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1、The CTV Advertising Insights Report 2024Your Data-Driven Sourcefor CTV Performance TrendsThe 100%Digital Future of TV Is Hurtling Toward Us.Are You Ready?The 100%digital future of television is imminent.Amazon Prime,Apple TV+,Netflix,and other streamers have announced ad-supported subscription tiers

2、.Live sports are moving to streaming,and you can bet advertiser dollars will move there as well.Marketers will spend more than$40 billion on CTV advertising in 2027,according to eMarketer projections.Advertisers,you need to prepare for whats coming,and Innovid is the CTV partner to help you succeed

3、in this new world.In 2023,our ad server delivered almost 380 billion video impressions,and 53%of those impressions were via CTV.We have an unprecedented view into streaming viewership.That means we have invaluable insight for CTV advertisers.Our data can help you understand how to connect,engage,and

4、 drive outcomes in a media world that will be dominated by CTV.The CTV Advertising Insights Report 20241|Lets take a deeper dive into the data.Key High-Level FindingsThe CTV Advertising Insights Report 20242|Consumers are flocking to CTV.With cord-cutters and cord-nevers growing,a significant portio

5、n of that audience is unreachable via traditional linear TV.Advertisers understand this fact,andCTV advertising impressions accountedfor 53%of Innovids total video impressions in 2023,which increased 12%over 2022.Your Audience IsWatching CTVCTV ScalesReach and FrequencyThe biggest screen in the hous

6、e delivers top-end engagement:advanced interactive campaigns on CTV achieve engagement that is 4.6x higher than mobile and 10.3x higher than desktop.AdvancedCreative Delivers With an average frequency of 7.42 across all CTV campaigns and unique reach of 87%for campaigns using five or fewer publisher

7、s,CTV provides advertisers unprecedented“Goldilocks”scale to ensure that your reach and frequency level is neither too high nor too low but just right.Your AudienceIs Watching CTVThe CTV Advertising Insights Report 20243|CTV12%Desktop35%Mobile53%BillionInnovid-Served Video Advertising ImpressionsMak

8、e no mistake:CTV is taking over.The Super Bowl just delivered the largest streaming audience in history and will likely build on that record in 2025.CTV advertising provides unique reach extending far beyond linear TV,meaning there are tens of millions of cord-cutters and cord-nevers households you

9、can only reach via streaming platforms.CTV advertising also offers the added advantage of delivering more precise control of frequency for your target audience.As the 100%digital future of TV grows ever closer,CTV advertising continued its strong growth in 2023.Its more proof that brands and agencie

10、s realize the importance of CTV in their marketing mix.CTV accounted for 53%of Innovids served video impressions in 2023,and CTV impressions increased by 12%year over year.Industry observers expect this kind of growth to continue this year and beyond.CTV Is Taking OverCTVs Share of Video Continues t

11、o RiseThe CTV Advertising Insights Report 20244|380Video Impression Share By Device13%15%16%12%Desktop36%39%43%35%Mobile51%46%40%53%60%50%40%30%20%10%0%CTV2020202320222021The CTV Advertising Insights Report 20245|CTVs Role in the Video Mix GrowsCTV Scales Reach and FrequencyThe CTV Advertising Insig

12、hts Report 20246|CTV Expands AdvertisersControl of Unique ReachAverage Campaign Unique Reach for Campaign by Number of PublishersAverage Campaign Unique Reach by Number of PublishersThe CTV Advertising Insights Report 20247|25%2023202169 Publishers92%79%Average Unique Reach5 or Fewer Publishers94%87

13、%10 or More Publishers62%82%Advertiser goals for unique reach vary from campaign to campaign.In the past,determining metrics like unique reach has been guesswork,but the modern ad server enables brands,agencies,and publishers to use real-time data to assess a campaigns unique reach across platforms.

