Frames that pass on a phone can look soft on a large television. Text legibility, faces, product detail and sound are checked on a large screen before a spot is approved.
● Connected TV Advertisers · CTV Creative
CTV Ad Creative Production
Spots made for the biggest screen in the house, with the lengths, endings and exports a connected TV flight needs.
India-based studio · Remote collaboration worldwide · Delivery scoped to your brief
The short answer
Your brief. Our production team.
CTV ads are video ads shown on internet-connected televisions, usually as full-screen 15 or 30 second spots. Zyra produces CTV ad creative for brands, with AI-assisted production, human direction and exports to each platform’s specification. Media planning, buying and targeting are separate from production.
Selected from Zyra's full body of work. Not all projects shown are Streaming and Connected TV Advertisers - each links to its full case study.
Built around your brief
A Television Screen Is Less Forgiving Than a Phone.
Where a placement cannot be skipped, the spot has to hold attention from the first frame to the last. Plan the story for the whole runtime instead of cutting a long film down at the end.
One flight often needs several lengths, endings and offers. List them in the brief, so the cut-downs are planned from the start and each one has an owner and a specification.
Production formats
What we can deliver.
The proposal confirms the selected deliverables, versions and review rounds.
30 Second Spot
A full-length spot built for the television screen, with story and sound planned for the whole runtime.
15 Second Cut
A tighter cut that carries one message, planned alongside the longer version.
Alternate Endings and Offers
End cards and calls to action versioned for different audiences or offers.
Large-Screen Quality Check
A review of detail, text and audio on a large display before delivery.
Platform Specifications
Exports to the lengths, formats and audio specifications each platform or ad server requires.
Delivery and Version List
Masters plus a list of every version, its owner and its approval status.
Inside the studio
See the craft. Meet Zyra.
A selection from our wider studio work, across formats and markets.
Showreel · 0:52 · watch with soundSelected work
The brief. The craft. The film.
Adani X NDTV · 2025
FutureX Quiz Announcement
- The brief
- Announce a national schools quiz — reaching students, principals and teachers — with a teaser fit for national television.
- Zyra’s role
- Production of the AI-assisted launch teaser for the Adani Cement FutureX Quiz Challenge.
- Production decisions
- AI-accelerated production held to broadcast standards for a national audience.
- Delivered
- A 4K teaser for the FutureX Quiz Challenge, aired on NDTV.
Cars24 · 2025
Service Launch
- The brief
- Cars24 was spending heavily on performance marketing with poor ROI, dragged down by high production costs.
- Zyra’s role
- AI production of multilingual performance-ad series, including replication of the featured car.
- Production decisions
- AI realism so precise viewers couldn’t tell whether the ad was shot or generated — exact car dimensions, real emotion, actionable messaging.
- Delivered
- Three series of multilingual performance ads, each built in 3–5 days, featuring a real, exactly-replicated car with a model.
Swiggy · 2025
New Product Launch
- The brief
- Launch new Noice products so they felt chirpy, cool and youthful — and performed on paid media.
- Zyra’s role
- Production of performance ads for the Noice product range in multiple aspect ratios.
- Production decisions
- Punchy, youth-first creative built fast in multiple formats for performance channels.
- Delivered
- A set of performance ads in multiple aspect ratios across the Noice product range.
Selected from Zyra's full body of work. Not all projects shown are Streaming and Connected TV Advertisers - each links to its full case study.
How we work
Clear stages. Human direction.
An agreed brief, clear review stages and a delivery plan.
Brief & Discovery
Agree the objective, lengths, platforms, audience and the specifications to deliver against.
Concept & Storyboard
Agree the story and approve a storyboard that shows how the spot works at each length.
Production
AI-assisted generation, sound mix and edit built for a large display.
Review & Refinement
Review the spot on a large screen at the agreed milestones. Revision rounds are defined in the proposal.
Delivery
Receive masters and exports to each platform’s specification, on the schedule confirmed in your proposal.
Explore production services
Plan the campaign
Illustrative CTV creative version plan
A planning example for a fictional connected TV flight, not a reported Zyra client engagement. Confirm each platform’s specification in your brief.
| Stage / version | Decision to confirm | Review owner |
|---|---|---|
| 30 second master | Story, offer and end card approved at full length | Brand marketing lead |
| 15 second cut | The single message that carries the shorter spot | Creative lead |
| Alternate ending | Offer or call to action changed for a second audience | Media planning lead |
| Large-screen check | Text legibility, product detail and audio reviewed on a large display | Creative and brand owners |
| Platform exports | Each export checked against the platform specification | Campaign owner |
Before your production call
Bring a clearer brief.
Frequently asked
Questions, answered.
What are CTV ads?
CTV ads are video ads shown on internet-connected televisions, such as smart TVs and streaming devices. They are usually full-screen spots of 15 or 30 seconds that run within streaming content.
What is the difference between CTV and OTT advertising?
CTV describes the device, an internet-connected television. OTT describes content delivered over the internet instead of through broadcast or cable. The two overlap, and many streaming ads are bought as both. Either way, the creative is a video spot.
What video specifications do CTV ads need?
Each platform and ad server publishes its own requirements for length, resolution, frame rate, audio loudness and file type. Zyra confirms them in the brief and exports each spot to match.
Does Zyra buy CTV media?
No. Zyra produces the creative. Media planning, buying, targeting and measurement are handled by your media team or agency.
Can AI-made ads run on television and connected TV?
Platforms set their own ad review and disclosure rules, so each placement is checked in advance. Zyra produced a 4K teaser for the Adani Cement FutureX Quiz Challenge with AI-assisted production, and it aired on NDTV.
How long does it take to produce a CTV spot?
The schedule is agreed against the brief. A 5–7 day production window can suit an approved brief; scope, versions and approvals set the real timeline, and milestones are confirmed before production starts.
Let’s talk production
Bring your brief. Let’s shape the film.
Tell us about your audience, format and launch plans. We’ll discuss the creative direction, review stages and delivery scope.
Schedule a Call