How Recast, Surround, and Sidecar help brands create more immersive streaming and connected TV advertising experiences.
Video sits at the center of nearly every marketing campaign.
It's the asset that launches a product, tells the brand story, fuels social content, and supports media activations. It's also one of the largest creative investments many brands make.
The challenge is that a single video is often expected to do far more than originally planned. Campaigns evolve. New opportunities emerge. Messaging shifts. Creative built for one moment suddenly needs to support several others.
The instinctive response is usually to create something new. Another edit. Another approval cycle. Another production request. Sometimes that's the right answer. But the strongest asset might already be sitting in front of you.
Enhanced CTV and Online Video (OLV) were built around that idea.
As CTV advertising and streaming advertising continue to take on a larger role in the media mix, brands need more flexible ways to extend the value of the video creative they already have.
By adding branded environments, supporting visuals, messaging, and creative enhancements around existing assets, brands can create richer experiences across streaming and online video while extending the value of work that's already been approved, produced, and proven effective.
This new product suite includes three distinct formats, each designed to help marketers get more from their video creative. The Enhanced era is here.
Recast: Every Great Social Asset Deserves a Second Act
A funny thing can happen after a campaign launches.
The asset everyone spent months planning isn't always the one generating the most momentum. Maybe it's the social cut, creator partnership, or vertical video that starts stealing the spotlight. What was originally built for a feed quickly becomes one of the most valuable assets in the campaign.
Many creative assets that find success on social media were never designed for streaming environments. They're built for phones, feeds, and vertical video ads. Bringing them into CTV or Online Video often means revisiting creative, creating new versions, or kicking off a production process that nobody anticipated when the campaign launched.
That’s where Recast comes in.
As a CTV ad format designed for social-first creative, Recast makes it easier to bring proven creative into new environments without rebuilding it from the ground up. The qualities that made the asset successful in the first place remain intact, while the experience is transformed for larger screens and premium video placements.
For marketers investing heavily in creator partnerships, social video advertising, and short-form video, Recast creates a straightforward path from social success to streaming activation. Instead of watching strong creative live and die in a single channel, brands can extend its reach, amplify its impact, and get more value from assets that have already earned their place in the campaign.
Surround: The Biggest Stage for Your Biggest Ideas
The more robust the campaign, the harder it becomes to fit everything into a single asset.
What starts as a straightforward video can quickly become the home for product messaging, promotional offers, brand storytelling, and everything else the campaign needs to communicate. The creative is doing a lot of heavy lifting before it ever reaches an audience.
Streaming environments raise the stakes even further. Audiences are engaged, the screen is bigger, and the opportunity to make an impression is significant. Making the most of that moment often requires more than a video alone can comfortably deliver.
As a CTV ad format built for immersive storytelling, Surround expands the role video can play by turning the space around the asset into part of the experience. Product imagery, branded visuals, messaging, QR codes, and supporting creative elements work alongside the video to create a richer environment that supports emerging interactive CTV and shoppable CTV experiences
That additional canvas allows campaigns to communicate more without asking the video to do all the work itself. Product details, promotional messaging, interactive elements, and supporting creative can live alongside the asset rather than competing for space within it.
Rather than forcing every message into a single asset, Surround creates room for campaigns to breathe. It gives brands the flexibility to continue the story while making better use of creative they've already invested in.
Sidecar: A Supporting Cast for Your Strongest Creative
Your hero asset is already doing exactly what it needs to do.
The story lands. The creative works. It has earned its place at the center of the campaign. The last thing anyone wants is to rebuild it or bury it beneath layers of additional messaging.
At the same time, campaigns often have more to say than a single video can comfortably communicate on its own. Key messages, supporting visuals, and calls to action still need a place to live.
Sidecar strikes a balance between the two.
Designed to complement rather than compete with video, Sidecar is a video advertising format that creates space to reinforce the story. Supporting creative, branded elements, product highlights, and campaign messaging can work alongside the asset while allowing the video to remain the focal point of the experience.
The result is a format that feels additive rather than intrusive. Brands gain more room to reinforce key messages and strengthen their presence, while audiences still experience the creative exactly as it was intended.
The End of One-and-Done Creative
Creative doesn't stop being valuable once a campaign launches.
The strongest assets often have more to give. Enhanced CTV and Online Video help brands get more from the creative they already have, extending its reach, impact, and longevity without starting from scratch.
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