14、With more viewers using multiple streaming providers,the unique reach gained by adding 10 or more publishers has declined significantly since 2021,dipping to 62%in 2023 from 82%two years ago.This insight indicates that as more consumers subscribe to multiple streaming platforms,advertisers can somet

15、imes find a shorter path to building unique reach.The real-time data supplied by Innovids measurement offering makes it easier to identify sources of unique reach and select the optimal mix of publishers to maximize the effectiveness of your campaigns.Ultimately,having access to this kind of data pu

16、ts control of unique reach in the hands of the advertiser where it belongs.Household Reach Based on Impression Volume200 MM100 MM-199 MM40 MM-99 MM20 MM-39 MM200 MMImpressions100 MM-199 MM Impressions40 MM-99 MMImpressions20 MM-39 MMImpressions200 MMImpressions100 MM-199 MM Impressions40 MM-99 MMImp

17、ressions20 MM-39 MMImpressions200 MMImpressions100 MM-199 MM Impressions40 MM-99 MMImpressions20 MM-39 MMImpressions5.19(3.69 in 2021)5.18(3.34 in 2021)6.05Household Average FrequencyTuning In To the Right Frequency on CTV CPGTechnologyServicesPharmaTravel/TourismRetailFinservAutoQSRHome&GardenVerti

18、cal IndustryAvg.ReachAvg.FrequencyCPG25.24%6.6Technology20.29%8.7Services17.50%5.1Pharma15.75%5.1Travel/Tourism11.89%12.9Retail9.95%7.2Finserv8.44%8.7Auto4.71%11.5QSR4.48%8.5Home&Garden3.18%16.7Vertical Benchmarks for Reach and FrequencyUnique reach and average frequency vary among vertical industri

19、es on CTV.The average reach for vertical ad campaigns is highest for CPG at 25.24%,and frequency is highest for Home&Garden at 16.73.U.S.Household Reach and Frequency by VerticalThe CTV Advertising Insights Report 202410|Vertical IndustryAvg.ReachAvg.FrequencyCPG25.24%6.6Technology20.29%8.7Services1

20、7.50%5.1Pharma15.75%5.1Travel/Tourism11.89%12.9Retail9.95%7.2Finserv8.44%8.7Auto4.71%11.5QSR4.48%8.5Home&Garden3.18%16.7Avg.ReachAvg.Frequency25.24%6.6320.29%8.6817.50%5.1415.75%5.0511.89%12.909.95%7.178.44%8.734.71%11.524.48%8.463.18%16.73vFor its clients,advertising agency Davis Elen Advertising w

21、anted to understand whether expanding to include video running across television,desktop,and mobile screens would yield incremental reach and frequency-based cost savings.In particular,Davis Elen wanted to know if analyzing device-level reach and frequency with InnovidXP across LG Ads and Samsung Ad

22、s could reduce partner overlap and add efficient,incremental scale to the campaigns.Ultimately,for its global project management software client,Davis Elen achieved an average 20%decrease in cost per unique reach across the premium video buy.Additionally,it secured 92%unique reach across the entire

23、campaign,delivering maximum efficiency.Case StudyDavis Elen Client Enjoys 20%Declinein Cost Per Unique Reach with InnovidXPJohn Papadopoulos,SVP,Director of Media Strategy,Davis Elen AdvertisingInnovidXP has proven time and again to be a critical tool for us when it comes to real-time testing and le

24、arning,ultimately providing an even better ROI to our customers.92%unique reach across the entire campaign20%decrease in cost per unique reach across the premium video buyThe CTV Advertising Insights Report 202411|Note:This is a stand-alone case study separate from this reports analysis of Innovids

25、data set;read the full case study here.ResultsAdvanced Creative Delivers Powerful PerformanceThe CTV Advertising Insights Report 202412|Brands Are Embracing Advanced Creative on CTV13|In the broadcast era,advertisers reached a broad swath of consumers with brand messages on shows like Happy Days.In

26、the cable era,advertisers could deliver more targeted messages to viewers on HGTV or the Golf Channel.Now,as television hurtles toward its 100%digital future,the kind of personalized,one-to-one advertising that was pioneered on the internet is available on your television,the biggest screen in the h

27、ouse.This shift to CTV doesnt only mean that advertisers are following consumer eyeballs and moving ad buys to CTV.It also means that brands can leverage new advertising formats(that simply arent available on linear TV)to boost the effectiveness of their campaigns.The two key formats that brands hav

