《Innovid：2025年智能電視大屏（CTV）廣告洞察報告（英文版）（25頁）.pdf》由會員分享，可在線閱讀，更多相關《Innovid：2025年智能電視大屏（CTV）廣告洞察報告（英文版）（25頁）.pdf（25頁珍藏版）》請在三個皮匠報告上搜索。

1、The CTV advertisinginsights report 2025insights|The CTV advertising insights report 20252Table of contentsKey findingsStreaming offers expanded reachControl over frequency is possibleOutcome metrics matterInteractive ads drive engagementCTV is shoppableDCO drives relevancy at scaleKey takeawaysAbout

2、 us252421-2319-2015-1812-149-1185-7The CTV advertising tipping point3-4|The CTV advertising insights report 2025The CTV advertising tipping pointhas arrivedWhen the history of CTV advertisings early years is written,Netflixs streaming of the Mike Tyson-Jake Paul fight in November 2024 may be viewed

3、as a tipping point.The event drew 108 million viewers.Those numbers are akin to Super Bowl broadcasts and undeniable proof that viewers have embraced watching live sports on streaming.Live events are the last stronghold of linear TV,and that wall is crumbling.Viewers by the hundreds of millions have

4、 shifted to streaming.And advertising opportunities are growing on CTV.As subscription video-on-demand(SVOD)streamers like Disney+and Netflix introduce advertising-based video-on-demand(AVOD)tiers,brands have more CTV outlets than ever to reach unique and growing audiences.And these audiences are de

5、finitely growing:In 2024 Disney reported that its ad-tier subscribers totaled 157 million,while Netflixs had reached 70 million.But there is a viewership vs.spending gap.Eyeballs are moving to CTV,and time spent is increasing but advertiser spending is not trending at the same pace.Last year,U.S.adu

6、lts spent 17.9%of their time spent with media watching CTV,but brands invested only 7.4%of total media spend on CTV advertising,according to eMarketer.|The CTV Advertising Insights Report 20253|The CTV advertising insights report 2025Advertisers should take note of the unique advantages CTV offers t

7、o drive full-funnel performance,such as:Adding incremental unique reach Personalizing messages and engaging viewers with advanced creative Transforming TV into a lower-funnel channel with interactive shoppable formatsMeasuring reach,frequency,and outcomes across the media buyOptimizing campaigns and

8、 creatives in real-time Dont take our word for it,well let the data speak for itself.For this report,Innovid analyzed hundreds of billions of impressions from 2024 to provide a 360-degree picture of CTV and digital video advertising.Brands,agencies,and publishers read on for insights on how CTV adve

9、rtising is poised to transform your world.Source:EMARKETER Connected TV:Share of time spent per day with media by US adults vs.share of total ad spending,2022-2026%of time spent with media and%of total ad spending4|The CTV advertising insights report 20255CTV advertising grows but more investment is

10、 warrantedBrands are increasing their investment in CTV advertising,with CTV impressions rising by 18%in 2024,but that investment trails far behind the time consumers spend on streaming.The time is now to make CTV an integral part of the media mix.New technology enables greater control of reach and

11、frequencyThe average campaign frequency was 7.09 with peaks over 10+and the average campaign reach was just 19.64%across our 95 million CTV households leaving opportunity on the table.Finding the ideal reach and frequency is a reality with new technology.Interactive formats create lean-forward exper

12、iences that engageInteractive formats see an average of 71 seconds of additional time earned over standard pre-roll.And advertisers are taking notice they boosted their use of interactive ads with QR codes by 3.25x with other formats seeing similar boosts.The tale of the tape:key findingsRead on for

13、 a closer look at the insights.|The CTV advertising insights report 2025CTV advertising packs a punchCTV advertising continues to expand.The number of CTV advertising impressions jumped 18%in 2024 compared to the previous year.Because of the growing streaming audience and the powerful creative,measu

14、rement,and optimization advantages CTV offers to brands,this kind of advertising will only continue to increase in the future.Advertisers,its time to get in the ring.CTV11%Desktop35%Mobile54%6Hundreds of Billions Innovid-served video advertising impressions|The CTV advertising insights report 2025Po

