By Cinzia Petio
- CTV’s growth has come at the expense of PCs, whose share has fallen from almost half (46 per cent) of all impressions in 2016 to less than a fifth (16 per cent) in 2020.
Connected TV’s (CTV) share of online video impressions has more than doubled since 2017 while mobile’s share has remained stationary, according to the latest data from advertising platform Innovid.
Mobile devices still attract the majority of video impressions, at 43 per cent. However, their share has been static since 2016, oscillating in the 40-50 per cent area.
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CTV, instead, has been growing at a very fast pace: its share of video impressions has reached 40 per cent, quadrupling since 2016 (when it was a modest 8 per cent) and more than doubling since 2017 (17 per cent). This increase in impressions is reflected in the increase in advertising sales, almost doubling last year.
CTV’s growth has come at the expenses of computers, whose share has been declining steadily: from representing almost half (46 per cent) of all impressions in 2016, PCs fell to less than a fifth (16 per cent) in 2020.
North America reports the largest share of CTV impressions (42 per cent), while Latin America (15 per cent share) records one of the quickest rates of growth.
The APAC region is still heavily reliant on mobile (at 81 per cent); the area records the highest levels of live TV content watched on non-TV devices, and this is reflected in the stable growth of CTV ad sales throughout 2020.
Among the many appeals of CTV for marketers is the potential of data-driven audience targeting, and the lowest fraud rates among digital channels if traded through certified vendors. Nonetheless, few marketers feel like they are effective in reaching the right audience. Therefore, it is of paramount importance for marketers to tailor their creative messaging to the screen and level of consumer engagement.
