Connected TV Video Impressions Continue To Climb, Programmatic CTV Activity Rising

Connected TV (CTV) video impressions continue to rise in recent weeks over other digital platforms, as analysts point to more at-home viewing pushing up video usage.

CTV’s 43% share tops mobile video impressions’ 39% share for the week of April 12-18, according to Innovid's new video analytics iQ dashboard, which analyzes digital video/connected TV impressions.

Broadcast publishers account for 82% of CTV impressions.

The dashboard says global retail advertisers have dramatically increased digital video/connected TV video impressions by 145% for the most recent week -- largely due to COVID-19 issues, according to media analysts.

Automotive marketers were 18% higher, and consumer package goods added 15%. Among other CTV categories, financial grew 11%, while telecommunications fell 23% and pharmaceuticals inched up 3%.



Global video impressions by publishers/source show programmatic/DSP sellers have seen a 19% increase in the most recent week.

Social video impressions (from the likes YouTube and Twitch) were up 13%, while broadcast publishers were flat and other digital publishers (such as Huffington Post and Pandora) grew 2%.

The Innovid iQ dashboard data comes from campaigns run across its advertising/analytics platform, with a sample representing one-third of all U.S. video investment.

Innovid analyzes digital video/CTV campaigns that amount to over 195 billion impressions across more than 600 advertisers annually. The Innovid iQ dashboard data is a free service to the advertising industry.

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