15、werful insights into reach,frequency,and outcomesInnovid data provides powerful insight across all the campaigns we serve.At the aggregated level,our data found that across all video ad campaigns:7Because CTV is digital,it offers brands and agencies a massive opportunity to access cross-device,cross

16、-platform insights and leverage technology to optimize against those in real-time.The insights provided in this report offer just a glimpse of CTV advertisings power and the performance it can drive throughout the funnel from building brand awareness to driving granular outcomes.Average frequency pe

17、r campaign was 7.09,remaining essentially flat from 7.42 last year.But beware,larger campaigns saw frequency spikes of 10+CTV enables full-funnelmeasurement and optimizationAverage campaign reach across our universe of 95 million households was 19.64%leaving a whopping 80%of our households untappedC

18、TV is not just an awareness channel.The ability to drive outcomes-based KPIs is real read on to see how PMG&Affinity drove incremental sales|The CTV advertising insights report 2025Streaming offers expanded reachIn 2024,the average CTV campaign reach measured by Innovid was 19.64%of our 95+million C

19、TV households.Think about that stat for a moment.It means that the average campaign fails to reach more than 80%of households and is missing out on a big opportunity.Its another sign that,despite the growth in CTV viewership,brands and agencies arent taking full advantage of the expanding viewership

20、 and reach that CTV offers beyond linear.Household reach based on impression volume200 MM Impressions100 MM-199 MMImpressions40 MM-99 MMImpressions20 MM-39 MMImpressions 19 MMImpressions0%45%40%35%30%25%20%15%10%5%25.01%15.11%7.26%2.01%8 43.20%Household reach|The CTV advertising insights report 2025

21、CTV enables more precise controlof frequencyThe average campaign frequency remained essentially flat in 2024,dipping slightly to 7.09 compared with 7.42 the previous year,according to Innovid data.However,as advertisers start to close the gap between CTV ad spending and viewership,frequency levels a

22、re poised to climb.Larger campaigns of 200 million impressions see average frequency rates of 10 or higher.One key benefit that CTVs digital nature offers advertisers is the capability to manage frequency more precisely.New technologies enable brands and agencies to prevent overexposed households fr

23、om seeing ads again and to shift spending to underexposed households.And this technology can manage frequency not just among specific publishers or DSPs but across the entire media buy empowering advertisers to scale spend without scaling waste.Household average frequencyHousehold average frequency

24、based on impression volume200 MM Impressions100 MM-199 MMImpressions40 MM-99 MMImpressions20 MM-39 MMImpressions 19 MMImpressions10.37.15.77.15.19|The CTV advertising insights report 2025Reach and frequency by verticalAverage reach and frequency vary among vertical industries CTV advertising campaig

25、ns.The reach for vertical ad campaigns is highest for CPG at 28.87%,and frequency is highest for automotive at 12.03.Reach and frequency targets are unique from industry to industry,brand to brand,and budget to budget.Some advertisers need broad reach;others want a very specific niche audience.Whats

26、 true across all brands,agencies,and publishers is that as they get more comfortable with the control offered by CTV,they will be able to take better advantage of the new technologies enabling precise management of both reach and frequency.Vertical marketAverage reachAverage frequencyAuto6.45%12.03C

27、PG28.87%6.38Finance/Insurance13.19%6.16Pharma11.05%4.73QSR4.73%8.69Retail8.08%6.30Technology17.18%6.78Travel/Tourism12.71%4.54U.S.household reach and frequency by vertical10Case study|The CTV Advertising Insights Report 2025For its clients McDonalds of Southern California and the Southern California

28、 Toyota Dealers Association,Davis Elen Advertising used Innovids Harmony Reach&Frequency to redirect budgets to underexposed households and to find high-value impressions at the most cost-efficient bid.Ultimately,Davis Elen boosted incremental reach,optimized cost efficiency,and improved audience ex

