Kargo Introduces Innovative CTV Ad Formats for APAC Market

Kargo, a leading digital advertising technology company, has launched three advanced Connected TV (CTV) advertising formats—Tile, Flipbook, and Mirage—targeting the Asia-Pacific (APAC) market. This initiative, announced on June 24, 2025, aims to enhance brand storytelling and deliver measurable results for advertisers navigating the complexities of the CTV landscape. The new ad formats are designed to overcome prevalent challenges such as audience fragmentation and subpar creative quality.

The Tile format allows brands to repurpose vertical video content into engaging CTV spots, presenting tiled video clips alongside brand messaging. This feature particularly benefits social media advertisers seeking to broaden their reach on larger screens while maintaining effective targeting within premium open web environments.

The Flipbook format enables brands to narrate their stories through an interactive experience, flipping through product features and branding elements. This format is ideal for introducing new products or fostering audience engagement.

The Mirage format leverages animation to capture viewer attention swiftly, transitioning seamlessly into a video asset. According to RealEyes, a creative evaluation tool, Mirage has been shown to drive 54% more attention within the first two seconds compared to traditional CTV creatives.

Kargo's approach is rooted in what it calls 'Creative Science,' which merges high-impact creative designs with cutting-edge technology. Rob Leach, General Manager for APAC at Kargo, emphasized the necessity for advertisers to partner with a provider that offers comprehensive solutions for CTV, including captivating creative designs, targeted audience delivery, and reliable measurement. "Advertisers need a partner that delivers the complete package for CTV," Leach stated. "With these new additions to Kargo's existing CTV ad suite, Kargo provides everything advertisers need and more."

The evolution of CTV advertising has been marked by significant growth, with challenges such as low-quality creatives and ineffective measurement metrics posing hurdles for advertisers. Kargo's new ad formats aim to address these issues directly, promoting enhanced performance without disrupting the viewer experience. By expanding targeting and media capabilities, Kargo seeks to redefine how brands connect with audiences on the big screen, unlocking next-generation opportunities within the rapidly evolving CTV landscape.

As the digital advertising space continues to evolve, Kargo's innovative offerings could set a new standard for the industry, potentially influencing how brands approach CTV advertising in both the APAC region and beyond. Industry experts anticipate that the successful implementation of these formats could lead to increased investments in CTV and an emphasis on high-quality creative content, which is crucial for effective engagement in this burgeoning sector.