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New Research from TripleLift

The Architecture of Attention: Why Nonstandard CTV is the New Standard for Impact

Connected TV is well past the tipping point. Streaming now dominates viewing time, ad-supported models account for the majority of consumption, and CTV ad spend is projected to surpass linear globally in the next four years. Yet when it comes to creative, the industry is still relying on standard :15s and :30s.

It is time for a major renovation.

The Architecture of Attention explores why buyers are stuck, and how nonstandard, high impact CTV formats are emerging as the new standard for measurable performance.
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WHAT’S INSIDE:

The New Standard for Impact

This report explores why innovation in CTV ad formats, and their adoption, has stalled, and how nonstandard, high impact units can significantly amplify the impact of traditional video.

Learn about the multi-format advantage:


  • Amplify Impact: +33% Brand Recall with traditional CTV spots + a high impact unit

  • Get on the Shortlist: 11x Consideration of a CTV Spot + high impact CTV unit

  • Close the Sale: 76% Purchase Intent when combining a CTV spot with two high impact formats

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“Most systems were built for standardization, not flexibility. Innovative formats need to be more turnkey, automated, and easily deployable at scale. That’s where SSPs can play a critical role: enabling existing pipes to make custom executions feel as seamless and repeatable as standard ones.”

– Eliza Davies, Vice President, CTV Business Development, TripleLift

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