28、e embraced are:Interactive adsDynamic creative optimization(DCO)Read on for more insight into how these formats are driving powerful results.The CTV Advertising Insights Report 2024additional average time engaging with interactive CTV ads compared with standard pre-roll3.39%Engagement Rate92Secondsi

29、nteractive CTV ads deliver 7x the engagement of standard video adsadditional average time engaging with interactive CTV ads compared with standard pre-roll92Seconds3.39%Engagement Rateinteractive CTV ads deliver 7x the engagement of standard video adsWith an engagement rate of 3.39%,interactive CTV

30、ads(including choice-based ads)deliver 7x the engagement of standard video ads.3.39%Engagement RateThe CTV Advertising Insights Report 202414|Interactive Ads DriveStrong EngagementWith an engagement rate of 3.39%,interactive CTV ads(including choice-based ads)deliver 7x the engagement of standard vi

31、deo ads92Seconds3.39%Engagement RateConsumers spend an average of an additional 92 seconds engaging with interactive CTV ads compared with standard pre-rollConsumers spend an average of an additional 92 seconds engaging with interactive CTV ads compared with standard pre-roll.92SecondsInteractive ad

32、s enable consumers to engage on screen through elements such as expandable learn-more galleries or add-to-cart QR codes,which have an overall scan-rate of 0.02%with several advertisers seeing scan-rates that approach 5%.Shoppable interactive ads allow advertisers to engage in full-funnel marketing v

33、ia television.Innovids data demonstrates that interactive CTV ads deliver outsized performance:InteractiveCall to ActionsInteractiveDrive to PurchaseInteractiveProduct InformationInteractiveProduct InformationInteractiveDrive to PurchaseInteractiveCall to ActionWith an engagement rate of 3.39%,inter

34、active CTV ads(including choice-based ads)deliver 7x the engagement of standard video ads.3.39%Engagement RateConsumers spend an average of an additional 92 seconds engaging with interactive CTV ads compared with standard pre-roll.92SecondsAdFormatEngagementRateTimeEarnedDynamic Video0.49%38.33 seco

35、ndsInteractive0.73%38.33 secondsDeviceMobilePCCTVDynamic Video 0.21%38.33 secondsInteractive0.33%38.33 secondsInteractive(Non-Choice-Based)0.54%64.74 secondsInteractive(Choice-Based)20.93%94.21 secondsInteractive(Total)3.39%91.88 secondsimageEngagement Rates by Device and Video Ad FormatPowerfully E

36、ngaging:Interactive Engagement Rates and Time Earnedby Device and Video Ad FormatThe CTV Advertising Insights Report 202415|The Power of the Big ScreenThe big screen rules all when it comes to consumer engagement with interactive CTV ads.Interactive campaigns on CTV deliver engagement rates that are

37、 4.6x higher than mobile and 10.3x higher than desktop.On CTV,choice-based ads,which ask a consumer to view an ad before consuming content,are particularly effective in driving engagement when compared to non-choice-based ads.The CTV Advertising Insights Report 202416|Interactive AdsGenerate Engagem

38、entBoth Interactive Advertisersand Campaigns Increase Interactive CTV video formats generate over 600%lift in engagement over standard pre-roll.This figure includes non-choice-based ads,which deliver a lift of 18%,and choice-based ads,which deliver a 4,450%lift.Choice-based ads,which include the vid

39、eo ads you watch to get free Wi-Fi at the airport or to gain access to a show on a streaming platform,generate powerful engagement.10%8%Total135%38%Overlay250%133%Survey71%44%ExpandCanvas1%21%Interactive Ads Show Steady GrowthAdvertiser GrowthCampaign Growth71%44%ExpandCanvas1%21%10%8%Total135%38%Ov

40、erlayInteractive CTV ads generate 600%lift over pre-roll videoTogether,choice-based and non-choice-based formats delivered a+600%lift vs.standard pre-roll,with non-choice-based ads accounting for an 18%lift.Interactive AdsGenerate EngagementNumber of Interactive Advertisers and Campaigns Increase To

41、tal interactive CTV campaigns increased by 10%and advertisers by 8%in 2023.Specifically,the Canvas,Expand,and Overlay interactive formats delivered growth in both number of campaigns and advertisers.Interactive CTV ads generate 600%lift over pre-roll videoTogether,choice-based and non-choice-based f

