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1、2024 Advertising Insights ReportFor Retail2024 Advertising Benchmarks For RetailThe 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 wi

2、ll 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 between Ja

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

4、ions AnalyzedNAMLATAMAPACEMEACTV14%Desktop30%Mobile56%vAmong Retail advertisers,CTVs share of impressions has grown by 70%since 20192024 Advertising Benchmarks For RetailClick-Through RateEvaluate the impact that ad length,device,and creative format have on click-through rate.Data Featured In This R

5、eport135Engagement 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 acro

6、ss 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 Retail78.30%86.30%89.70%90.00%72.00%74.00%76.00%78.00%80.00%82.00%84.00%86.00%88

7、.00%90.00%92.00%Less Than 10153060Completion 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

8、data for Retail,we found that 60-second videos performed best among standard videos in terms of completion rate.Completion Rate By Video Length2024 Advertising Benchmarks For RetailCompletion Rate By Standard Video Device TypeCompletion Rate,or VCR,is calculated by dividing the total number of impre

9、ssions 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 Retail,it was no surprise that CTV performed best among device types in terms of completion rate because most inventory is unskippable.Complet

10、ion Rate By Device69.56%74.74%94.05%74.50%72.30%96.90%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 Retail90.50%74.41%89.44%87.14%0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.

11、00%100.00%Interactive 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 nu

12、mber of impressions which reached 100%completion and is often considered to be the core metric for video performance.Within the 2023 data for Retail,we found that interactive CTV performed best among format types in terms of completion.Completion Rate By Format Type 2024 Advertising Benchmarks For R

13、etailClick-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 Retail,we found that less than 10-second videos

14、 outperformed other standard videos in terms of CTR.0.23%0.17%0.20%0.04%0.00%0.05%0.10%0.15%0.20%0.25%Less Than 10153060CTR By Video Length2024 Advertising Benchmarks For RetailClick-Through Rate By Standard Video Device TypeClick-Through Rate,or CTR,is calculated by dividing the total number of imp

15、ressions by the number of ad impressions that resulted in a click-through to an external new web page.Within the 2023 data for Retail,we found that mobile performed better than mobile devices in terms of CTR.CTR By Device0.46%0.35%0.48%0.32%0.00%0.10%0.20%0.30%0.40%0.50%0.60%0.70%0.80%0.90%1.00%Mobi

16、leDesktopVertical CTRGlobal CTR2024 Advertising Benchmarks For Retail0.48%0.12%0.11%0.18%0.18%0.00%0.10%0.20%0.30%0.40%0.50%0.60%Interactive VideoDCO VideoDCO DisplayStandard VideoStandard DisplayClick-Through Rate By FormatClick-Through Rate,or CTR,is calculated by dividing the total number of impr

17、essions by the number of ad impressions that resulted in a click-through to an external new web page.Within the 2023 data for Retail,we found that interactive video massively outperformed other formats in terms of CTR.Smart TVs and connected devices currently do not offer the option to click-through

18、,so interactive CTV was not included in CTR evaluation.CTR By Format Type2024 Advertising Benchmarks For Retail*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 tota

19、l 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 in-unit quiz.Within the 2023 data for all Retail,we found that interactive video outperformed othe

20、r formats for engagement rate.Engagement By Format Type0.37%0.43%0.12%0.00%0.05%0.10%0.15%0.20%0.25%0.30%0.35%0.40%0.45%0.50%Interactive CTVInteractive VideoDCO Video2024 Advertising Benchmarks For RetailAverage Reach For RetailTotal reach is calculated as the number of unduplicated households that

21、received messaging during a campaign.This metric is de-duplicated,meaning each count is a distinct household.Within the 2023 data for all Retail,we found that the average reach was much lower for the vertical compared to the total global average.20.16%9.95%Retail Average ReachGlobal Average ReachRea

22、ch By Market2024 Advertising Benchmarks For RetailAverage Frequency For RetailFrequency 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 Retail,we found that the averag

23、e frequency was slightly lower for the vertical when compared against the total global average.7.42Average Global FrequencyRetail Global Frequency7.17Frequency By Market2024 Advertising Benchmarks For RetailFor European Retailer,Haix,eCommerce is a strategic sales channel.As such,the primary goal of

24、 their TV campaigns is to drive responses and ultimately sales.GoalApproachCase StudyHaix Optimizes TV Campaigns With InnovidXPTo Increase eCommerce VisitsLeveraging InnovidXP,Haix measured their TV campaigns immediate and longer-term impact on website traffic in the German market.The always-on anal

25、ytics provided Haix with the ability to leverage granular performance data for campaign insights,and as a result,Haix increased TV spot inventory by 78%year-over-year,and through campaign optimizations,improved their ROI by 55%.ResultsIn Longer Term VisitsIn ROI55%ImprovementIn Immediate Visits+37%I

26、ncrease+24%IncreaseIn TV Spot Inventory+78%Increase2024 Advertising Benchmarks For RetailMethodologyStandard 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 digita

27、l inventory.Dynamic 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 optim

28、ize creative elements 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

29、Dynamic TV experience 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 Crea

30、tive:Premium ad 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

31、 TV,Amazon Fire 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

32、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.Key Terms To KnowInnovid(NYSE:CTV)powers advertising delivery,personalization,and measurement across connecte

33、d 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 advertising investment across channels,platforms,screens,and devices.Innovid

34、 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.A

35、bout InnovidMethodologyFor 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!