29、perience for its clients.Davis Elen Advertising leveragesHarmony Reach&Frequency to maximize efficiency for McDonalds and ToyotaInnovid Harmony is one of the greatest things weve seen come out of the industry in the last few years.It gives advertisers true control over their buys,with equitable data

30、 views that we didnt have before.Drew Olkowski,VP-Media Planning&Analytics|Davis Elen Advertising1135%Average CPM Savings+28%Incremental ReachNote:This is a stand-alone case study separate from this reports analysis of Innovids data set.Read the full case study here|The CTV advertising insights repo

31、rt 202512Measure the outcomes that matter to youWhile CTV and online video are powerful ways to reach the people you care about,they also importantly have unique abilities to engage that audience to drive key outcomes for your business.Outcomes measurement provides customers with valuable performanc

32、e insights across online and offline metrics such as:SalesApp activityQR scans to websiteRegistrationsAnd moreAnd when that measurement is broken out at a granular level against creative,publisher/network,app,device,and platform,it becomes a powerful planning and optimization tool.Case study|The CTV

33、 Advertising Insights Report 2025PMG uses Innovid and Affinity Groupto measure consumer transaction outcomes for a QSR clientBy tying ad exposures directly to in-store transactions and online sales,we uncovered a 55x increase in attributed transactions.Combined with granular reporting,we optimized s

34、trategy mid-flight,delivering incremental value and strengthening our QSR brand partnerships.Mike Treon,Head of CTV&Strategy|PMG1323xMore in attributed revenue4.3%Incremental sales Note:This is a stand-alone case study separate from this reports analysis of Innovids data set.Read the full case study

35、 hereIn addition to measuring reach and frequency,CTV advertising enables brands to measure campaign performance throughout the funnel,tracking key outcomes that can include app activity,QR code scans,purchases and more.In this case,using Innovids consumer transaction outcomes product powered by Aff

36、inity Solutions PMG bridged the gap between a QSR brands ad campaigns and in-store purchases.Using outcomes insights,PMG identified top media partners and improved supply path efficiency for better online and in-store results.55xMore in attributed transactions|The CTV advertising insights report 202

37、514CTV enables full-funnelmeasurement and optimizationAdvanced creative delivers engagement,personalization,and salesBack in the broadcast era,advertisers could reach a wide universe of consumers with TV spots on shows like“M*A*S*H,”“Cheers,”or“60 Minutes,”which garnered massive primetime audiences.

38、As cable rose to prominence,advertisers could deliver more targeted messages on“Hallmark Channel”or“Animal Planet.”Now,television has entered a new era with CTV,which enables personalized,interactive advertising the kind initially enabled on the internet to appear on the biggest screen in the house.

39、Ultimately,the viewership shift to CTV is more than just the simple migration of eyeballs away from linear TV.It also means that brands can leverage new advertising formats that simply arent available on broadcast or cable.Three key advanced creative formats are helping advertisers boost the impact

40、of their campaigns:Interactive adsShoppable adsDynamic creative optimization(DCO)adsRead on for more insight into how these formats are driving powerful results.|The CTV advertising insights report 2025Interactive ads enable lean-forward experiences Linear TV is a lean-back experience.CTV allows for

41、 interactive ad experiences that encourage viewers to lean forward.With interactive CTV ads,advertisers can engage viewers on-screen with remote control-accessed elements like expandable learn-more galleries,add-to-cart buttons,and QR codes,which have an overall scan-rate of 0.02%,with several adver

42、tisers seeing scan rates that approach 2%.Innovids data shows consumers are engaging more with interactive CTV ads,which implies they are growing more comfortable in this lean-forward environment.The engagement rate for non-choice-based ads surged to 0.63%in 2024,an increase of 17%over the previous

43、year.Similarly,the engagement rate for interactive choice-based ads(which require a consumer to view an ad before consuming content)grew to 21.55%,a jump of 3%.CTV Ad Type2023 Engagement Rate2024 Engagement RateInteractive(Non-Choice Based)0.54%0.63%Interactive(Choice Based)20.93%21.55%15|The CTV ad

