Innovid Report Details Trends, Creative Benchmarks, & Best Practices for Advertising on Live-Streamed Sports
Innovid (NYSE:CTV) has released a report highlighting the impact of sports viewership shifting to streaming and opportunities for advertisers. Key findings show that interactive CTV ads deliver 4.5x higher engagement rates than standard video ads, while QR code usage in H1 2024 increased 11% compared to 2023. Dynamic Creative Optimization (DCO) ads earn an additional 20 seconds of engagement time. Despite CTV viewership surpassing linear TV, advertising spending remains disproportionate, with $61 billion allocated to linear TV versus $30 billion to CTV, indicating significant growth potential in the streaming market.
Innovid (NYSE:CTV) ha pubblicato un rapporto che evidenzia l'impatto del cambiamento nella fruizione sportiva verso lo streaming e le opportunità per gli inserzionisti. I risultati principali mostrano che gli annunci interattivi su CTV generano tassi di coinvolgimento 4,5 volte superiori rispetto agli annunci video standard, mentre l'uso di codici QR nel primo semestre del 2024 è aumentato dell'11% rispetto al 2023. Gli annunci di Ottimizzazione Creativa Dinamica (DCO) guadagnano ulteriori 20 secondi di tempo di coinvolgimento. Nonostante il pubblico di CTV superi quello della TV lineare, la spesa pubblicitaria rimane sproporzionata, con 61 miliardi di dollari destinati alla TV lineare contro 30 miliardi alla CTV, indicando un significativo potenziale di crescita nel mercato dello streaming.
Innovid (NYSE:CTV) ha publicado un informe que destaca el impacto del cambio en la visualización de deportes hacia el streaming y las oportunidades para los anunciantes. Los hallazgos clave muestran que los anuncios interactivos en CTV tienen tasas de participación 4,5 veces más altas que los anuncios de video estándar, mientras que el uso de códigos QR en la primera mitad de 2024 aumentó un 11% en comparación con 2023. Los anuncios de Optimización Creativa Dinámica (DCO) obtienen 20 segundos adicionales de tiempo de interacción. A pesar de que la visualización en CTV supera a la TV lineal, el gasto en publicidad sigue siendo desproporcionado, con 61 mil millones de dólares asignados a la TV lineal frente a 30 mil millones a CTV, lo que indica un significativo potencial de crecimiento en el mercado de streaming.
Innovid (NYSE:CTV)는 스포츠 시청이 스트리밍으로 이동하고 광고주에게 제공되는 기회에 대한 영향을 강조하는 보고서를 발표했습니다. 주요 발견에 따르면 인터랙티브 CTV 광고는 표준 비디오 광고보다 4.5배 높은 참여율을 제공합니다. 2024년 상반기 QR 코드 사용이 2023년에 비해 11% 증가했습니다. 동적 창의 최적화(DCO) 광고는 추가로 20초의 참여 시간을 얻습니다. CTV 시청률이 선형 TV를 초과함에도 불구하고 광고 지출은 불균형적이며, 선형 TV에 610억 달러가 할당되고 CTV에는 300억 달러가 할당되어 스트리밍 시장의 상당한 성장 잠재력을 나타냅니다.
Innovid (NYSE:CTV) a publié un rapport mettant en évidence l'impact du changement de la consommation sportive vers le streaming et les opportunités pour les annonceurs. Les principales conclusions montrent que les publicités interactives CTV génèrent des taux d'engagement 4,5 fois plus élevés que les publicités vidéo standard, tandis que l'utilisation des codes QR au premier semestre 2024 a augmenté de 11 % par rapport à 2023. Les annonces d'Optimisation Créative Dynamique (DCO) obtiennent 20 secondes supplémentaires de temps d'engagement. Malgré le fait que les audiences CTV dépassent celles de la télévision linéaire, les dépenses publicitaires restent disproportionnées, avec 61 milliards de dollars alloués à la télévision linéaire contre 30 milliards à CTV, indiquant un potentiel de croissance significatif sur le marché du streaming.
