CTV, Video Ad Impressions: Which Lengths Drive The Highest CTR, Engagement?

Connected TV (CTV) accounted for 40% of all video impressions served on Innovid’s platform, up from 31% the year prior. Global CTV impressions saw a 60% YoY increase.

Innovid, which supports omni-channel advertising and analytics for television, today released its Global Omni-Channel Benchmarks Report that analyzes nearly 250 billion video and display advertising impressions served on the company’s platform in 2020.

Video works, but there is an optimal length for ads -- a time that attracts the most engagement and click-through rates. That time frame is between 15 seconds and 30 seconds.

Innovid notes that on mobile and PC, the majority of impressions were from 15-second videos, while 22% of mobile video impressions were even shorter, clocking in at under 10 seconds. CTV saw a near-even split between 15 seconds and 30-second formats. Video completion rates remained high across all formats for CTV.

The report found that 15-second video ads had a click-through rate of 0.5% and a 77.4% video completion rate, with 15% YoY impression growth. Thirty-second video ads had a click-through rate of 0.5% and a 81.6% video completion rate, with 25% YoY impression growth. The 60-second video ad had a click-through rate of 0.4% and a 65.9% video completion rate, with a whopping 104% YoY impression growth.

The data shows that global CTV impressions saw a 60% year-on-year (Y0Y) increase. North America at 42% and Latin America at 15% led impression-share growth. Mobile hung on to its top position, with 43% of global video impressions and 68% of global display impressions.

Global PC impressions continue to dip, resulting in a 16% share of global video impressions and a 32% share of global display impressions. The share of global video impressions fell to 16%, marking a 23% year-over-year decline. Many countries have been focusing on mobile devices and services, and ownership of desktops and laps has declined as a result.

PC remains an important omnichannel marketing strategy, despite the decline.  In the U.S., internet time spent on PCs rose 7.5% in 2020, and data shows that PCs gained share in the second-quarter display ad impressions, while lockdowns were enforced.

Across all video impressions, those served via programmatic publishers saw a 54% year-over-year increase. Programmatic impressions served to CTV rose by more than 200% year-over-year.

In March, Innovid in March saw more advertisers swap creative across all formats. In the first half of 2020, Innovid recorded a 100% growth in dynamic creative video impressions. Brands leaned on dynamic creative to remain nimble and update messages as situations changed.

Retail, auto, and consumer product goods were the top verticals in leveraging advanced creative last year.

Advanced creative video formats generated a 309% lift in engagement and an average of 34 additional seconds earned.

For display, dynamic creative generated a 37% lift in click-through rates compared with standard display, a number that jumped to 82% on mobile devices.

Next story loading loading..