Shifting Gears: Global CTV & Creative Insights
A snapshot into automotive advertisers' media & creative strategies
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For an industry with a long sales cycle – with hundreds (if not thousands) of advertising interactions across media channels – automotive advertisers have had to rethink the ways they reach and engage with consumers in a fragmented video landscape.
To get a snapshot into how automotive advertisers are adapting creative and media strategies today, Innovid analyzed 30+ billion video ad impressions served on our platform between Jan. 1-Dec. 31, 2022.
Looking at CTV, mobile, and desktop devices, the report compiles global video advertising insights for automotive brands, and offers an important look into how the industry is reaching, engaging, and “driving” action among diverse audiences across platforms. Here’s just a snapshot of the report findings:
Key High-Level Findings:
68%
CTV accounted for the greatest share of video impressions, an increase of 100% vs. 2019
50%
increase in impressions devoted to interactive CTV ad campaigns, representing the industry’s ongoing use of advanced creatives
30
second ads reign supreme when it came to engagement, but all creative lengths had strong completion rates