Innovid’s Annual CTV Insights Report Finds Interactive CTV Campaigns Drive Up to 10.3x Higher Engagement for Advertisers

Rhea-AI Summary

Innovid's CTV Advertising Insights Report highlights the exponential growth of interactive CTV campaigns, with engagement rates 4.6x higher than mobile video and 10.3x higher than desktop video. The report showcases the surge in CTV's dominance, accounting for 53% of video impressions, and the significant increase in average campaign reach. However, the rising frequency of ads poses a challenge of oversaturation. Viewers are shown to engage more with advanced creatives, with interactive ads and dynamic personalized ads earning additional time compared to standard pre-roll videos.

Report Highlights Continued Growth in CTV, Interactive, & Dynamic Ad Engagement as TV’s 100% Digital Future Approaches

NEW YORK--(BUSINESS WIRE)-- Advertisers leveraging the biggest screen in the house are seeing interactive CTV campaigns achieve engagement rates 4.6x higher than mobile video and 10.3x higher than desktop video. When compared to standard pre-roll, interactive CTV video formats, inclusive of choice- and non-choice-based ads, also generate more than 600% lift in engagement. These insights are according to a new CTV insights report released today by Innovid (NYSE:CTV), an independent software platform for the creation, delivery, measurement, and optimization of advertising across connected TV (CTV), linear, and digital.

Innovid has an unparalleled, unbiased view of the CTV universe. Every day, Innovid processes approximately 1.3 billion video impressions and collects more than 6 billion data points.

In “The CTV Advertising Insights Report 2024: Your Data-Driven Source for CTV Performance Trends,” Innovid analyzed nearly 380 billion global video ad impressions served on its platform in 2023. The report provides a holistic view of video advertising and the ways in which marketers are adapting media, creative, and measurement strategies for streaming. Key findings reflect an industry speeding toward a 100% digital TV future, including:

• CTV growth continues to surge: CTV accounted for 53% of video impressions – up 12% compared to the year prior. Additionally, the average CTV campaign reach in 2023 more than doubled compared to two years prior.

• Frequency is rising, but it’s a double-edged sword: The average frequency delivered has increased by almost 80% – up from 4.08 to 7.40 – over the past two years. While it’s important for marketers to have their ads viewed multiple times for awareness, recall, and engagement, it’s also critical to find the right balance before hitting the point of oversaturation.

• Viewers spend time with advanced creatives: Audiences expect relevant, 1:1 content – even with ad experiences – and it shows with the amount of time they spend with advanced creatives. Interactive ads had an average of 92 additional seconds of time earned vs. standard pre-roll video. Dynamic ads, those personalized to the viewer, generated more than 38 seconds of additional time earned.

“Advertisers are realizing the true power behind the measurable, impactful, and innovative ad experiences that only CTV can provide,” said Dani Cushion, CMO, Innovid. “As TV rapidly shifts to a 100% digital future, the time is now for advertisers to optimize every aspect of their campaigns for streaming. The opportunities for reach, engagement, and ROI are unparalleled.”

To download the full report, click 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 New York City, Innovid serves a global client base through offices across the Americas, Europe, and Asia Pacific. To learn more, visit https://www.innovid.com/ or follow us on LinkedIn or X.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240320268319/en/

Caroline Yodice

cyodice@daddibrand.com



Megan Garnett Coyle

megan@innovid.com

Source: Innovid

FAQ

What are the engagement rates for interactive CTV campaigns compared to mobile and desktop video?

Interactive CTV campaigns achieve engagement rates 4.6x higher than mobile video and 10.3x higher than desktop video.

What percentage of video impressions does CTV account for according to the report?

CTV accounted for 53% of video impressions, up 12% compared to the previous year.

How much has the average CTV campaign reach increased in 2023 compared to two years prior?

The average CTV campaign reach in 2023 more than doubled compared to two years prior.

What is the challenge posed by the rising frequency of ads mentioned in the report?

The rising frequency of ads, up by almost 80% over the past two years, poses a challenge of oversaturation.

How much additional time do interactive ads and dynamic personalized ads earn compared to standard pre-roll videos?

Interactive ads had an average of 92 additional seconds of time earned vs. standard pre-roll video. Dynamic ads generated more than 38 seconds of additional time earned.