CTV overtook mobile as the device with the greatest share of global video impressions, with 46% of video impressions in 2021, up from 40% in 2020; mobile meanwhile declined from 43% to 39%, according to Innovid’s Global Benchmarks Report.
The report notes that a recent expansion in CTV viewership during the pandemic has been followed by advertisers, who spent $14.4bn on CTV ads in the US alone.
Of CTV ads, programmatic video advertising increased from 26% in 2020 to 30% in 2021 and social buying increased from 10% to 13% at the expense of broadcast advertising, which declined 7% from 61% to 54% in the same time period.
The report also noted that there was a 32% year-over-year increase in advertisers running dynamic creative campaigns, with interactive CTV driving engagement and growth.
QR codes usage, for example, is attributed by the report as helping to increase interactive CTV growth. The report notes that QR scan click rate was 0.02% in 2021, which Innovid describes as “impressive QR code engagement” despite seeming “low in comparison to display metrics” as it “reflects high intent and follow-through on the part of the audience”.
The report also noted that shorter ad durations are better at capturing a user’s attention across all devices, as videos under 30 seconds generated completion rates above 80% or higher compared to longer videos which had completion rates of 67%-77%.