• by Wayne Friedman , March 29, 2019

Connected TV campaigns continue to rise in impressions and usage, thanks to broadcast content.

Innovid, the video advertising platform for marketers and agencies, says 60% of all households will have connected TV in two years, up from 55% now.

Connected TV impressions in 2018 made up 28% of all campaigns monitored by Innovid (rising fro 17% in 2017). When it comes to other digital video, mobile still has the most at 47%, while desktop is at 25%.

In 2018, overall digital video impressions served by demand-side platforms/ad networks were at 37% (down from 39%), with broadcast/pay TV providers at 35% (up from 28%); and non-broadcast/portals at 28% (down from 33%).

Broadcast content continues to produce the best overall advertising metrics. For example, for pre-roll advertising, commercials had a 94.3% completion rate (versus 69% for other content) and a 17% awareness rate (7% of other content).

When it comes to “engagement,” numbers are lower -- a 0.2% rate for both broadcast and other content. Broadcast results are a bit better for click-through interactive messaging -- 1.5%. All other content is at a 1% number.

Mobile does well when it come to short-form ad messaging -- anywhere from six- to 10 seconds long --  where it rose to 11% of impressions in 2018 from 5% in 2017. Social media and programmatic buying are the main drivers.

Innovid says the number of campaigns using data-driven video ads were at 79% in 2018 -- a 32% hike over the previous year.