Overlay Burn-in

What are Overlay Burn-ins?

Overlay burn-in refers to the process of permanently embedding visual elements—such as logos, graphics, text, or promotional content—into a video stream before it is delivered to viewers. Unlike dynamic overlays, which are rendered client-side and can be turned on or off, a burned-in overlay becomes an inseparable part of the video itself. Once encoded, the visual element is integrated into the final frame and cannot be altered or removed during playback.

In the context of Connected TV (CTV), overlay burn-ins are widely used across live channels, AVOD apps, and streaming services to provide branding, contextual information, or calls to action in a consistent and device-agnostic way.

How are overlay burn-ins used in CTV?

Overlay burn-ins serve a variety of strategic purposes in the CTV environment, helping content owners, advertisers, and distributors enhance the visual experience while achieving specific business objectives.

One of the most common uses is branding and promotion. Networks and streaming services frequently burn in their logos or show titles onto video content to ensure brand visibility, especially on FAST channels or syndicated content where content may appear across multiple platforms. This type of persistent branding helps maintain viewer recognition even when content is distributed at scale.

Another key use is contextual information delivery. Overlay burn-ins can provide viewers with real-time data—like sports scores, news headlines, weather updates, or event schedules—that enhances the viewing experience and keeps audiences engaged. In live or event-based content, these overlays act as valuable informational tools without requiring additional interactivity.

In advertising, burn-ins can be used to deliver non-skippable branded messages or product placements directly within the video feed. For example, a promotional banner or a call-to-action graphic might be burned in to reinforce brand messaging throughout a program or during key content segments. While less flexible than dynamic ads, burned-in overlays ensure consistent visibility across all viewers and devices, regardless of client-side capabilities.

Overlay burn-in also plays a role in watermarking and content tracking. Publishers may embed visual watermarks, codes, or ownership tags to trace distribution and deter piracy. These visual marks are baked into the video file and persist regardless of where or how the content is played back.

While interactivity is typically the domain of dynamic overlays, some advanced implementations can simulate interactive elements in conjunction with remote-control navigable overlays or app-level triggers. However, it’s important to note that true interactivity generally requires client-side functionality.

How is overlay burn-in implemented?

Burned-in overlays are typically applied during the transcoding or playout phase of the streaming workflow. During this process, the visual elements are composited directly onto the video frames using video processing tools or software-based encoders. Once embedded, the combined output is rendered as a single video asset or stream and delivered through the content distribution network (CDN).

Because the visual overlays are part of the video itself, they require no additional client-side rendering. This makes them highly reliable across fragmented device environments—especially useful in the diverse world of CTV, where performance and compatibility vary widely across smart TVs, streaming devices, and operating systems.

However, this same permanence also limits flexibility. Once the overlay is burned in, it cannot be removed, changed, or personalized per user—making it best suited for static branding or informational content rather than targeted ads or personalized experiences.

Final thoughts

Overlay burn-in remains a valuable tool in the CTV content delivery toolkit. It enables content publishers and advertisers to ensure consistent messaging, protect brand identity, and enhance viewer engagement with non-intrusive visual elements. While it lacks the dynamic capabilities of server-side or client-side ad insertion, its reliability, simplicity, and universal compatibility make it an ideal solution for many high-scale, content-driven CTV environments.