Advanced Television

Study: CTV over half global video impression share

May 11, 2023

Connected TV (CTV) now accounts for over half (51 per cent) of global video impression share, an increase of 10.9 per cent compared to 2021 – with mobile and desktop steadily declining YoY, according to a benchmarks report from advertising platform Innovid.

“In 2019, CTV accounted for just 31 per cent of total impression share by device,” advises 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 analysed over 330 billion video advertising impressions globally from advertisers served on Innovid’s platform between January 1st and December 31st, 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 per cent lift in engagement over standard pre-roll video in 2022 across choice and non-choice ads, with non-choiced-based ads on their own accounting for a 17 per cent lift. Interactive CTV formats saw a 96.4 per cent completion rate – beating standard video completion by 3.0 per cent– and resulted in 92 seconds of additional time earned on top of time spent watching pre-roll. As expected, there was also a 15 per cent increase in interactive CTV campaigns in 2022, with 17 per cent more advertisers running them on the Innovid platform.
  • …So do mobile and desktop interactive ads: On both mobile and desktop, interactive ads generated 181 per cent and 166 per cent 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 personalisation and performance: Dynamic ads allow advertisers to optimise creative for immersive, personalised messaging at scale. In turn, dynamic video and display advertising saw steady impression growth YoY, with an increase of 50 per cent and 96 per cent respectively. These formats also showed higher performance vs. their standard counterparts when it came to CTRs, with 5 per cent higher lift for dynamic video and 83 per cent 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 personalisation of the creative to drive outcomes,” notes Helmreich. “As the TV market moves towards being 100 per cent 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.”

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