44、vertising insights report 2025The big screen drives viewer engagementThe biggest screen in the house your beautiful television,of course stands out when it comes to interactive advertising.Interactive CTV ads accounted for an extra 71 seconds of time earned with viewers compared to standard pre-roll

45、.As viewers grow increasingly comfortable engaging with brand messages via their remote or phone,interactive ads on CTV deliver engagement rates that are 2.2x higher than interactive mobile ads and 9.2x higher than interactive desktop ads.Interactive engagement rates and time earned by device and vi

46、deo ad formatAd FormatDeviceEngagement RateAdditional Time EarnedInteractive Mobile0.55%35.95 seconds PC0.13%Interactive DCO Mobile0.32%19.24 seconds PC0.41%Interactive(Non-Choice Based)CTV0.63%76.73 secondsInteractive(Choice Based)21.55%65.31 secondsInteractive (Overall Total)1.20%71.06 seconds1671

47、 SecondsConsumers spend an average of an additional 71 seconds engaging with interactive CTV ads compared with standard pre-roll.|The CTV advertising insights report 2025Interactive ads drive time earnedInteractive CTV video formats generate a 126%lift in engagement over standard pre-roll,according

48、to Innovid data.This figure includes non-choice-based ads,which deliver a lift of 19%,and choice-based ads,which deliver a 3,966%lift.Choice-based ads,which include the video ads you watch to gain access to a program on a streaming platform or Wi-Fi at an airport,are naturally engaging.Advertiser gr

49、owthImpressionsInteractive CTV ads show impression and number of advertisers growthiCTV Ad with QR codeOverlay FormatSurvey FormatGrowth Percentage224.9%100.0%77.9%37.5%44.5%19.0%|The CTV Advertising Insights Report 202517Interactive CTV ads generate a 126%lift over pre-roll videoTogether,choice-bas

50、ed and non-choice-based formats delivered a 126%lift vs.standard pre-roll,with non-choice-based ads accounting for a 19%lift.Case study|The CTV Advertising Insights Report 2025The Innovid team was fantastic at identifying areas where we could scale and maximize efficiency,all while fully compliant w

51、ith industry regulations.Innovids pharma expertise and interactive capabilities delivered game-changing results,like generating an additional 147 seconds of ad time earned on average and achieving a 97.9%completion rate.Beyond this campaign,weve uncovered new opportunities to grow next year with thi

52、s brand and other brands.Its been a true partnership.Brittany Hernandez,Associate Director|CMI1897.9%Video completion rate+147sOf average ad time earned with iCTV vs.standard pre-roll Note:This is a stand-alone case study separate from this reports analysis of Innovids data set.Read the full case st

53、udy here+33%QR code scan rate vs.benchmarksBig pharma brand revitalizes viewer video experiences with interactive creativeCMI Media Group,a leading strategic healthcare marketing agency,and its client,a big pharmaceutical company,wanted to prove that their video campaigns could not only drive awaren

54、ess but also deliver measurable consumer engagement.They also wanted to use existing assets and revitalize them to realize efficiencies.CMI tapped Innovid to provide expertise on using interactivity to refresh the experience and engage consumers while ensuring compliance with stringent industry regu

55、lations.|The CTV advertising insights report 2025Shoppable ads transform TV into a full-funnel mediumShoppable ads enable brands to compress the purchase funnel.Using interactive elements like QR codes,store locators,and add-to-cart buttons,advertisers can drive greater engagement and even sales wit

56、h shoppable CTV advertising.QR codes are often elements of shoppable ads.Innovid data shows that the number of impressions for interactive CTV non-choice based ads with QR codes increased 3.25x last year over 2023 which indicates that brands are becoming more comfortable with this shoppable format.S

57、imilarly,engagement rates for these ads increased 2.76x in the same timeframe which implies that viewers are growing more accustomed to interacting with this type of advertising.19Case study|The CTV Advertising Insights Report 2025202xHigher sales per thousand impressions3xHigher return onad spend(R

