According to an annual study released today by Innovid, connected TVs have continued to grow viewership and logo attention in 2021, surpassing the current mobile champion on the platform with more video ad impressions than any other. And the top three online video streaming platforms – mobile, CTV and desktop – continued to grow across industries.
“For us, this means that a few years ago, CTV was an emerging and developing channel,” said Jessica Hogue, general manager of measurement and industries at Innovid. advertisers and brands pay attention. »
New York-based Innovid, which describes itself as an “independent advertising platform. . . for converged television,” has produced an annual benchmark report over the past decade, tracking video advertising trends around the world.
In 2021, international connected TVs garnered 46% of all video ad impressions, up from 40% in 2020, when the pandemic outbreak and lockdown first accelerated the switch to smart TVs.
The industry has skyrocketed rapidly, having gained just 17% of impressions in 2017, Hogue said. Advertisers are tracking eyeballs, shifting spending from legacy media platforms, such as streaming, to CTV.
“I don’t have enough knowledge to know where we think this will play out,” Hogue said. “Certainly, if you take a look at the last five years, Array. . . it’s fair to say there’s an upward trajectory to follow. “
According to the study, the change has led to expansion on all 3 platforms, however, connected TVs have more than double the rate of the other two, according to Innovid.
Each vertical also grew, led by a booming industry, where 63% of video ad impressions were directed to CTV. Other major sectors included automotive (60% share), quick-service restaurants (58%), customer packaged goods (52%) and retail (51%).
According to Innovid, mobile ad impressions have a market share of more than 43% to 39%. Classified computer video ads got the remaining modest percentage of impressions.
The shift to Smart TV platforms was at its peak in North America, with 48% of impressions on CTV. EMEA and Latin America had around 22% of CTV impressions, and asia Pacific markets dominated by mobile only had an 11% share.
Purchased classified ad types are also evolving, with nearly a third of CTV’s classified classified ads now “dynamic artistic campaigns” that enable extended interactive experiences, such as video or photo galleries, that allow the audience to drill down into data about a product or service.
According to the study, those campaigns offer an average of 47 seconds of additional viewing time, or 72 seconds in total, versus the 25 seconds spent on a classic pre-roll video ad.
“Maybe it doesn’t seem like much, but think about it this way,” Hogue said of the difference. “The finite resource we have is our time. Advertisers spend more time with customers. The ability to get them to spend more time with a logo is what we’re talking about.
The method of Innovid’s Global Benchmarks report referred to the analysis of 286 billion video ad impressions on the company’s platform in 2021, as well as the analysis of traffic on mobile, desktop, CTV and social platforms.