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1、2024 Advertising Insights ReportFor Finance/Insurance2024 Advertising Benchmarks For Finance/InsuranceThe 100%digital future of television is imminent.Amazon Prime,Apple TV+,Netflix,and other streamers have announced ad-supported subscription tiers.Live sports are moving to streaming,and you can bet

2、 advertiser dollars will move there as well.Marketers will spend more than$40 billion on CTV advertising in 2027,according to eMarketer projections.To help advertisers stay competitive,in the following report,Innovid has analyzed 380 billion video advertising impressions across verticals served on o

3、ur platform between Jan.1-Dec.31,2023.We have an unprecedented view into streaming viewership and our data can help Finance/Insurance advertisers understand how to connect,engage,and drive outcomes in a media world dominated by CTV.Introduction2024 Advertising Benchmarks For Finance/InsurancevFinanc

4、e/Insurance Video Impression Share By DeviceOverviewRegions AnalyzedNAMLATAMAPACEMEACTV12%Desktop33%Mobile56%vAmong Finance/Insurance advertisers,CTVs share of impressions has grown by 100%since 20192024 Advertising Benchmarks For Finance/InsuranceClick-Through RateEvaluate the impact that ad length

5、,device,and creative format have on click-through rate.Data Featured In This Report135Engagement RateDive deep into engagement,gaining insight into how ad length,device,and creative format impacts interaction.Video Completion RateBreak down the influence that different lengths,devices,and formats ha

6、ve on video completion rate.42Average ReachCompare the average reach seen across all video impressions to how the vertical is approaching reach.Average FrequencySee the average frequency seen across all video impressions vs.how the vertical is approaching frequency.2024 Advertising Benchmarks For Fi

7、nance/Insurance68.90%79.40%90.40%0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%100.00%Less Than 101530Completion Rate By Standard Video Ad LengthCompletion Rate,or VCR,is calculated by dividing the total number of impressions by the number of impressions which reached 100%completion and

8、 is often considered to be the core metric for video performance.Within the 2023 data for Finance/Insurance,we found that 30-second videos performed best among standard videos in terms of completion rate.Completion Rate By Video Length2024 Advertising Benchmarks For Finance/InsuranceCompletion Rate

9、By Standard Video Device TypeCompletion Rate,or VCR,is calculated by dividing the total number of impressions by the number of impressions which reached 100%completion and is often considered to be the core metric for video performance.Within the 2023 data for Finance/Insurance,it was no surprise th

10、at CTV performed best among device types in terms of completion rate because most inventory is unskippable.Completion Rate By Device69.56%74.74%94.05%64.80%73.20%92.60%0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%100.00%MobileDesktopCTVVertical Completion RateGlobal Completion Rate2024

11、 Advertising Benchmarks For Finance/Insurance89.34%91.20%81.85%81.06%74.00%76.00%78.00%80.00%82.00%84.00%86.00%88.00%90.00%92.00%Interactive CTVInteractive VideoDCO VideoStandard Video*Please note,for the purposes of these verticalized benchmarks,we have excluded choice-based Interactive CTV data.Co

12、mpletion Rate By Format Type Completion Rate,or VCR,is calculated by dividing the total number of impressions by the number of impressions which reached 100%completion and is often considered to be the core metric for video performance.Within the 2023 data for Finance/Insurance,we found that interac

13、tive video performed best among format types in terms of completion.Completion Rate By Format Type 2024 Advertising Benchmarks For Finance/InsuranceClick-Through Rate By Standard Video Ad LengthClick-Through Rate,or CTR,is calculated by dividing the total number of impressions by the number of ad im

14、pressions that resulted in a click-through to an external new web page.Within the 2023 data for Finance/Insurance,we found that less than 10-second videos massively outperformed other standard videos in terms of CTR.0.41%0.24%0.12%0.00%0.05%0.10%0.15%0.20%0.25%0.30%0.35%0.40%0.45%Less Than 101530CTR

15、 By Video Length2024 Advertising Benchmarks For Finance/InsuranceClick-Through Rate By Standard Video Device TypeClick-Through Rate,or CTR,is calculated by dividing the total number of impressions by the number of ad impressions that resulted in a click-through to an external new web page.Within the

16、 2023 data for Finance/Insurance,we found that mobile performed better than mobile devices in terms of CTR.CTR By Device0.46%0.35%0.55%0.45%0.00%0.10%0.20%0.30%0.40%0.50%0.60%0.70%0.80%0.90%1.00%MobileDesktopVertical CTRGlobal CTR2024 Advertising Benchmarks For Finance/Insurance0.18%0.21%0.11%0.24%0