42、ormats delivered a+600%lift vs.standard pre-roll,with non-choice-based ads accounting for an 18%lift.Growth PercentageHigher lift for dynamic video8%51%Higher lift for dynamic displayDynamic creative optimization advertising delivers results.For DCO ads on CTV,the additional engagement time earned o

43、ver standard video is 38.3 seconds.CTR lift for dynamic video is 8%on mobile over standard video.CTR lift for dynamic display is 51%on mobile over standard display.higher lift for dynamic video5.0%higher lift for dynamic display83.0%The CTV Advertising Insights Report 202417|InteractiveProduct Infor

44、mationInteractiveDrive to PurchaseInteractiveCall to ActionsDCO Enables Data-Driven Creative at ScaleDynamic creative optimization(DCO)enables advertisers to deliver data-driven creative at scale.With DCO,brands can ensure the most effective creative is delivered to consumers based on signals such a

45、s first-party data as well as geolocation,weather,and day-part.DynamicCall to ActionsDynamicMessagingDynamicMessagingDynamicPriceDynamic LocationDynamicMessagingDynamicProduct 90703Cerritos,CA60620Chicago,ILHigher lift for dynamic video8%51%Higher lift for dynamic display8%Higher lift for dynamic vi

46、deo51%Higher lift for dynamic display51%Higher lift for dynamic displayvNote:This is a stand-alone case study separate from this reports analysis of Innovids data set;read the full case study here.Who lives in a pineapple under the sea?SpongeBob SquarePants.Who exceeded benchmarks by 13x with a rece

47、nt interactive advertising campaign?Same answer:SpongeBob SquarePants.The interactive campaign,promoting THQ Nordics“SpongeBob Square Pants:The Cosmic Shake”video game,ran on Paramount+and used the Innovid platform.The ads featured video previews of game footage,testimonials from players,an interact

48、ive canvas format to surround the video with persistent branding,and an in-canvas game where players could guess which costume SpongeBob was wearing,mirroring a key aspect of the game.Case StudyResults7.1%Engagement rate for the interactive campaign13xHigher engagement than Innovid benchmarksPHOTO P

49、LACEHOLDER Lillian Salvadori,Marketing Manager,THQ NordicWe worked closely with the Paramount team to find the right technology and the perfect format to bring gamified ads to SpongeBob viewers.We wanted the ads to be a strong combination of fun,promotional,and informative.The CTV Advertising Insigh

50、ts Report 202418|Interactive SpongeBob Campaign Generates a 7.1%Engagement R We can take the ads from these 3 case studies for the artwork for this page:Ad Council,CT Lottery,and THQ Nordic.For THQ Nordic,I think there are at least two images of ads.We can use one of them on the case study page and

51、the other(preferably the one with the callouts/diagram aspect)for the page featuring interactive ads.DurationVCR(Video Completion Rate)10 Sec90.40%15 Sec93.88%30 Sec95.92%45 Sec64.75%60 Sec88.85%75 Sec86.40%90 Sec89.91%90 Sec32.44%CTV:VCR by Video Ad DurationDo Direct Advertising Buys Outperform DSP

52、s?Weve seen that when direct digital publisher advertising buys and ad buys through DSPs,go head-to-head in a single campaign,the direct buy has delivered a 14.7%better response rate,implying greater effectiveness from direct buys over DSPs.Do Direct Advertising Buys Outperform DSPs?Weve seen that w

53、hen direct digital publisher advertising buys and ad buys through DSPs,go head-to-head in a single campaign,the direct buy has delivered a 14.7%better response rate,implying greater effectiveness from direct buys over DSPs.The CTV Advertising Insights Report 202419|The sweet spot for video advertisi

54、ng tends to be about 15 to 30 seconds.Advertisers should carefully consider the length of their videos and the attention span of their audience.Across CTV,mobile,and desktop,videos that are 15 to 30 seconds in length deliver the highest video completion rates.The click-through rates for mobile and d

55、esktop videos that are 15 to 30 seconds are also the top performers.In general,the shorter the video,the higher the completion rate.CTV videos have higher completion rates compared with videos on mobile and desktop.The best click-through rates for mobile and desktop are in that same sweet spot of 15

