Global report showcases growth and
sustainability in CTV as advertisers prioritize its role in their
media mix
NEW
YORK, May 11, 2023 /PRNewswire/ -- Connected TV
(CTV) now accounts for over half (51%) of global video impression
share, an increase of 10.9% compared to 2021 – with mobile and
desktop steadily declining YoY. That's according to a new
benchmarks report released today by Innovid (NYSE: CTV), an
independent advertising platform for the delivery, personalization
and measurement of converged TV across linear, CTV and digital.
"In 2019, CTV accounted for just 31% of total impression share
by device," said Dave Helmreich,
Chief Commercial Officer at Innovid. "Today, it accounts for over
half of all video impressions – and that share is already up
another 3 percentage points in Q1 2023. As TV viewership continues
to shift towards streaming, the share of CTV impressions will only
continue to grow – and this trend is evident as Upfront buys
continue to flow towards CTV inventory."
The report analyzed over 330 billion video advertising
impressions globally from advertisers served on Innovid's platform
between Jan. 1 and Dec. 31, 2022,
across verticals and devices (CTV, mobile, and desktop) to provide
a holistic view of video advertising and the ways in which
advertisers are adapting media and creative strategies. Key
findings from Innovid's platform include:
- CTV interactive ads outperform standard video:
Interactive CTV formats drove a more than 600% lift in engagement
over standard pre-roll video in 2022 across choice and non-choice
ads, with non-choice-based ads on
their own accounting for a 17% lift. Interactive CTV formats saw a
96.4% completion rate – beating standard video completion by 3.0%–
and resulted in 92 seconds of additional time earned on top of time
spent watching pre-roll. As expected, there was also a 15% increase
in interactive CTV campaigns in 2022, with 17% more advertisers
running them on the Innovid platform.
- …So do mobile and desktop interactive ads: On both
mobile and desktop, interactive ads generated 181% and 166% lifts
in engagement, respectively, over standard video. When engaged,
interactive mobile and desktop formats generated an average of 32
additional seconds of time earned.
- Dynamic video and display drive personalization and
performance: Dynamic ads allow advertisers to optimize creative
for immersive, personalized messaging at scale. In turn, dynamic
video and display advertising saw steady impression growth YoY,
with an increase of 50% and 96% respectively. These formats also
showed higher performance vs. their standard counterparts when it
came to CTRs, with 5% higher lift for dynamic video and 83% higher
lift for dynamic display.
"There is growing pressure on advertisers to justify every
dollar by measuring performance and proving a strong return on
investment, plus improving relevance with personalization of the
creative to drive outcomes," continued Helmreich. "As the TV market
moves towards being 100% digitally enabled, marketers need their
tech providers to give them real-time insights and always on
intelligence to ensure that they are making the most of their
investments across converged television."
For more information on Innovid and to download the full report,
please visit here.
About Innovid
Innovid (NYSE:CTV) powers advertising delivery, personalization,
measurement across linear, connected TV (CTV) and digital for the
world's largest brands. Through a global infrastructure that
enables cross-platform ad serving, data-driven creative, and
measurement, Innovid offers its clients always-on intelligence to
optimize advertising investment across channels, platforms,
screens, and devices. Innovid is an independent platform that leads
the market in converged TV innovation, through proprietary
technology and exclusive partnerships designed to reimagine TV
advertising. Headquartered in New York
City, Innovid serves a global client base through offices
across the Americas, Europe, and
Asia Pacific. To learn more, visit
Innovid.com or follow us on LinkedIn or Twitter. For more
information about Innovid, visit https://www.innovid.com/.
Media Contact
Caroline Yodice
cyodice@daddibrand.com
View original content to download
multimedia:https://www.prnewswire.com/news-releases/ctv-accounts-for-over-half-of-global-video-impression-share-according-to-new-innovid-study-301821229.html
SOURCE INNOVID