58、OAS)Note:This is a stand-alone case study separate from this reports analysis of Innovids data set.Read the full case study here15+MMCampaign impressionsWith Roundel,Targets retail media network,and its shoppable creative format for CTV,Enfamil leaned into a consumer behavior trend:scanning QR codes

59、 while watching TV.Roundel created a campaign that brought together the trusted Enfamil and Target brands.The ads featured two creative approaches with varying CTAs(Scan to Shop or Scan to Add to Cart).Campaign data revealed the effectiveness of shoppable CTV for Enfamil and key insights to carry in

60、to future campaigns,including that guests preferred the Scan to Shop CTA.Enfamil raises awareness and sparks action with shoppable CTV advertising|The CTV advertising insights report 2025Dynamic ads deliver data-driven creative at scaleDynamic ads enable brands to deliver personalized,data-driven cr

61、eative at scale.With dynamic ads,brands can ensure the most effective version of creative is delivered to viewers based on signals such as first-party data,geolocation,weather,and day part.Dynamic advertising performs.For dynamic ads,the additional engagement time earned over standard video is 19.24

62、 seconds.On mobile,the CTR lift for dynamic video is 2x over standard display.And on desktop,the CTR lift for dynamic video is 4.6x over standard display.212xCTR lift of dynamic video on mobile over standard display4.6xCTR lift of dynamic video on desktop over standard displayNote:This is a stand-al

63、one case study separate from this reports analysis of Innovids data set.Read the full Haleon case study hereCase study|The CTV Advertising Insights Report 2025221 MinuteAverage time to adjust and launch data feed update5x FasterAverage time to render creative versionsNote:This is a stand-alone case

64、study separate from this reports analysis of Innovids data set.Read the full case study here600k+Customized creatives on average served per yearGoodway Group accelerates DCOad creation for auto brandsGoodway Group uses Innovids self-service DCO technology to create campaigns and creatives more effic

65、iently and eliminate duplicate work for scaling across video and display.With Innovid,Goodway Group has streamlined campaign efficiency,accelerated turnaround times,and delivered highly customized ads at remarkable speed and scale.Without a dynamic creative solution like Innovid offers,the work we d

66、o would be more time-consuming and costly.We wanted a DCO platform that would give us the ability to design custom templates for the clients needs and bring us operational efficiency.We also wanted a fully self-service option that would cut down on the time of the initial setup,enable a more effecti

67、ve campaign setup process,and have better rendering times for videos.Chris Palantino,Associate Media Director|Goodway Group|The CTV advertising insights report 2025The data is in:short is not necessarily sweetThe conventional wisdom in video and CTV ad duration is the shorter,the better.Our data sho

68、ws thats true to a degree.When it comes to video completion rates,shorter is better.Whether its CTV,mobile video,or desktop video,Video completion rate(VCR)is highest for ads that are 10,15,or 30 seconds.As you can see in the charts,VCR for CTV peaks at 95.84%for 30-second spots.VCR for mobile tops

69、out at 75.15%,and for desktop it apexes at 81.46%both for 10-second spots.When it comes to click-through rate,the story about shorter being better is more complex.Longer mobile and desktop video ads can deliver higher CTR than shorter 15-or 30-second spots.For mobile,the highest CTR is 2.37%for 90-s

70、econd spots.For desktop.the highest CTR is 0.60%for 75-second spots.The takeaway for advertisers:delivering a more complete message sometimes trumps a briefer spot,especially if your ultimate goal is driving engagement.DurationVideo Completion Rate|The CTV advertising insights report 2025About Us In

71、novid is the leading independent ad tech platform,empowering marketers to create,deliver,measure,and optimize ad-supported experiences that people love.Through a global infrastructure that enables cross-platform ad serving,data-driven creative,and measurement,Innovid offers its clients always-on int

72、elligence to optimize advertising investment across channels,platforms,screens,and devices.In 2025,Innovid and Flashtalking merged to create a transparent,scalable alternative to big-tech,walled-gardens,and point solutions across CTV,digital,linear,and social channels.As part of Mediaocean,Innovid is tied into the industrys core ad infrastructure for omnichannel planning,buying,and billing.To learn more,visit or lets talk!25