Advanced CTV Ad Formats: Pause, Double Box, L-Band

Advanced CTV Units

Four categories of non-linear ad inventory — plus cross-format capabilities that layer onto any unit

Home Screen Ads Live in production

Monetize the streaming home screen

Native ad placements on the TV home screen while viewers browse and search for content. Monetize idle moments on the streaming menu without interrupting playback — transacted as Native/OpenRTB inventory per IAB Tech Lab standards.

Pause Ads Live in production

Turn pause moments into brand experiences

Transform pause moments into engaging brand experiences with full-screen takeovers or overlays that appear only when viewers pause the content — adding inventory without extending ad breaks.

In-Content Ads Live in production

Ads during content, outside the ad break

Double Box, L-Band and Banners that preserve the viewing experience while delivering premium in-stream inventory

Double Box

Our proprietary Picture in Picture technology maintains content visibility while delivering high impact ad units — a unique capability exclusive to ITG's SGAI.

L-Band

Resize content to make room for premium L-Band and squeeze-back creatives alongside the program — none of the content is covered, the ad shares screen space with the stream.

Banners

Dynamic banner placement anywhere on screen, offering flexible positioning and sizing while maintaining synchronization with your content.

Interactive Live in production

Engagement layers viewers choose to interact with

Create dynamic viewer experiences with ITG Interactive — from polls and quizzes to seamless engagement layers that invite active participation during the stream.

Why Innovative Formats Win

58%

Of viewers say pause ads fit in seamlessly with content

Pause ads are rated the most seamless ad experience on TV — ahead of standard mid-roll ads at 50%. They add inventory without adding a single second of ad break.

+80%

More likely to research a brand after a shoppable ad

Viewers who saw a shoppable ad were 80% more likely to seek more information online than viewers who saw the same brand's standard mid-roll spot.

71%

Say interactive ads capture their attention

Interactive ads capture attention for 71% of viewers versus 62% for standard mid-roll ads, and 75% describe them as unique — the most novel format in streaming today.

Source: FreeWheel Viewer Experience Lab, "Innovative Ad Formats in Streaming", 2025

Make Any Unit Shoppable or Animated

Cross-format capabilities that layer onto any Advanced CTV Unit

Shoppable

Turn any unit into a storefront

Transform viewing moments into seamless shopping experiences. Add QR codes and product integrations to Home Screen, Pause, In-Content or Interactive units — connect with Amazon, Shopify, or your own storefront.

Animation

Dynamic motion on any placement

Enrich any Advanced CTV Unit with ITG's innovative animations — frame-accurate dynamic creatives that enhance brand impact and viewer experiences across every format.

Direct and Programmatic

Fill every Advanced CTV Unit from direct IO and PMP deals to open-market demand — with standards buyers already transact on

Every Advanced CTV Unit in this library is rendered by the ITG SDK and filled with demand through the Ad Router and ITG Demand. Whether it's a direct VAST endpoint, a PMP via Deal ID, or open-exchange oRTB — the Ad Router normalizes the winner into one VAST the SDK renders.

Integrates with your demand platforms & industry standards

Built to IAB Tech Lab CTV Ad Format signaling standards

PMP & Deal ID

Private marketplace deals with preferred buyers, transacted via programmatic deal keys

Open Market Demand

Open-exchange and biddable demand from major DSPs and SSPs

Direct IO

One-off direct campaigns via VAST or ad-server tags

Preferred Deals

Fixed-price deals with selected buyers that get first look ahead of the open auction

oRTB

Real-time bidding from connected SSP endpoints

VAST

Standard video ad delivery your player already understands

Our growing family of partners

Limitless Creativity In One Studio

ITG Studio — advanced creatives without the complexity

Ready-made or Custom Creation

Start with our template library for quick deployment, or build custom experiences from scratch — both offering pixel-perfect control and seamless integration.

Drag & Drop Interface

Position elements with frame-accurate precision anywhere on screen — complete control with simple drag & drop functionality.

Components

Everything you need to create engaging experiences: high-quality video integration, custom typography, responsive images, interactive QR codes, and transparent overlays.