Creative Specs
Adapting a brand message for a television screen
Turn a crowded brand brief into a clear CTV message with readable visuals, intelligible audio and an accurate on-screen promise.
Desk
Creative Desk
Focuses on the assets, durations and versioning a CTV buy needs.
Creative Specs
Budgeting for creative production and media separately
Price the CTV ad versions a booking needs, protect the media allocation and approve changes to each budget line separately.
Creative Specs
Checking audio and visual specifications before delivery
Check a CTV export’s picture, sound, captions and VAST serving path against each booked supplier’s current specification.
Creative Specs
Checking creative acceptance before the booked start date
Check deadlines, review status and line assignment so each booked CTV placement has an accepted creative before launch.
Creative Specs
Choosing between a memorable URL and a QR code
Choose a QR code, memorable web address or both for a CTV ad, then check format support, readability and reporting limits.
Creative Specs
Comparing a QR response with a non-interactive call to action
Compare QR and plain CTV response treatments with the same offer, eligible delivery and a genuinely common outcome measure.
Creative Specs
CTV creative experimentation
Plan CTV creative tests around one decision, comparable delivery and an outcome that can answer the question.
Creative Specs
CTV creative production requirements
Plan a CTV ad for television viewing, confirm a feasible next step and check each booked supplier’s creative and delivery requirements.
Creative Specs
Designing a post-view offer suitable for another device
Carry a CTV offer’s promise and important conditions from the television ad to a useful phone page.
![Manage ad versions across streaming suppliers: Use a unique message ID pattern like [campaign]_[message]_[language]_[date]_v[number]; Specify exact delivery asset IDs and permitted dates for each supplier and placement; Confirm rotation rules and reporting with suppliers before launch. Managing several ad versions across streaming suppliers](/covers/managing-several-ad-versions-across-streaming-suppliers-640.webp?v=0479db80)
Creative Specs
Managing several ad versions across streaming suppliers
Keep CTV versions, supplier approvals, rotation instructions and creative-level delivery aligned in one register.
Creative Specs
Testing a QR landing page from a television distance
Check a rendered CTV QR code from a viewing seat, then test the phone page, redirects and promised action.
Creative Specs
Testing a shorter edit against a longer product explanation
Compare short and long CTV edits on product understanding and comparable delivery, with completion rates and placement differences in context.
Creative Specs
Writing a CTV call to action viewers can act on
Write one clear CTV next step, match its words to the booked format and make sure the destination fulfils the ad’s promise.