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To truly understand how connected television (CTV) advertising trends evolved during a year of inventory shortages and diminished brand loyalty, Innovid analyzed over 103 billion CTV ad impressions from January to December of 2021. Researchers also looked at the performance of advanced video formats to inform an in-depth analysis of CTV advertising and gain CPG-specific benchmarks and insights.It’s official: CTV is now the leading channel for CPG advertising. In response, more advertisers are relying on dynamic creatives to create superior experiences that truly engage consumers. Part of that is prioritizing the balance of reach and frequency, which revealed plentiful opportunities for advertisers to be seen on CTV.In this report, you’ll learn more about the current state of CPG brands on CTV, including how it stacks up to other channels, how CTV’s formats perform, and more.Download Innovid’s CPG on CTV report today to gain insights to guide your dynamic creative campaigns, approach to performance measurement, and optimization techniques.
Key High-Level Findings:
52%
CTV impression share among CPG advertisers–beating mobile and desktop, making it the leading channel.
53%
of CPG CTV advertisers ran some type of advanced creative.
12%
of CTV homes reached through CPG CTV ads, signaling there's still plenty of room for growth.