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Published 21.04.2024
Key Insights from Innovid’s CTV Report
Key Insights from Innovid’s CTV Report
Strategic Takeaway:
Ad Duration Sweet Spot:
15–30 seconds balances completion and engagement, especially on CTV.
CTV dominates CTR and VCR for video advertising.
emphasizing the dominance of CTV and the impact of ad duration on engagement. Below are the key findings.
CTV Leads in Completion RatesCTV Completion Rates (VCR)
Highest across all devices, peaking at 95.92% for 30-second ads, followed by 15-second (93.88%) and ≤10-second (90.4%).
Global Share
CTV accounted for 53% of video ad impressions in 2023, surpassing mobile (35%) and desktop (12%).
30s Ads - the “Sweet spot”.
CTV: 30-second ads average CTR 0.79%.
Desktop: 30-second ads average CTR 0.66%.
Mobile: 30-second ads average CTR 0.68%.
Shorter than 30s ads perform almost as well.
Longer than 30s ads perform almost as well only on CTV, but badly on Desktop and Mobile.
Global Reach
As long as they have a smart TV, you can reach them.
Audience Targeting
We target individuals with high intent, it’s a science, not a gamble.
Dynamic Creative Optimization
Personalized ads for every kind of audience.
Prime Content on Premium Inventory
Prime Inventory is overused, what about Prime Content?
Precision Performance Advertising isn’t just a buzzword - it’s how we deliver measurable results.
What is CTV?
Diving into a new advertising
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