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CTV & Creative: What We Learned Analyzing +330B Global Video Ad Impressions


Powering ad delivery, personalization, and measurement for the world’s largest brands, Innovid sits on a ton of data. To put it another way, we collect approximately 6 billion data points from over 1 billion ads each day. That’s the equivalent of 300 years of video content daily! 

Of course with great (data) power, comes great (data) responsibility. That’s why we regularly aggregate and analyze data to provide the industry with valuable insights into how advertisers are adapting media and creative strategies to reach diverse audiences across platforms and screens. 

In our latest report – Global CTV & Creative Insights – we analyzed more than 330 billion video ad impressions, served on our platform between Jan. 1-Dec. 31, 2022. We looked across CTV, mobile, and desktop devices to compile a snapshot of global video advertising insights and a view into how marketers are adapting media and creative strategies for a market that is ever in flux. 

So, what did we learn from all that data? Here are some highlights: 

  • CTV secured the impression leadership: With 51%, CTV accounted for the greatest share of global video impressions, an increase of 10.9% compared to 2021. At 36%, mobile represented the next largest impression share, but has seen a steady decline since 2019. Desktop also slid to 13% in 2022 vs. 15% in 2021. 

  • Interactive Video Works: The use of interactive CTV saw a 15% increase in campaigns and 17% more advertisers running them. And that growth makes sense when you realize that choice- and non-choice-based formats generated a +600% lift in engagement over standard pre-roll video, with non-choice-based ads accounting for a 17% lift. They also generated 92 seconds of additional time earned on top of time spent watching pre-roll. 

  • Short & Sweet Ads Perform: When it comes to CTV, 15- and 30-second ads had strong completion rates of 94.5% and 94.1%, respectively. For mobile and desktop, click-through rates were the highest for 15- and 30-second ads, with video completion dropping for ad durations longer than 30 seconds. 

  • Unified Measurement Connects the Dots: Within the report, case studies, spanning CPG, retail, and automotive, show how advertisers are “connecting the dots” across linear, CTV,  and digital through a unified, independent view of campaigns and actionable reach and performance insights.

Ready for more? Download the report to access all of these insights, case studies, and more!