2020 has been a tough year but for marketers, there’s a silver lining: CTV. The impact of the COVID-19 pandemic drove massive cord-cutting and resulted in large-scale adoption of CTV. A recent study by Roku highlighted that nearly 60 percent of households reduced, cut, or never subscribed to a linear TV service. In addition, 92 percent were satisfied with cutting the cord. We also observed the massive shift in consumer consumption of digital and streaming video during this tumultuous year in real-time. In Q3 2020, Innovid saw a 55 percent year-over-year increase in CTV ad impressions.
In April of 2020, we launched Innovid IQ to help marketers understand how the global pandemic was impacting advertisers and shifting media budgets. Innovid has recently decided to expand on the success of Innovid IQ and provide the industry with bite-size seasonal reports to advance their knowledge on the shifts in video and CTV. Within this inaugural report, we analyzed over 60 billion impressions served from July 1st through September 30th across desktop, mobile, social media platforms, and connected TV to compile a complete picture of U.S. video advertising.
As advertisers look to stay ahead of the curve, read our complete analysis of the complete U.S. video landscape with our Fall benchmarks report here, and benefit from key findings such as:
- Mobile defends a narrow lead, while CTV wins more impression share.
- Ads with interactive elements clearly produce better engagement.
- CTV boasts the highest completion rates, but PCs surprisingly come in second.
We hope you enjoy this fall edition, and please subscribe for updates on Innovid.com so you never miss a new report.