56、 to 30 seconds.The Data Is In:The Sweet Spot for Ad DurationDurationVCR(Video Completion Rate)CTR(Click-Through Rate)10 Sec75.44%0.29%15 Sec68.83%0.50%30 Sec72.26%0.68%45 Sec34.98%0.22%60 Sec46.30%0.31%75 Sec33.64%0.30%90 Sec37.53%0.29%90 Sec12.10%0.29%Mobile:VCR&CTR by Video Ad DurationDurationVCR(

57、Video Completion Rate)CTR(Click-Through Rate)10 Sec82.66%0.18%15 Sec76.26%0.39%30 Sec74.23%0.66%45 Sec36.91%0.12%60 Sec53.12%0.19%75 Sec42.20%0.18%90 Sec55.78%0.34%90 Sec25.02%0.17%Desktop:VCR&CTR by Video Ad DurationThe CTV Advertising Insights Report 202420|The Data Is In:The Sweet Spot for Ad Dur

58、ation(Mobile and Desktop)CTV Delivers Real-Time Measurementand OptimizationThe CTV Advertising Insights Report 202421|22|The future of 100%digital TV is upon us.Among the many promises of the digitization of television for brands is a steady flow of data and the insight it can provide.Data enables a

59、dvertisers to understand almost immediately how their campaigns are performing.Then these advertisers can quickly optimize by doubling down on whats working.With near instantaneous feedback available on the performance of TV advertising,brands no longer have to wait until a campaign has completed to

60、 gain insight.Advertisers can put insight into action right away by running the most effective creative more often and by funneling budget to the best-performing media.In the case study on the next page,Compulse was able to optimize campaign messaging and targeting to ultimately deliver better perfo

61、rmance.Instant Measurement,Instant Optimization14.7%Direct Advertising Buys OutperformWeve seen that when direct digital publisher advertising buys and ad buys through DSPs go head-to-head in a single campaign,the direct buy has delivered a 14.70%higher response rate,implying greater effectiveness f

62、rom direct buys over DSPs.The CTV Advertising Insights Report 2024Direct Advertising Buys OutperformWeve seen that when direct digital publisher advertising buys and ad buys through DSPs go head-to-head in a single campaign,the direct buy has delivered a 14.70%higher response rate.Direct Advertising

63、 Buys OutperformWeve seen that when direct digital publisher advertising buys and ad buys through DSPs go head-to-head in a single campaign,the direct buy has delivered a 14.70%higher response rate,implying greater effectiveness from direct buys over DSPs.vFor a financial services client,Compulse us

64、ed InnovidXP to track daily campaign performance at a granular level and implement two key in-flight optimizations,which ensured that the advertisers goals were met.First,Compulse adjusted the creative messaging,adding a specific call to action.Next,the agency fine-tuned the audience targeting strat

65、egy.Together,these optimizations helped realize a 241%lift in consumers completing the advertisers online form.These optimizations delivered the outcomes below:Case StudyCompulse Delivers Spike inCTV Campaign Outcomes Using InnovidXPResults76%increase in website activity from adjusted messaging73%in

66、crease in website activity from adjusted audience targetingBrian Hunt,Corporate Vice President,Head of National Digital and CTV/OTT Advertising Sales,Compulse 360Innovid has been a strategic partner of Compulses for several years.Leveraging the InnovidXP platform to underpin our Compulse managed ser

67、vice allows us to make rapid optimizations in response to on-the-ground campaign dynamics,and ensure we deliver exactly the outcomes that the advertiser is looking for from their campaign with us.The CTV Advertising Insights Report 202423|Note:This is a stand-alone case study separate from this repo

68、rts analysis of Innovids data set;read the full case study here.1324Key Takeaways Innovids data tells a clear story about the 100%digital future of television.Here are four key takeaways about the future of CTV advertising.The CTV Advertising Insights Report 202424|Advertising on streaming platforms

69、 is no longer a nice-to-have.Its a must-have.You simply cant reach large swaths of your audience on linear TV anymore.CTV must be part of your media mix.Get in the CTV Game Its Already StartedWith the data produced by CTV,advertisers have more precise control over reach and frequency.Paying more car

