Driven by the race to attract customers for their expanding 5G networks, telecom advertisers' global video impressions shot up 181% year-over-year in March, with both CTV and mobile impressions "skyrocketing," reports Innovid.
The vertical's total included 239% YoY growth in TV impressions and 149% growth in mobile. Mobile led in share of impressions, with 44%, followed by TV, at 41%.
“As 5G networks are becoming more widespread, telecom advertisers are seizing the opportunity to educate consumers about what’s possible in a 5G-enabled world,” said Stephanie Geno, senior vice president, marketing at Innovid. "Even PC saw triple-digit growth, signaling that telecom advertisers are embracing an omnichannel approach to video.”
Across all categories, video ad impressions grew 45% YoY during March.
TV and mobile grew 45% and 41% YoY, respectively. TV impressions growth was driven by telecom (+239%), auto (+93%), and CPG (+92%). Mobile impression growth was largely driven by the telecom (+149%) and retail (+115%) verticals.
In automotive, total video impressions grew 21%, driven by 93% growth in TV, which accounted for 59% of the category's total impressions. More than half (57%) of automotive impressions were delivered to programmatic publishers in the period.
CPG total video impressions rose 36%, including 92% growth in TV impressions, which comprised 53% of total CPG impressions . Broadcast publishers accounted for 39% of category impressions.
Finance saw total video impressions increase 13%. TV saw the highest growth (35%), but mobile retained the largest share (46%) of category impressions.
Pharma's total video impressions grew 42%. TV showed the highest growth (61%), but here, too, mobile had the highest share (43%) of category impressions. Nearly half (47%) of category impressions were delivered to programmatic publishers.
Retail's total video impressions grew 83%. Mobile impressions saw the highest YoY growth (115%) and total share (44%) of category impressions. Programmatic publishers saw 44% of category impressions delivered.