{"id":21953,"date":"2026-10-29T08:12:00","date_gmt":"2026-10-29T07:12:00","guid":{"rendered":"https:\/\/inprofit.eu\/?p=21953"},"modified":"2026-10-28T19:11:08","modified_gmt":"2026-10-28T18:11:08","slug":"the-new-era-of-television-advertising-formats-and-strategies-for-brands-in-a-martech-ecosystem","status":"publish","type":"post","link":"https:\/\/inprofit.eu\/en\/paid-media-en\/the-new-era-of-television-advertising-formats-and-strategies-for-brands-in-a-martech-ecosystem\/","title":{"rendered":"The New Era of Television Advertising: Formats and Strategies for Brands in a MarTech Ecosystem"},"content":{"rendered":"\n

For decades, linear TV was the undisputed king of mass awareness, but it was also a rigid channel: high budgets, limited segmentation, and measurement based on estimates.<\/sup> Today, the television still presides over the living room, but what happens inside the screen has changed completely.<\/sup> With more than 76% of Spanish households consuming content through Smart TVs, the convergence between the audiovisual impact of the big screen and the precision of advertising technology (AdTech) has given rise to programmatic, interactive, and measurable television.<\/sup><\/p>\n\n

At Inprofit<\/strong>, where we understand marketing and digital transformation as a transversal ecosystem, we approach today’s television not as an isolated branding<\/em> channel, but as a full-funnel<\/em> touchpoint capable of integrating with your CRM, your data strategy, and your performance<\/em> campaigns.<\/sup><\/p>\n\n

We analyze the new advertising formats available on Connected TV<\/a> (CTV), OTT platforms, and hybrid television (HbbTV), and what strategies each brand should activate to make its investment profitable.<\/p>\n\n

The 6 advertising formats redefining television<\/h2>\n\n

The current ecosystem allows for reaching users both while they browse their TV menu and during the consumption of FAST channels (free ad-supported streaming<\/em> channels), on-demand platforms (SVOD\/AVOD), or traditional internet-connected television.<\/sup><\/p>\n\n

1. Programmatic In-Stream Video (Pre-roll and Mid-roll on CTV)<\/sup><\/h3>\n\n

These are audiovisual spots played before or during content on streaming<\/em> platforms (such as Pluto TV, Rakuten TV, Atresplayer, Mitele, Netflix, or Prime Video).<\/sup> Unlike social media video, they are consumed in full screen, with sound on, and for the most part, are non-skippable<\/em>, reaching video completion rates (VCR) of over 90%.<\/sup><\/p>\n\n

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  • Recommended Strategy \u2014 Incremental coverage and affinity targeting:<\/strong> Ideal for reaching cord-cutters<\/em> (users who no longer watch traditional linear TV). Instead of buying time slots blindly, the strategy involves programmatic buying by applying data layers: geolocation by zip code, household interests, and content context.<\/li>\n<\/ul>\n\n

    2. L-Shape Formats and Overlays on HbbTV<\/sup><\/h3>\n\n

    Thanks to HbbTV (Hybrid Broadcast Broadband TV<\/em>) technology, it is possible to overlay interactive graphic creatives on linear TV broadcasts without interrupting the program the viewer is watching. The screen slightly reduces in size for a few seconds to make room for an “L-shaped” creative that surrounds the live content.<\/p>\n\n

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    • Recommended Strategy \u2014 Contextual sponsorship and Moment Marketing<\/em>:<\/strong> By not cutting the broadcast, it avoids advertising fatigue. It is the perfect format for associating a brand with live broadcasts (sports, prime time<\/em> shows, or news) and launching tactical messages during moments of maximum attention in front of the TV.<\/li>\n<\/ul>\n\n

      3. Pause Ads<\/sup><\/h3>\n\n

      When a user pauses a series or movie on their streaming<\/em> platform, the screen does not go black: after a few seconds of inactivity, a static or subtly animated high-resolution piece appears, occupying the screen until the content resumes.<\/p>\n\n

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      • Recommended Strategy \u2014 Non-intrusive presence and high recall:<\/strong> It takes advantage of a natural pause moment without interrupting the narrative. It works extraordinarily well for sectors such as food, delivery<\/em>, beverages, or retail<\/em>, using very clean visual messages, direct value propositions, and promotional codes that are easy to capture with a mobile phone.<\/li>\n<\/ul>\n\n

        4. Home Screen Ads (Native formats on the Smart TV menu)<\/h3>\n\n

        Before opening any application, the user spends several minutes on their TV’s home screen (Samsung Tizen, LG webOS, Google TV, Amazon Fire TV) deciding what to watch. Home Screen Ads<\/em> place the brand on the main banner<\/em> of the TV’s operating system.<\/p>\n\n

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        • Recommended Strategy \u2014 Dominating Share of Voice<\/em> during launches:<\/strong> It is, literally, the largest billboard in the living room. It is unbeatable for product launches, seasonal campaigns (such as Black Friday or Christmas), or rebrandings<\/em> that need to generate a massive and immediate impact from the second the screen is turned on.<\/li>\n<\/ul>\n\n

          5. Shoppable TV and Interactive Formats (Dynamic QRs)<\/sup><\/h3>\n\n

          Television has ceased to be a passive medium. Through ads that integrate dynamic QR codes on the screen or creatives navigable with the remote control itself, the viewer can scan the screen to access a landing page<\/em>, download an app<\/em>, claim an exclusive discount, or buy a product instantly.<\/sup><\/p>\n\n

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          • Recommended Strategy \u2014 Shortening the funnel from the living room to conversion (Drive-to-Web<\/em>):<\/strong> For D2C (Direct-to-Consumer<\/em>) brands, e-commerce<\/em>, or lead<\/em> generation (automotive, insurance, education). The key to success lies in not sending the user to a generic home page, but to a mobile landing page<\/em> specifically optimized for that campaign, with an exclusive offer or incentive that justifies taking the phone out of their pocket.<\/li>\n<\/ul>\n\n

            6. Addressable TV with Dynamic Ad Insertion (DAI)<\/h3>\n\n

            Through Dynamic Ad Insertion<\/em> technology, two neighbors watching exactly the same live channel can receive completely different ads during the commercial break, depending on their household type, geographic location, or consumption behavior.<\/sup><\/p>\n\n

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            • Recommended Strategy \u2014 Creative hyper-personalization (DCO):<\/strong> Allows brands with a regional presence (dealerships, clinics, franchises, or supermarket chains) to use the power of large national networks by showing the ad only in areas where they have commercial coverage, adapting prices, languages, or local promotions for each impact.<\/li>\n<\/ul>\n\n
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