70、eful attention to these metrics will ensure your advertising is more effective and more efficient.Scale Your Reach and Frequency Without GuessworkThe real-time data supplied by CTV enables advertisers to gauge performance of their campaigns and adjust on the fly.If youre not measuring and optimizing

71、 your campaigns in real-time,you can be sure that your competitors are.Measure and Optimize in Real-Time Its No Longer OptionalStreaming is changing more than where you can advertise;its changing how you can advertise.Dynamic creative optimization and interactive advertising formats enable marketers

72、 to have personalized,1:1 conversations with their audience,generating higher engagement and stronger results.Ignore Advanced Creative atYour PerilAdvanced Creative:Premium ad formats that includedynamic and/or interactive components.Choice-Based Ads:An interactive CTV ad experience that incentivize

73、s engagement by offering reduced commercial breaks for the duration of the viewers content if they engage with the ad experience for a given period of time.Click-Through Rate(CTR):Calculated by dividing the total number of impressions by the number of ad impressions that resulted in a click through

74、to an external new web page.Connected TV(CTV):A TV that is connected to the internet,whether natively or by a device that is primarily used to stream video content.This includes smart TVs,gaming consoles(e.g.,Xbox,PlayStation),and devices(e.g.,Roku,Apple TV,Amazon Fire Stick).Dynamic Ads:A form of a

75、dvertising technology that uses data to inform and optimize creative elements and messages such as copy,pictures,backgrounds,video,animation,and interactive elements in real time.Engagement Rate:The percent of impressions where there was at least one interaction within the interactive video unit.Imp

76、ressions:The measurement of responses from a web server to a page request from the viewers browser.Innovids impression measurement is defined at ad render and does not include those filtered as general invalid traffic.The CTV Advertising Insights Report 202425|Callout for Glossary/Definitions Page:C

77、urious About More CTV Terminology?For more TV advertising definitions,check out“TV Speak:Innovids Modern Glossary for Converged TV Advertising.”Interactive Ads:An ad experience that allows viewers to engage directly within the ad,such as an overlay,branded canvas,or expanded unit that runs across CT

78、V,mobile,and desktop devices.Non-Choice-Based Ads:An interactive CTV ad experience that allows viewers to engage,but does not incentivize engagement with reduced commercials or ad load.Time Earned:The average number of extra seconds a user engages with an advanced creative experience,subsequently ex

79、tending the amount of time spent with the ad.Standard Video:A standard promotional video message that plays before the content the user has selected,also known as pre-roll video.Video-Completion Rate(VCR):The percentage of video ads that play to 100%completion.Curious About More CTV Terminology?For

80、more TV advertising definitions,check outKey Definitions“TV Speak:Innovids Modern Glossary for Converged TV Advertising.”Through our ad-serving business,Innovid delivers an averageof over 1 billion ad impressions per day.These impressions,in turn,create trillions of data points,which are the basis o

81、f this report.More importantly,these data points are fuel to help the advertising ecosystem including brands,agencies,and publishers create,deliver,measure,and optimize effective campaigns.A Note About This ReportThe CTV Advertising Insights Report 202426|AI1+BILLIONAds Served DailyInnovid(NYSE:CTV)

82、powers advertising delivery,personalization,and measurement across connected TV,linear,and digital for the worlds 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 a

83、dvertising 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 globa

84、l client base through offices across the Americas,Europe,and Asia Pacific.About IMethodologyFor this report,Innovid analyzed almost 380 billion video advertising impressions served on our platform between January 1 and December 31,2023.Researchers examined mobile,desktop,CTV devices,and social platf

85、orms to compile the most complete picture of video advertising available in terms of benchmarks and insights across the globe.Across reach and frequency performance,researchers studied the top CTV advertisers across all their campaigns with at least 1 million CTV impressions.Innovid(NYSE:CTV)powers

86、advertising delivery,personalization,and measurement across linear,CTV,and digital for the worlds 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 inves

87、tment 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,Innovid serves a global client base through offices across the Americas,Europe,and Asia Pacific.Find out how Innovid can help you power the future of TV advertising today.Get in touch!To learn more,visit Follow us on social media:To learn more,visit Follow uson social media Get in touch!