Global Video Ad Impressions Slip As Connected TV Soars

After a four week run-up, global video advertising impressions slipped 8% in the most recent week -- due to lower mobile and PC video usage as well as continued lower overall automotive spend versus the same week a year before.

Innovid, a TV advertising/analytics platform, says video impressions on mobile devices were down 26% and were 20% lower on PC/laptops, for the week of May 24 to May 30.

One major advertising category -- automotive marketers --  is still down year-over-year by a massive 80% in video advertising impressions. Retail volume also is hurting -- down 37% year-over-year video impressions.

Looking at the most recent week, automotive marketers had a small 1% increase week-over-week -- significantly down from the previous two weeks, which witnessed more than 30% increases in growth.

Global video impressions were higher for consumer product goods marketers -- up 59% -- while telecommunications was 18% higher, finance added 11%, and pharmaceuticals were 3% higher.



At the same time, a subset of global video advertising impressions -- connected TV -- was up 36% year-over-year versus the same week a year before.

Versus other sharply declining video platforms, automotive marketers’ CTV media spend has been basically flat, with video impressions down just 2% versus the year before.

CTV accounted for 53% of total impressions delivered for automotive brands during the week of May 24-30.

Programmatic publishers were up 33% in year-over-year video impression volume.

Innovid's iQ platform does analysis of over 195 billion impressions across more than 600 advertisers.

2 comments about "Global Video Ad Impressions Slip As Connected TV Soars".
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  1. Ed Papazian from Media Dynamics Inc, June 4, 2020 at 12:43 p.m.

    Wayne, setting aside questions about whether the data is correct but taking it as is, it's very misleading to use percent change as an indicator of one venue surging---or declining--- relative to another without noting the absolute amount of activity that is taking place. Together, the two paint a more realistic picture and I'm sure that your source has both numbers---even if the absolutes were not included in their handout. For example, one venue may have 75% of the activity and its gain may be only 10% while another has only 10% of the activity and its gain was 25%. In such a case, the larger venue easily outdistanced the smaller---big gainer---in terms of new activity.

  2. Jack Wakshlag from Media Strategy, Research & Analytics replied, June 4, 2020 at 2:12 p.m.

    Exactly right, Ed. These ways of hiding the facts should have died long ago. 

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