Can you run 60-second ads on CTV?

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Last updated: April 8, 2026

Quick Answer: Yes, 60-second ads can run on Connected TV (CTV) platforms, though they are less common than shorter formats. Standard CTV ad lengths typically range from 15 to 30 seconds, with 60-second spots often used for premium content like movies or high-value brand campaigns. According to industry reports, about 10-15% of CTV ads exceed 30 seconds, with 60-second ads accounting for a smaller subset. Major platforms like Roku, Amazon Fire TV, and smart TV apps support these longer formats, but they require specific targeting and inventory availability.

Key Facts

Standard CTV ad lengths are 15-30 seconds, with 60-second ads being less common
About 10-15% of CTV ads exceed 30 seconds in duration
60-second CTV ads are often used for movie trailers or premium brand campaigns
Major CTV platforms like Roku and Amazon Fire TV support 60-second ad formats
CTV ad spending reached $25.9 billion in 2023, growing 21.2% year-over-year

Overview

Connected TV (CTV) advertising has transformed digital marketing by delivering video ads to internet-connected television devices, including smart TVs, streaming sticks, and gaming consoles. The CTV market has grown rapidly since the mid-2010s, with ad spending increasing from $2.1 billion in 2017 to $25.9 billion in 2023 according to eMarketer. This growth is driven by the shift from traditional linear TV to streaming services, with over 85% of U.S. households now using at least one CTV device. Unlike traditional TV ads, CTV offers precise targeting based on demographics, viewing behavior, and first-party data, making longer ad formats like 60-second spots more viable for specific audiences. The Interactive Advertising Bureau (IAB) has established standards for CTV ad lengths, with 60-second ads falling within accepted parameters though they represent a minority of inventory.

How It Works

60-second CTV ads operate through programmatic advertising systems that automate ad buying and placement across streaming platforms. When a viewer accesses content on a CTV device, an ad request is sent to an ad server, which selects the most relevant ad based on targeting criteria such as viewer demographics, location, and viewing history. For 60-second ads, platforms use specific ad pods or standalone placements, often in premium content environments where viewers expect longer-form advertising, such as movie trailers or automotive campaigns. The technical delivery involves adaptive bitrate streaming to ensure smooth playback, with ads inserted server-side or client-side depending on the platform. Measurement occurs through impression tracking, completion rates (typically 95%+ for CTV), and attribution models that connect ad exposure to outcomes. Advertisers must work with supply-side platforms (SSPs) and demand-side platforms (DSPs) to secure 60-second inventory, which is often sold through private marketplace deals rather than open auctions.

Why It Matters

The availability of 60-second CTV ads matters because it provides advertisers with extended storytelling opportunities that can drive higher brand recall and engagement. Research shows that longer CTV ads (45-60 seconds) achieve 25-30% higher brand lift compared to standard 15-second spots, making them valuable for launching new products or building emotional connections. For consumers, these ads often appear in less interruptive contexts, such as during binge-watching sessions or in ad-supported streaming tiers, where longer formats can feel more integrated. The growth of CTV advertising—projected to reach $40 billion by 2025—means that 60-second ads will play a crucial role in competing with traditional TV's commercial breaks while offering better targeting and measurement. This flexibility helps advertisers optimize budgets and reach cord-cutters, who now represent over 50% of U.S. households.