Well, February started off with Punxsutawney Phil seeing his shadow and a major winter storm hitting the Northeast. While we may have 6 more weeks of winter, we've also got new January Innovid iQ data and some great key takeaways to keep us warm. Innovid remains committed to helping brands navigate today’s video ecosystem in the midst of a converging TV landscape.
As we predicted, the meteoric rise of CTV has continued into 2021 as marketers strive to understand how CTV can achieve the scale historically found through its traditional counterpart, linear television. January, which seasonally is a quieter advertising investment month, we saw +53% year-over-year impression growth in TV. We also saw a boom in purchases of connected devices this past holiday season and live sports - which have long been the stronghold of linear TV are making the move to streaming as well. We are cautiously optimistic that the next Olympics will proceed and are ready to cheer on our favorite athletes on Peacock (where we're the exclusive 3rd party ad server).
The Innovid iQ data we’ve seen thus far has cemented our POV that programmatic audience-based buying is the norm. We’ve seen a +206% year-over-year impression growth of programmatic CTV over the last 6 months (August 2020 - January 2021). We uncovered programmatic as a publisher type has increased total share by +77% year-over-year. And finally we also saw a +83% year-over-year impression growth over the last 3 months (November 2020 - January 2021) in Pharma. A trend we expect to see continue growing each month in 2021.
And last but not least, retail saw a massive increase in year-over-year total video impression volume in January (+117%). As retailers migrate from linear TV to connected TV, we recorded +170% year-over-year impression growth. Especially impressive given retail has experienced many ups, downs, and a unique holiday season over the past year.