Innovid: Connected TV Rises, Broadcast Produces Best Overall Ad Metrics https://ift.tt/2Wyhbuk Connected TV campaigns continue to rise in impressions and usage, thanks to broadcast content. Innovid, the video advertising platform for marketers and agencies, says 60% of all households will have connected TV in two years, up from 55% now. Connected TV impressions in 2018 made up 28% of all campaigns monitored by Innovid (rising fro 17% in 2017). When it comes to other digital video, mobile still has most, 47%. Desktop is at 25%. In 2018, overall digital video impressions served by demand-side platforms/ad networks were at 37% (down from 39%); with broadcast/pay TV providers at 35% (up from 28%); and non-broadcast/portals at 28% (down from 33%). Broadcast content continues to produce the best overall advertising metrics. For example, for pre-roll advertising, commercials had 94.3% completion rate (versus 69% for other content); and a 17% awareness rate (7% of other content). When it comes to “engagement,” numbers are lower -- a 0.2% rate for both broadcast and other content. Broadcast does a bit better when it comes to click-through interactive messaging -- 1.5%. All other content is at a 1% number. advertisement advertisement Mobile does well when it come to short-form ad messaging -- anywhere from six- to 10-seconds long -- where it rose to 11% of impressions in 2018 from 5% in 2017. Social media and programmatic buying are the main drivers. Innovid says the number of campaigns using data-driven video ads were at 79% in 2018 -- a 32% hike over the previous year. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH March 29, 2019 at 09:33AM
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