Interactive ad units on Connected TV see a 105% year-over-year growth in impressions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 11, 2020, 3:31 PM UTC

Advertising and analytics platform Innovid’s released its Global Video Benchmarks Report.

The report states that Advanced video ads drove a 355% higher engagement as opposed to standard pre-roll ads. The format is currently used by half of the advertisers worldwide. The data further revealed that geo-targeting and sequential messaging had become the most common personalization strategies.

Connected TV’s have seen a 67% year-over-year increase in the volume of impression share, diverting it away from personal computers (PCs). Interactive ad units on CTV witnessed a 105% of year-over-year impression growth, producing six times higher engagement rate than mobiles.

Traditional, non-broadcast publishers have also preferred CTV, with a 66% year-over-year increase in ad impressions, on streaming devices. Most marketers (57%) seemed partial to 15-seconds ads but CTV advertisers leveraged 15 and 30-seconds ads equally. 

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