• by Alex Weprin , June 7, 2018

Data-driven video advertising (DDV) is on the rise, with more marketers seeking out this personalized ad format, according to the annual Global Video Benchmarks Study released by the video marketing platform Innovid.

Innovid’s study found that there was a 58% increase in the number of advertisers running data-driven campaigns in 2017. The study also weighed in on the effectiveness of DDV, finding that those campaigns correlated to a 63% life in engagement when compared to non-DDV campaigns.

The study also examined connected TV advertising (CTV) for the first time. It found a 30% increase in the number of advertisers using CTV campaigns, and that the number of CTV impressions rose by 178% year over year.

"The most exciting part of this annual study is seeing the market trends reveal themselves in our data – and this year it’s certainly evident with the hyper growth of connected TV advertising and the adoption of data-driven video marketing across all screens," says Beth-Ann Eason, president of Innovid. "We always knew a change would come, but we’re seeing it happen now at an unprecedented pace.”