Report Includes Findings from Roundel’s Target Shopper Survey & Innovid’s CPG Advertising Benchmarks

• Innovid, a leading software platform for advertising across connected TV (CTV), linear TV, and digital, released "CTV x Commerce 2024: Data-Driven Insights to Reach Shoppers with CTV Advertising."
• The report is a collaboration with Target’s retail media network, Roundel, and examines shopper behaviors and advertising trends amid streaming growth.

1. Survey Insights

• Conducted in February 2024 with 2,876 Target guests.
• Examines how shoppers watch and stream content.
• Highlights CTV purchase preferences and interactions with advertising.

2. Video Advertising Impressions Analysis

• Includes billions of impressions from CPG advertisers on Innovid’s platform in 2023.
• Provides a global view of evolving media and creative strategies.

3. Key Findings

• Shoppers as Active Streamers:
  • 91% of Target guests subscribe to streaming services.
  • Average streaming time is 22 hours per week, a 40% increase from the previous year.
  • 57% use ad-supported services, with significant engagement in searching items (49%) and scanning QR codes (33%) seen on TV.
• CPG Engagement with CTV:
  • CTV comprises nearly half (49%) of total video impressions for CPGs over the past two years.
  • CPGs have the highest average CTV campaign reach at 25.24%.
  • Interactive ads achieve engagement rates 10x higher than standard video formats.
• Effective Shoppable Ads:
  • Action-oriented CTAs like “Scan to Shop” or “Scan to Add to Cart” drive urgency.
  • Reducing the number of "clicks" to a desired action is crucial.
  • Maximizing QR code screen time enhances interactive campaign success.

4. Strategic Insights

• Advertisers leverage CTV for reaching and engaging consumers with interactive ads.
• CTV drives both awareness and consumer decisions throughout the purchase funnel.
• Shoppable ads are increasingly vital for capitalizing on digital shopping habits.
• Dan Mouradian, SVP of Global Client Solutions at Innovid, emphasizes the powerful role of CTV in driving consumer engagement and decisions.
• CTV's growing importance in advertising strategies is pivotal for influencing shopper behaviors and enabling shoppable experiences.