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1、2024 Advertising Insights ReportFor QSR/Restaurants2024 Advertising Benchmarks For QSRThe 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 advertiser doll

2、ars 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 our platform betw

3、een Jan.1-Dec.31,2023.We have an unprecedented view into streaming viewership and our data can help QSR advertisers understand how to connect,engage,and drive outcomes in a media world dominated by CTV.Introduction2024 Advertising Benchmarks For QSRvQSR Video Impression Share By DeviceOverviewRegion

4、s AnalyzedNAMLATAMAPACEMEACTV8%Desktop22%Mobile70%vAmong QSR advertisers,CTVs share of impressionshas grown by 79%since 20192024 Advertising Benchmarks For QSRClick-Through RateEvaluate the impact that ad length,device,and creative format have on click-through rate.Data Featured In This Report135Eng

5、agement 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 have on video completion rate.42Average ReachCompare the average reach seen across all vide

6、o 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 QSR88.90%92.10%93.60%32.20%0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%100.0

7、0%Less Than 10153045Completion 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 is often considered to be the core metric for video performance.Within the 2023 data for QSR,w

8、e found that 30-second videos performed best among standard videos in terms of completion rate.Completion Rate By Video Length2024 Advertising Benchmarks For QSRCompletion Rate By Standard Video Device TypeCompletion Rate,or VCR,is calculated by dividing the total number of impressions by the number

9、 of impressions which reached 100%completion and is often considered to be the core metric for video performance.Within the 2023 data for QSR,it was no surprise that CTV performed best among device types in terms of completion rate because most inventory is unskippable.Completion Rate By Device69.56

10、%74.74%94.05%83.40%83.90%96.30%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 Advertising Benchmarks For QSR87.20%97.60%92.30%82.00%84.00%86.00%88.00%90.00%92.00%94.00%96.00%98.00%100.00%Interactive CTVDCO VideoSta

11、ndard Video*Please note,for the purposes of these verticalized benchmarks,we have excluded choice-based Interactive CTV data.Completion 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 i

12、s often considered to be the core metric for video performance.Within the 2023 data for QSR,we found that DCO video performed best among format types in terms of completion rate.Completion Rate By Format Type 2024 Advertising Benchmarks For QSRClick-Through Rate By Standard Video Ad LengthClick-Thro

13、ugh 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 2023 data for QSR,we found that less than 10-second videos outperformed other standard videos in terms of CTR and that gen

14、erally the shorter the run time,the better the performance.0.20%0.12%0.07%0.04%0.00%0.05%0.10%0.15%0.20%0.25%Less Than 10153045CTR By Video Length2024 Advertising Benchmarks For QSRClick-Through Rate By Standard Video Device TypeClick-Through Rate,or CTR,is calculated by dividing the total number of

15、 impressions by the number of ad impressions that resulted in a click-through to an external new web page.Within the 2023 data for QSR,we found that desktop devices performed better than mobile devices in terms of CTR.CTR By Device0.46%0.35%0.33%0.46%0.00%0.10%0.20%0.30%0.40%0.50%0.60%0.70%0.80%0.90

16、%1.00%MobileDesktopVertical CTRGlobal CTR2024 Advertising Benchmarks For QSR0.20%0.09%0.11%0.00%0.05%0.10%0.15%0.20%0.25%DCO VideoDCO DisplayStandard VideoClick-Through Rate By FormatClick-Through Rate,or CTR,is calculated by dividing the total number of impressions by the number of ad impressions t

17、hat resulted in a click-through to an external new web page.Within the 2023 data for QSR,we found that dynamic creative outperformed standard experiences in terms of CTR,with dynamic video leading the pack.Smart TVs and connected devices currently do not offer the option to click-through,so interact

18、ive CTV was not included in CTR evaluation.CTR By Format Type2024 Advertising Benchmarks For QSR*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 imp

19、ressions by the number of impressions which contained at least one 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 QSR,we found that interactive CTV outperformed other formats for engage

20、ment rate.Engagement By Format Type0.32%0.20%0.00%0.05%0.10%0.15%0.20%0.25%0.30%0.35%Interactive CTVDCO Video2024 Advertising Benchmarks For QSRAverage Reach For QSR VideoTotal reach is calculated as the number of unduplicated households that received messaging during a campaign.This metric is de-du

21、plicated,meaning each count is a distinct household.Within the 2023 data for all QSR,we found that the average reach was much lower for the vertical compared to the total global average.20.16%4.48%QSR Average ReachGlobal Average ReachReach By Market2024 Advertising Benchmarks For QSRAverage Frequenc

22、y For QSR VideoFrequency 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 QSR,we found that the average frequency was slightly higher for the vertical when compared aga

23、inst the total global average.7.42Average Global FrequencyCPG Global Frequency8.46Frequency By Market2024 Advertising Benchmarks For QSRWhen planning for their 2022 measurement strategy,Publicis needed a partner who could provide an independent view of Paneras streaming TV investment.Specifically,th

24、e brand and agency wanted to understand the deduplicated performance to inform their 2022 media investment and optimization opportunities.GoalApproachResultsSteady growth in Unique Household Reachquarter over-quarter across publishersCase StudyPublicis Captures Cost Efficiencies For PaneraWith Innov

25、idXPIn coordination with Publicis,Panera launched in late 2021 across multiple publishers,utilizing Innovid as their ad-serving partner and measurement provider.Throughout the subsequent quarters,the InnovidXP platform provided Panera with always-on access to unbiased reach and frequency reporting.I

26、nitially,both the agency and brand were solely focused on analyzing the reach and frequency that each player within their CTV partner mix could provide.As they gained confidence,Publicis executed numerous inflight optimizations shifting budgets to publishers providing more unique household reach and

27、 lower household frequency.InnovidXPs always-on insights also enabled the team to maximize their OTT investment,pinpointing numerous cost-efficiency optimizations.In Incremental Reach5%IncreaseIn Unique Reach Efficiency13%IncreaseIn Cost Per Unique Reach4%Decrease2024 Advertising Benchmarks For QSRM

28、ethodologyStandard 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.Dynamic Display:A form of advertising technology that uses data to inform and

29、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 elements and messages such as copy,pictures,backgrounds,video,animation,and i

30、nteractive 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 experience such as an overlay,branded canvas,or expand unit that runs across co

31、nnected 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 formats that include Dynamic and/or Interactive components.Connected TV(CT

32、V):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).Innovid analyzed almost 380 billion video advertising impressions s

33、erved 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,researcher

34、s 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 digital for the worlds largest brands.Through a global infrastructure that

35、 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 propr

36、ietary 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 InnovidMethodologyFor this report,Innovid analyzed almost 380 billion video advertisi

37、ng 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!