CloudTV, India’s first certified Smart TV OS, has rolled out its new 3D Ad-Unit across OS-powered devices, marking a first-of-its-kind innovation in the country’s connected TV (CTV) advertising landscape. The format is designed to deliver an impactful yet non-intrusive brand experience, reshaping how advertisers connect with audiences on large screens.

With a footprint of over 12 million households across Tier 1, 2 and 3 cities and powering more than 250 smart TV brands, CloudTV’s 3D ads promise to enhance brand recall and engagement. Unlike conventional formats, the immersive unit creates a premium ad environment that holds attention while keeping the viewing experience seamless.

The innovation has already been tested in partnership with AiYO, an AI-first content studio, and MyFitness, where the 3D ad registered a 25 percent higher completion rate compared to standard masthead video ads. With India’s CTV ecosystem projected to cross 25 million households by 2026, the company believes this inventory could redefine premium advertising at scale.

“The launch of 3D ads positions CloudTV at the forefront of CTV innovation, catering to the growing demand for premium, high-impact advertising solutions,” said Abhijeet Rajpurohit, COO and Co-founder, CloudTV. “As brands look for new ways to differentiate their messaging and drive deeper engagement, CloudTV’s 3D ad inventory offers a compelling alternative that stands out in the CTV advertising space.”

The announcement comes shortly after CloudTV unveiled its dedicated CTV advertising platform and partnered with global sell-side player Magnite. The company has also launched a new website offering advertisers, agencies, and media buyers access to inventory, audience insights, and partnership opportunities.

By moving beyond standard formats, CloudTV is positioning itself as a frontrunner in the next phase of India’s fast-growing CTV ad market—delivering innovation that serves both brands and viewers alike.