Innovid (NYSE:CTV) hat einen Bericht veröffentlicht, der die Auswirkungen des Wechsels der Sportansichten zum Streaming und die Möglichkeiten für Werbetreibende hervorhebt. Die wichtigsten Ergebnisse zeigen, dass interaktive CTV-Anzeigen 4,5-mal höhere Engagement-Raten als herkömmliche Videoanzeigen erzielen, während die Nutzung von QR-Codes im ersten Halbjahr 2024 im Vergleich zu 2023 um 11% gestiegen ist. Dynamische kreative Optimierung (DCO) Anzeigen erhalten zusätzlich 20 Sekunden Engagement-Zeit. Obwohl die CTV-Nutzung die lineare TV-Nutzung übersteigt, bleibt die Werbeausgabe unverhältnismäßig, mit 61 Milliarden Dollar, die für lineares Fernsehen und 30 Milliarden Dollar für CTV eingeplant sind, was auf ein erhebliches Wachstumspotenzial im Streaming-Markt hinweist.
- Interactive ads on CTV show 4.5x higher engagement rates than standard video ads
- QR code engagement rates more than doubled in H1 2024
- DCO ads earn 20 seconds additional engagement time
- Average CTV campaign reach has doubled since 2021
- CTV viewership has surpassed linear TV according to eMarketer
- CTV ad spending ($30B) significantly lags behind linear TV ($61B), indicating potential market inefficiency
Insights
The report reveals significant insights into the evolving CTV advertising landscape, with interactive ads showing 4.5x higher engagement than standard video ads. The surge in QR code usage and engagement rates, coupled with DCO ads earning 20 additional seconds of viewer attention, demonstrates growing effectiveness of CTV advertising technology.
A critical market disparity exists with brands still allocating
While these findings are positive for Innovid's business model and industry position, the immediate revenue impact remains unclear without specific financial metrics. The company's focus on sports streaming positions it well in a rapidly growing market segment, but investors should monitor whether this translates to improved financial performance.
As Live Sports Shift to Streaming, Report Reveals How CTV Advertising is Reshaping the Fan Experience & Redefining ROI for Brands
The report delves into why some of the world’s biggest brands and agencies are turning to live-streamed sports to engage with audiences. The findings underscore how CTV’s digital advantages—personalization, interactivity, and advanced measurement—allow brands to tap into the unparalleled engagement of sports fans with relevant, engaging content while also gaining granular insights into ad performance and ROI.
In addition to landscape growth stats, creative and measurement trends, case studies, and quotes and Q&As from leading brands, agencies, and publishers, the report includes Innovid’s analysis of approximately 200 billion video ad impressions from the first half of 2024. Findings include:
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Lean-In Audiences Engage: Interactive ads on CTV deliver an engagement rate 4.5 times higher than standard video ads. Additionally, the use of QR codes in the first half of 2024 surpassed all of 2023 by
11% , and their engagement rate has more than doubled in that same timeframe. - Relevancy = More Time Earned: Dynamic Creative Optimization (DCO) ads, which are personalized to the viewer, earn an additional 20 seconds of engagement time compared to standard video ads. Tailored creatives result in longer, more meaningful connections with viewers, particularly during high-stakes live sports moments.
- Reach is Growing: The average CTV campaign reach has more than doubled since 2021 and is expected to increase, fueled by the surge in live-streamed sports viewership.
While CTV continues to attract more viewers than linear TV, ad spending has not yet kept pace. Despite CTV’s rapid growth, brands still allocate over
“Live-streamed sports on CTV isn’t the future—it’s the present,” said Dani Cushion, CMO, Innovid. “Brands now have unprecedented opportunities to leverage the massive engagement of live sports with digital capabilities like personalization and measurement. Our latest report is a roadmap for advertisers looking to maximize their impact and ROI in this evolving landscape.”
To access the full findings, download “Winning Big with CTV Advertising on Live-Streamed Sports” here.
About Innovid
Innovid (NYSE:CTV) is an independent software platform for the creation, delivery, measurement, and optimization of advertising across connected TV (CTV), linear, and digital. 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
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Megan Coyle – megan@innovid.com
Source: Innovid
FAQ
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