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How to set-up and export your Connected TV (CTV/OTT) creative for optimal performance

A step-by-step guide for building your CTV creative file in Adobe After Effects and Adobe Premiere Pro.

We hear you, we get it. The world of creating for Connected TV (CTV) can sometimes feel overwhelming, even to the most seasoned creative professionals. From file type and resolution to file size and bitrate , there’s a lot to keep track of and often these files can start to feel like a house of cards.

Well, we’re here to help you navigate it all! The bad news? With the evolving landscape of CTV—new streaming platforms, new placement options, and new technologies—the list of specs is constantly in flux. The good news? We’ve done the research and pared down the specs so you can rest assured that you’re always creating high-quality, high-performing ads that maximize reach. You can access and download these recommended specs on our ad creative page as well as the creative section of your account dashboard.

In order to properly export from Adobe After Effects and Adobe Premiere Pro, we recommend you install and use Adobe Media Encoder.

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How to set-up your CTV/OTT creative in Adobe After Effects

In order to properly export from Adobe After Effects, we recommend you install and use Adobe Media Encoder.

1. Open a new file in After Effects with the following settings:

NOTE: Frame rate can be either 23.97 or 29.97 and duration can be :15, :30, or :60

3. Import your video asset(s) by going to File… Import… File... or Multiple Files… 

If you are using this method to increase/decrease your bitrate, select that video file.

If you need help using Adobe After Effects, our friends at Adobe offer lots of helpful After Effects tutorials that we highly recommend.

3. Once you have completed your CTV creative and are ready to export, click Composition… add the Adobe Media Encoder 

If you are using this method to increase/decrease your bitrate, select that video file.

4. To continue the export in Adobe Media Encoder, please the third video on this page ‘How to export your CTV/OTT creative file using Adobe Media Encoder’ 

How to set-up your CTV/OTT creative in Adobe Premiere Pro

In order to properly export from Adobe Premiere Pro, we recommend you install and use Adobe Media Encoder.

1. Select “New Project” on the homepage of Premiere Pro and then create a file by typing in your project name, selecting a project location, selecting at least one media asset, and typing in a sequence name. 

If you are using this method to increase/decrease your bitrate… select the video as your media asset.

2. Once in the Premiere Pro file, select the sequence and then go to Sequence… Sequence Settings and ensure the highlighted settings match the screenshot below:

NOTE: Timebase and Display Format can be either 23.976 or 29.97, but they must both be the same.

3. Edit the sequence duration on the slider and ensure your timeline is set to :15, :30, or :60

If you need help using Adobe Premiere Pro, our friends at Adobe offer lots of helpful
Premiere Pro tutorials that we highly recommend.

4. Once you have completed your CTV creative and are ready to export, click File… Export… Media… or simply click “export” in the top left hand corner.

5. Click “Send to Media Encoder” and follow the Adobe Media Encoder steps below.

How to export your CTV/OTT creative in Adobe Media Encoder

In order to properly export from Adobe Premiere Pro, we recommend you install and use Adobe Media Encoder.

1. Select “New Project” on the homepage of Premiere Pro and then create a file by typing in your project name, selecting a project location, selecting at least one media asset, and typing in a sequence name. 

If you are using this method to increase/decrease your bitrate… select the video as your media asset.

2. Next, click ‘Match Source-High Bitrate’ to open the settings.

3. Scroll all the way down in the ‘Video’ section to ‘Video Bitrate Settings’

4. Type or slide to select your ‘Target Bitrate [Mbps]’

You can select any target bitrate you would like within the range 18-30 in order to meet
platform requirements. The export may not hit this number exactly, but the program will
do its best to get as close as possible. We recommend selecting a number in the middle
of the range like ‘25’.
 
Struggling to find your final bitrate or getting your bitrate in the correct range? Check out our article How to troubleshoot & increase your video bitrate to learn more.

5. Click ‘OK’ to return to the home screen of Adobe Media Encoder

6. Once you have set up all your export settings, click the green play button in the top right hand corner to start your export

6. That’s it! Your file should be exported and ready to launch.

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