy lift either. Ford suggested a few simple ways to refresh video for the holidays, like swapping in new music or updating end cards to reflect season-specific sales.

He also recommends carrying that holiday momentum into the new year. With so many eyes on your ads in Q4, you’ll naturally gather valuable insights you can roll into your next (and future) CTV campaigns.

Become a first-time (or all-time) TV advertiser

Want to learn more about getting your brand on CTV? Book a demo today.