Global Video Ad Impressions Slip As Connected TV Soars
- by Wayne Friedman , June 3, 2020
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.
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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.
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.
Exactly right, Ed. These ways of hiding the facts should have died long ago.