Innovid – a CTV ad delivery and measurement platform – revealed that, in 2021, CTV surpassed mobile as the device commanding the greatest share of global video impressions. According to the company, 46% of all video impressions came from connected TVs, up from 40% in the previous year. In contrast, the share of video impressions on mobile declined from 43% to 39% in the same period.
Innovid analysed 286 billion video and display advertising impressions across devices served on Innovid’s platform between January 1 and December 31, 2021. Independent researchers looked across mobile, desktop, CTV devices, and social platforms to “compile a complete picture of video advertising benchmarks and insights globally.”
Innovid reports that North America was the region with the largest share of video impressions on CTV (48%), followed by EMEA and LATAM with 22% each, and APAC with 11%. According to the company, U.S. CTV campaigns reached just over 9% on average of the 95 million households Innovid serves. The company says this highlights “ a massive runway for advertisers when it comes to CTV reach.”
The company also revealed that there was a 32% year-on-year rise in advertiser running dynamic creative campaign which “generated stronger engagement compared to those that ran standard pre-roll creative.” Advertisers deploying advanced creative experienced a 47 second rise of viewing time on their ads in 2021, up from 34 second in the previous year, while interactive CTV ads saw a rise of 72 seconds
Jessica Hogue, GM, Measurement & Industries at Innovid, said: “CTV devices are now the most dominant platform for video ad impressions. As more consumers have transitioned to streaming, advertisers are shifting spend to the channel, and we expect that trend to continue with mobile and desktop losing more market share.”