Video ad specifications for instream and CTV
High-definition video ads across Netflix, Roku, and MSN require exact technical encoding. Here are the resolution, bitrate, audio, and aspect ratio specifications.
Video ad placement environments and formats#
Microsoft Advertising supports video distribution across three distinct environments: Connected TV (Netflix, streaming networks), Online Instream (pre-roll and mid-roll in video content), and Outstream (native auto-play video on MSN and Outlook).
As documented in Microsoft Video Solutions, 2026, video creative must meet broadcast-grade production benchmarks.
Technical encoding, resolution, and audio standards#
To pass automated ingestion validation, video files must adhere to strict technical parameters:
- Video Format: MP4 or MOV container encoded in H.264 or ProRes.
- Resolution: 1920 x 1080 (1080p Full HD) at 16:9 widescreen ratio; 3840 x 2160 (4K) accepted.
- Bitrate: Minimum 15 Mbps constant bitrate (CBR).
- Audio Standard: Stereo AAC encoded at 192+ kbps, normalized to -24 LKFS (+/- 1.0 LKFS) as detailed in Microsoft Video Spec Guide, 2026.
Asset duration standards (15s and 30s spots)#
CTV streaming networks require exact 15-second or 30-second non-skippable durations. Online instream placements also accept 6-second bumper spots and flexible 60-second brand narratives.
Video files must be edited to exact frame boundaries without leading or trailing black frames.
Third-party VAST tag serving and tracking#
Microsoft Advertising supports VAST 2.0, 3.0, and 4.0 third-party ad server tags, enabling real-time impression verification and viewability measurement via IAS and DoubleVerify.
Explore our Microsoft Ads Hub for complete video campaign playbooks.
Video specification master reference sheet#
The table below provides a quick technical reference for video asset encoding.
| Specification Dimension | Connected TV (CTV / Netflix) | Online Instream / Outstream |
|---|---|---|
| Aspect Ratio | 16:9 widescreen (1920 x 1080) | 16:9, 1:1, or 9:16 vertical |
| Accepted Durations | 15s or 30s exact | 6s, 15s, 30s, or 60s |
| Audio Loudness | -24 LKFS (+/- 1.0 LKFS) | -24 LKFS (+/- 1.0 LKFS) |
| Max File Size | 500 MB (Direct Upload) | 500 MB (Direct Upload) |
| Tag Protocols | VAST 3.0 / 4.0 | VAST 2.0 / 3.0 / 4.0 |
Frequently asked questions#
What video aspect ratio is required for Microsoft CTV ads?
Connected TV video ads on Netflix and streaming networks must be encoded in 16:9 widescreen at a minimum resolution of 1920 x 1080 (1080p Full HD).
What is the audio loudness requirement for Microsoft video ads?
Audio must be normalized to -24 LKFS (+/- 1.0 LKFS) in accordance with ITU-R BS.1770 broadcast audio loudness standards.
Can I use vertical 9:16 videos on Microsoft Ads?
Vertical 9:16 video formats are supported for mobile outstream and mobile MSN feed placements, but not for Connected TV streaming.
Are Microsoft video ads skippable?
CTV streaming video ads on Netflix and partner TV apps are non-skippable; certain web instream placements allow skipping after 5 seconds.
Does Microsoft Advertising support third-party VAST tags?
Yes, Microsoft supports VAST 2.0, 3.0, and 4.0 tags from certified ad servers like Google Campaign Manager and Innovid.
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