--- title: The IAB's CTV Ad Creative Report Features New Data on Ad Frequency from TVision description: TVision included in the IAB's industry report on CTV Creative Best Practices. image: https://www.tvisioninsights.com/hubfs/peopleworkingtogether-1.jpg --- [![TVision Logo](https://www.tvisioninsights.com/hs-fs/hubfs/TVision%20Brand%20Guidelines/TVision_logo_color_rgb_whiteText.png?width=1804&height=202&name=TVision_logo_color_rgb_whiteText.png "TVision Logo")](https://www.tvisioninsights.com/) Blog  |   Insights # The IAB's CTV Ad Creative Report Features New Data on Ad Frequency from TVision August 4   |   Blog  |   Insights As CTV advertising increases in popularity,  the industry is working to coalesce around best practices in terms of creative strategy, ad formats, media planning, and campaign measurement. The IAB's excellent report [CTV Creative Best Practices](https://www.iab.com/insights/ctv-creative-best-practices-guide/) includes numerous best practices from leading brands like Nissan, Pringles, and BJ's Wholesale Club, plus data and insights from TVision and other measurement providers.  At TVision we were happy to contribute our research on CTV ads and attention to the IAB's best practices guide.  Their report includes data found in [The Impact of Repeat Ads on CTV Performance](https://info.tvisioninsights.com/tvision_impact_of_repeat_ads_ctv), our latest research that helps advertisers avoid wear-out and find the magic formula for ad lengths on CTV.  For example, to avoid over-saturation and ad avoidance in CTV, marketers should consider an increased variety of creative, and as the below chart from the report indicates, prioritize shorter ad lengths. ![CTV wear-out by ad length](https://www.tvisioninsights.com/hs-fs/hubfs/CTV%20wear-out%20by%20ad%20length.png?width=1637&name=CTV%20wear-out%20by%20ad%20length.png) ### New CTV Advertising Research  Advertisers seeking to optimize their CTV ad plans can find a number of valuable resources here: [TVision's CTV Advertising Report](https://info.tvisioninsights.com/ctv-advertising-report-june-2021) has all the details you need on ad engagement, ad-supported CTV, and strategies for CTV ad impact TVision's study on [The Impact of Repeat Ads on CTV Performance](https://info.tvisioninsights.com/tvision_impact_of_repeat_ads_ctv) is our analysis of frequency and how repeat ads impact CTV ad attention. The [IAB's CTV Creative Best Practices](https://www.iab.com/insights/ctv-creative-best-practices-guide/) is a comprehensive examination of CTV advertising success and recommendations from across the industry. [![CTV Advertising Report](https://no-cache.hubspot.com/cta/default/3023204/9dc7af61-6555-4cda-8b3b-af4559d48bff.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/9dc7af61-6555-4cda-8b3b-af4559d48bff) ![LinkedIn](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/linkedin-icon.png) ![Twitter](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/twitter-icon.png) ![Facebook](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/fb-icon.png) ## More resources from TVision [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New TV Attention and Creative Impact Report](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision Insights Enters Definitive Agreement to Be Acquired by Viant Technology](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has entered into a definitive agreement to be acquired by Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, in a transaction valued at $40 million. The deal, expected to close in Q2 2026, brings TVision's second-by-second, person-level attention data, co-viewership signals, and in-room presence measurement directly into Viant's buying platform. [Read More](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New State of Streaming Report Reveals How Context, Pod Position and More Impact Viewer Engagement](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) ### Find Your Brand's TV Performance Or try these: [Geico](https://www.tvisioninsights.com/search-results?brand=Geico), [Amazon](https://www.tvisioninsights.com/search-results?brand=Amazon), [Progressive](https://www.tvisioninsights.com/search-results?brand=Progressive), [State Farm](https://www.tvisioninsights.com/search-results?brand=State%20Farm), [T-Mobile](https://www.tvisioninsights.com/search-results?brand=T-Mobile) ## Get in Touch Need more info, have a question or want a demo? Tell us a little bit more and we'll respond shortly. ## Stay Up to Date The TV landscape is changing quickly. 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