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1、2024 Advertising Insights ReportFor CPG2024 Advertising Benchmarks For CPGThe 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 dollars will mov

2、e 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 between Jan.1-De

3、c.31,2023.We have an unprecedented view into streaming viewership and our data can help CPG advertisers understand how to connect,engage,and drive outcomes in a media world dominated by CTV.Introduction2024 Advertising Benchmarks For CPGvCPG Video Impression Share By DeviceOverviewRegions AnalyzedNA

4、MLATAMAPACEMEACTV11%Desktop40%Mobile49%vAmong CPG advertisers,CTVs share of impressionshas grown by 58%since 20192024 Advertising Benchmarks For CPGClick-Through RateEvaluate the impact that ad length,device,and creative format have on click-through rate.Data Featured In This Report135Engagement Rat

5、eDive 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 video impressio

6、ns 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 CPG84.00%79.60%93.10%15.80%24.50%23.60%0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%100.

7、00%Less Than 1015304560Over 75Completion 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

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

9、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 CPG,it was no surprise that CTV performed best among device types in terms of completion rate because most inventory is unskippable.Completion Rate By D

10、evice69.56%74.74%94.05%73.50%76.70%93.90%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 CPG90.58%59.58%71.14%84.22%0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%100.00%Intera

11、ctive CTVInteractive VideoDCO VideoStandard 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 impressi

12、ons which reached 100%completion and is often considered to be the core metric for video performance.Within the 2023 data for CPG,it was no surprise that interactive CTV performed best among format types in terms of completion rate because most inventory is unskippable.Completion Rate By Format Type

13、 2024 Advertising Benchmarks For CPGClick-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 impressions that resulted in a click-through to an external new web page.Within the 2023 data for CPG,we found tha

14、t 15-second videos massively outperformed other standard videos in terms of CTR.0.14%0.36%0.15%0.09%0.14%0.05%0.00%0.05%0.10%0.15%0.20%0.25%0.30%0.35%0.40%Less Than 1015304560Over 75CTR By Video Length2024 Advertising Benchmarks For CPGClick-Through Rate By Standard Video Device TypeClick-Through Ra

15、te,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 CPG,we found that mobile devices performed better than desktop devices in terms of CTR.CTR By Device0.46%0.35%0.52

16、%0.37%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 CPG0.62%0.31%0.36%0.25%0.11%0.00%0.10%0.20%0.30%0.40%0.50%0.60%0.70%Interactive VideoDCO VideoDCO DisplayStandard VideoStandard DisplayClick-Through Rate By FormatClick-Thr

17、ough 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 CPG,we found that advanced creative outperformed standard experiences in terms of CTR,with interactive vide

18、o leading the pack.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 Benchmarks For CPG*Please note,for the purposes of these verticalized benchmarks,we have excluded choice-base

19、d 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 user interaction.Interactions range from a user expanding a panel,to clicking through a video gallery,or even taking an

20、in-unit quiz.Within the 2023 data for all CPG,we found that interactive video outperformed other formats for engagement rate.Engagement By Format Type0.46%0.60%0.31%0.00%0.10%0.20%0.30%0.40%0.50%0.60%0.70%Interactive CTVInteractive VideoDCO Video2024 Advertising Benchmarks For CPGAverage Reach For C

21、PG VideoTotal reach is calculated as the number of unduplicated households that received messaging during a campaign.This metric is de-duplicated,meaning each count is a distinct household.Within the 2023 data for all CPG,we found that the average reach was higher for the vertical compared to the to

22、tal global average.20.16%25.24%CPG Average ReachGlobal Average ReachReach By Market2024 Advertising Benchmarks For CPGAverage Frequency For CPG VideoFrequency is the average number of times a single household was exposed to messaging during the campaign.This is calculated as Impressions divided by T

23、otal Reach.Within the 2023 data for all CPG,we found that the average frequency was slightly lower for the vertical when compared against the total global average.7.42Average Global FrequencyCPG Global Frequency6.63Frequency By Market2024 Advertising Benchmarks For CPGCase StudyEnergizer wanted to d

24、rive awareness and sales of its 10-and 24-size packs of AA batteries.The advertiser sought to include CTV as part of its larger omnichannel holiday campaign inclusive of Pinterest and display media across Target onsite and premium publisher partners(Bullseye Marketplace)to see how it could drive res

25、ults.GoalApproachResultsSales lift from omnichannel approach to the media mixHigher sales lift YoY from previous holiday campaign12xHigher ROAS than standard CTV format18xHaleon Deploys Personalisation InfrastructureFor Greater Relevance and EfficiencyRelevant targeting was used,including:Contextual

26、 targeting across T for toys,entertainment and electronics categoriesBrand and category search terms to reach the most relevant guests while they browse content on TFirst-party targeting to reach past holiday electronics purchasers,browsers of household essentials category pages and Energizer purcha

27、sesFor the CTV campaign portion,Energizer tested both shoppable and standard CTV formats.The shoppable version incorporated a QR code,powered by Innovid,while the standard version was the video without the QR code.The campaign reached shoppers who purchased Energizer at Target in the last 12 months.

28、7%2024 Advertising Benchmarks For CPGMethodologyStandard 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 te

29、chnology 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 elements and messages such as copy,pict

30、ures,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 experience such as an overlay,branded can

31、vas,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 formats that include Dynamic and/or

32、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 Stick).Innovid analyzed almost 380 b

33、illion 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 reac

34、h 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 digital for the worlds largest brand

35、s.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

36、 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 InnovidMethodologyFor this report,Innovid analy

37、zed 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!