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CTV Accounts for Over Half of Global Video Impression Share

Connected TV (CTV) now accounts for over half (51%) of global video impression share, an increase of 10.9% compared to 2021 – with mobile and desktop steadily declining YoY. That’s according to a new benchmarks report released today by Innovid (NYSE: CTV), an independent advertising platform for the delivery, personalization and measurement of converged TV across linear, CTV and digital.

“In 2019, CTV accounted for just 31% of total impression share by device,” said Dave Helmreich, Chief Commercial Officer at Innovid. “Today, it accounts for over half of all video impressions – and that share is already up another 3 percentage points in Q1 2023. As TV viewership continues to shift towards streaming, the share of CTV impressions will only continue to grow – and this trend is evident as Upfront buys continue to flow towards CTV inventory.”

The report analyzed over 330 billion video advertising impressions globally from advertisers served on Innovid’s platform between Jan. 1 and Dec. 31, 2022, across verticals and devices (CTV, mobile, and desktop) to provide a holistic view of video advertising and the ways in which advertisers are adapting media and creative strategies. Key findings from Innovid’s platform include:

“There is growing pressure on advertisers to justify every dollar by measuring performance and proving a strong return on investment, plus improving relevance with personalization of the creative to drive outcomes,” continued Helmreich. “As the TV market moves towards being 100% digitally enabled, marketers need their tech providers to give them real-time insights and always on intelligence to ensure that they are making the most of their investments across converged television.”

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