Based on a recent global video report, video marketing platform Innovid says connected TV in 2018 is now at a 27% share of all digital video impressions to date, up from 20% in 2017 and 13% in 2016.
Mobile platforms are at a 45% share -- up from 42% in 2017 and 2016. Desk digital video consumption is at 28% -- down from 32% (2017) and 45% (2016).
Innovid found a 30% increase in the number of advertisers running messaging on connected TV platforms in 2016 versus 2017.
In working with 21st Century Fox’ true[X] unit on “choice-based” advertising -- letting viewers choose between one interactive ad or watching multiple ads in the manner of a traditional commercial break -- Innovid says the results showed strong results for marketers.
Looking at over 100 marketers that used choice-based ad units nearly 60% of viewers opted to complete “the engagement” of the ad. In addition, viewers spent more time with the ad -- beyond the required time limit.
On Roku connected TV devices, the percentage was 151% higher; with Apple TV, 93%, and smart TV, 37%.