1、2024 Advertising Insights ReportFor Pharma2024 Advertising Insights Report For PharmaThe 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 dolla

2、rs 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 betwe

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

4、verviewRegions AnalyzedNAMLATAMAPACEMEACTV18%Desktop37%Mobile45%vAmong Pharma advertisers,CTVs share of impressionshas grown by 36%since 20192024 Advertising Insights Report For PharmaClick-Through RateEvaluate the impact that ad length,device,and creative format have on click-through rate.Data Feat

5、ured 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 have on video completion rate.42Average ReachCompare the average r

6、each 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 Insights Report For Pharma81.20%80.50%83.70%63.50%72.40%61.30%0.00%10.00%20.00%30

7、.00%40.00%50.00%60.00%70.00%80.00%90.00%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 v

8、ideo performance.Within the 2023 data for Pharma,we found that 30-second videos performed best among standard videos in terms of completion rate.Completion Rate By Video Length2024 Advertising Insights Report For PharmaCompletion Rate By Standard Video Device TypeCompletion Rate,or VCR,is calculated

9、 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 Pharma,it was no surprise that CTV performed best among device types in terms of completion rate because

10、 most inventory is unskippable.Completion Rate By Device69.56%74.74%94.05%61.90%67.50%91.00%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 Insights Report For Pharma95.70%60.70%76.80%0.00%20.00%40.00%60

11、.00%80.00%100.00%120.00%Interactive CTVInteractive 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 t

12、he number of impressions which reached 100%completion and is often considered to be the core metric for video performance.Within the 2023 data for Pharma,it was no surprise that interactive CTV performed best among format types in terms of completion rate because most inventory is unskippable.Comple

13、tion Rate By Format Type 2024 Advertising Insights Report For PharmaClick-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 th

14、e 2023 data for Pharma,we found that 30-second videos massively outperformed other standard videos in terms of CTR.0.07%0.15%0.38%0.10%0.13%0.15%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 Insights Report For PharmaClick-Through Rate By

15、 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 2023 data for Pharma,we found that mobile devices performed better than desktop devic

16、es in terms of CTR.CTR By Device0.46%0.35%0.35%0.32%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 Insights Report For Pharma0.23%0.18%0.00%0.05%0.10%0.15%0.20%0.25%Interactive VideoStandard VideoClick-Through Rate By FormatClick-Through Ra

17、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 Pharma,we found that interactive videos outperformed standard videos in terms of CTR.Smart TVs and connected devic

18、es currently do not offer the option to click-through,so interactive CTV was not included in CTR evaluation.CTR By Format Type2024 Advertising Insights Report For Pharma*Please note,for the purposes of these verticalized benchmarks,we have excluded choice-based Interactive CTV data.Engagement Rate B

19、y 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 in-unit quiz.Within the 2023 data for al

20、l Pharma,we found that interactive CTV outperformed other formats for engagement rate.Engagement By Format Type0.89%0.47%0.00%0.10%0.20%0.30%0.40%0.50%0.60%0.70%0.80%0.90%1.00%Interactive CTVInteractive Video2024 Advertising Insights Report For PharmaAverage Reach For Pharma VideoTotal reach is calc

21、ulated 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 Pharma,we found that the average reach was lower for the vertical compared to the total global average.20.16%

22、15.75%Pharma Average ReachGlobal Average ReachReach By Market2024 Advertising Insights Report For PharmaAverage Frequency For Pharma 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.

23、Within the 2023 data for all Pharma,we found that the average frequency was lower for the vertical when compared against the total global average.7.42Average Global FrequencyPharma Global Frequency5.05Frequency By Market2024 Annual Benchmarks For PharmaCase StudyThe team at Haleon wanted to leverage

24、 dynamic creative optimisation(DCO)technology to drive deeper personal connections and scale those ad experiences across video and display.They identified Voltarens different audience profiles as a prime opportunity to match segmentation with relevant messaging in a quick,replicable fashion.GoalAppr

25、oachTrainings were coordinated across teams to gain alignment on timelines,roles,and responsibilities.Innovids Composer Suite was used as a conduit to the design tools the team was already using.After 5 base frameworks were created,Innovids rendering engine went to work,building 343 unique creative

26、versions in less than an hour.With the help of a publisher macro,Haleons messaging was aligned with audience targeting and deployed across video and display.Align teams regularly with syncs and responsibility mapping when efficiency is the name of the game.This helps reduce time spent waiting betwee

27、n the steps to launch a campaign.Create even more time savings by using Innovids Composer Suite to author and map dynamic creative in the tools designers already know.Strengthen cross-platform insights through the flexibility of DCO.Messaging strategy can be easily tested and honed against a campaig

28、ns performance KPI,then shared across all owned properties.ResultsIn Video Clickthrough Rate(CTR)vs.Brand Benchmarks94%IncreaseBetter CTR on YouTubeFor DCO Video Compared To Standard2.5xImproved Display CTR Through Inflight Optimisations1.6xHaleon Deploys Personalisation InfrastructureFor Greater Re

29、levance and Efficiency2024 Advertising Insights Report For PharmaMethodologyStandard 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 Disp

30、lay: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 elements an

31、d 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 experience su

32、ch 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 formats

33、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 Stick).I

34、nnovid 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

35、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 digital

36、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 independent platf

37、orm 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 InnovidMethodologyF

38、or 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!