Connected TV Impressions Skyrocketed Last Year, as Data-Driven Video Campaigns Surged

Innovid study provides glimpse into the industry

Innovid publishes the report annually. Getty Images

More advertisers are running video campaigns fueled by data, and connected TV impressions continue to surge, according to a new study from online video marketing platform Innovid.

The annual global video benchmarks study included thousands of video campaigns and billions of impressions across hundreds of global brands.

According to the study, 2017 saw a 58 percent increase in advertisers running data-driven videos, which in turn resulted in a 63 percent lift in engagement.

Innovid president Beth-Ann Eason said now is a perfect time for consumers to show advertisers what they want their experience to look like. As a result, those experiences are more “interactive, more engaging, more relevant” than ever before, she said.

Connected TV impressions increased by 178 percent year over year, according to the study. Advertisers that ran their campaigns over CTV increased by 30 percent, and more than half of all impressions among broadcast publishers were served to CTV devices.

Overall, the engagement rate in CTV campaigns in 2017 was 14.7 percent.

“Consumers are at the forefront of that,” Eason said. “They’re voting with their devices, they’re choosing CTV as their video watching venue of choice, quickly eclipsing desktop.”

The study also showed that the distribution of mobile impressions overtook that of personal computers in 2017.

“I think it’s an incredible moment of transformation for the industry,” Eason said. “I couldn’t be more excited.”

@SaraJerde Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.