17、.11%0.00%0.05%0.10%0.15%0.20%0.25%0.30%Interactive VideoDCO VideoDCO DisplayStandard VideoStandard DisplayClick-Through Rate By FormatClick-Through Rate,or CTR,is calculated by dividing the total number of impressions by the number of ad impressions that resulted in a click-through to an external ne

18、w web page.Within the 2023 data for Finance/Insurance,we found that standard video outperformed other formats in terms of CTR.Smart TVs and connected devices currently do not offer the option to click-through,so interactive CTV was not included in CTR evaluation.CTR By Format Type2024 Advertising Be

19、nchmarks For Finance/Insurance*Please note,for the purposes of these verticalized benchmarks,we have excluded choice-based Interactive CTV data.Engagement Rate By FormatEngagement Rate is calculated by dividing the total number of impressions by the number of impressions which contained at least one

20、 user interaction.Interactions range from a user expanding a panel,to clicking through a video gallery,or even taking an in-unit quiz.Within the 2023 data for all Finance/Insurance,we found that interactive CTV outperformed other formats for engagement rate.Engagement By Format Type0.40%0.18%0.20%0.

21、00%0.05%0.10%0.15%0.20%0.25%0.30%0.35%0.40%0.45%Interactive CTVInteractive VideoDCO Video2024 Advertising Benchmarks For Finance/InsuranceAverage Reach For Finance/Insurance VideoTotal reach is calculated as the number of unduplicated households that received messaging during a campaign.This metric

22、is de-duplicated,meaning each count is a distinct household.Within the 2023 data for all Finance/Insurance,we found that the average reach was much lower for the vertical compared to the total global average.20.16%8.44%Finance/Insurance Average ReachGlobal Average ReachReach By Market2024 Advertisin

23、g Benchmarks For Finance/InsuranceAverage Frequency For Finance/InsuranceFrequency is the average number of times a single household was exposed to messaging during the campaign.This is calculated as Impressions divided by Total Reach.Within the 2023 data for all Finance/Insurance,we found that the

24、average frequency was higher for the vertical when compared against the total global average.7.42Average Global FrequencyFinance/Insurance Global Frequency8.73Frequency By Market2024 Advertising Benchmarks For Finance/InsuranceA premier financial planning company wanted to run a CTV campaign to driv

25、e consumers who were in-market for personal financial services to visit their website and take action.The advertiser was relatively new to CTV,and Compulse needed to deliver ongoing proof of performance to give the advertiser confidence to commit to in-flight spend increments and future campaigns.Go

26、alApproachResultsCase StudyCompulse Optimizations Deliver Spike In CTV Campaign Outcomes For Financial Services AdvertiserCompulse offers its advertisers a high-touch managed service where the Compulse team reviews campaign performance on a daily basis and makes any required optimizations to ensure

27、delivery against the advertisers goals.As part of this service,Compulse uses InnovidXP to help track real time campaign outcomes and quickly assess the impact of in-flight optimizations and incremental spend.Compulse set up relevant KPIs for the advertiser in the platform to track campaign-driven ac

28、tions on specific target pages on the advertisers website,such as completing and submitting a specific form.*Results for global project management software client in H2 2022.In Website Activity From Adjusted Messaging76%IncreaseIn Campaign KPIPerformance241%LiftIn Website Activity From Adjusted Audi

29、ence Targeting73%Increase2024 Advertising Benchmarks For Finance/InsuranceMethodologyStandard Video:A standard promotional video message that plays before the content the user has selected,also known as pre-roll video.Standard Display:A standard promotional banner served across digital inventory.Dyn

30、amic Display:A form of advertising technology that uses data to inform and optimize creative elements and messages such as copy,pictures,backgrounds,video,animation,and interactive elements in banner ads.Dynamic Video:A form of advertising technology that uses data to inform and optimize creative el

31、ements and messages such as copy,pictures,backgrounds,video,animation,and interactive elements in video ads.Interactive Video:An Interactive experience such as an overlay,branded canvas,or expanded unit that runs across desktop and mobile devices.Interactive CTV:An Interactive and/or Dynamic TV expe

32、rience such as an overlay,branded canvas,or expand unit that runs across connected TV.Reach:The number of unduplicated households that received messaging during a campaign.Frequency:The average number of times a single household was exposed to messaging during a campaign.Advanced Creative:Premium ad

33、 formats that include Dynamic and/or Interactive components.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

34、 Stick).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 platforms to compile the most complete picture of video advertising available in terms of benchmarks and

35、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.Key Terms To KnowInnovid(NYSE:CTV)powers advertising delivery,personalization,and measurement across connected TV,linear,and

36、 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 investment across channels,platforms,screens,and devices.Innovid is an independ

37、ent 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.About InnovidMet

38、hodologyFor 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 platforms 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.To learn more,visit Follow uson social mediaGet in touch!