In 2021, connected TV (CTV) surpassed mobile as the channel with the greatest share of global video impressions, according to Innovid's latest annual Global Benchmarks Report.
CTV generated nearly half (46%) of all video impressions, up from 40% in 2020, as mobile impressions declined from 43% to 39%.
"As more …
Karlene, some of the data presented by Innovid raises questions. For example, they say that the average ad campaign on CTV reached only 9.2% of the CTV homes measured and even the larger efforts---those with 100 million + impressions reached 36%. However in the last chart they say that campaigns using 10 or more publishers had an average "unique" reach of 82% while those using five or less publishers reached 94%. It sounds like they aren't using the same metrics for both sets of "reach" data.
It is interesting that Global CTV has a 46% share and NAM has 48% while the other three regions are between 11% and 22% share.
What that is saying to me is that NAM is basically the Global CTV market at this stage.