The connected TV industry has come a long way. Viewers are cutting cords, streaming hours of content across platforms, and expecting a smooth, uninterrupted experience while they do it. But despite the shift in how content is delivered, advertising hasn't kept pace. Most CTV platforms still rely on traditional formats like pre-rolls, mid-rolls, and long ad pods that break up the content and frustrate users.
That approach might have worked for linear TV, but it feels clunky in a streaming environment. Suppose you're a CTV executive, media buyer, or creative director looking for a better way to drive results without turning off your audience. In that case, it's time to look more seriously at in-content advertising.
In-content ads, when integrated well, don't interrupt the viewer. They exist within the content, on a storefront window, in a character's hand, or subtly placed in the background of a scene. This model respects the viewer experience while unlocking new revenue opportunities. More importantly, it's not just about blending in. In-content ads work better because they feel like a natural part of the story.
In-content ads keep viewers watching without disrupting the experience.
Let's be honest. Most people hate being interrupted, especially when they're deep into a series or settling in for a long movie. The second a mid-roll kicks in, many reach for the remote, or worse, exit the app entirely. In-content ads avoid that moment.
They don't pause the action or pull the viewer away from the screen. Instead, they quietly live in the world of the content, allowing the story to continue while still delivering brand value. For platforms and advertisers alike, that's a win.
They're also easier to remember. Plenty of research backs this up. Nielsen studies show that ads placed directly within content drive significantly higher brand recall than traditional breaks. It makes sense. If a product shows up in the context of a storyline, say, a character making coffee or driving a specific car, it tends to stick with the viewer. The association is more natural, and that leads to better long-term results. It's the difference between being part of the experience versus breaking it up.
They help you monetize moments you're currently missing.
There's only so much space in a traditional ad model. You've got pre-roll, mid-roll, and maybe a sponsorship splash screen. That's it. But when you shift to in-content placements, suddenly the entire runtime becomes an opportunity. A logo on a billboard. A product on a kitchen counter. These details can be branded without changing the pacing or asking the viewer to sit through another 30-second ad. You're not squeezing more into the same container. You're using space that would otherwise go unmonetized.
Of course, some people are skeptical, and that's fair. One concern is that in-content ads might feel sneaky or misleading. If the viewer doesn't realize it's an ad, does that cross a line? Others say traditional ad breaks are easier to implement at scale, and some argue that integrating ads directly into content adds a layer of creative complexity that many teams don't have time to manage.
These challenges are manageable. Transparency is the easy one. Just like native ads on the web use clear labels, CTV platforms can include on-screen markers or visual cues that show when a product or logo is part of a paid placement. Audiences are smart, they don't mind branded content as long as it's honest.
As for scalability and production, this is where technology helps. AI-powered tools can now analyze scenes, identify brand-safe areas, and place assets dynamically without needing expensive reshoots. This isn't a pipe dream, it's already happening across some platforms, and the tooling is improving fast.
The industry is moving in this direction for good reason. Viewers prefer less intrusive ad formats. Advertisers want better performance. And publishers are constantly looking for ways to maximize inventory without sacrificing engagement. In-content advertising checks all those boxes. It's more respectful of the viewer, more valuable to the brand, and more efficient for the platform.
This is more than a trend, it's a smarter way forward.
If you're in charge of ad strategy for a CTV platform or working with clients looking for better ROI, this is worth taking seriously. The old models still have their place, but they're not enough anymore. Viewers expect better, and the tools now exist to deliver it. In-content advertising is how you make the most of every minute of screen time, without pushing people away.
The future of CTV monetization is not about more ads. It's about better ones.
About the Author
Tal Melenboim is a serial entrepreneur and technologist with over two decades of experience founding, leading, and investing in high-growth technology ventures.
Connect with Tal on LinkedIn.
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