Innovid, a leader in the creation, delivery, and measurement of advertising, has unveiled its 2024 CTV Advertising Insights Report, offering a comprehensive look into the fast-evolving world of connected TV (CTV). Based on data from hundreds of billions of video ad impressions, this year’s report underscores the unprecedented growth of CTV and identifies key opportunities for advertisers looking to capitalize on this rapidly expanding medium.

As CTV has reached a tipping point, the report highlights that live sports and streaming platforms are redefining how advertisers engage with audiences. The data reveals critical insights that will help advertisers optimize their strategies in the growing CTV landscape.

Pointers:

1. The Reach Gap: A Major Opportunity for Advertisers

• In 2024, CTV campaigns reached an average of 19.64% of U.S. households, with a frequency of 7.09.

• This gap between ad investment and viewership signals a massive opportunity for brands to expand their reach and improve the effectiveness of their campaigns.

• As CTV continues to grow, optimizing reach will be essential for advertisers aiming to maximize engagement and ROI.

2. Interactivity Drives Engagement and Shoppable Ads

• Interactive CTV ads, such as product galleries, overlays, and QR codes, generated 71 seconds of additional viewer time on average compared to standard pre-roll ads.

• Notably, QR code usage grew more than 3x year-over-year, indicating that both brands and viewers are embracing shoppable formats that enable direct interaction with ads.

• This shift towards interactive and immersive advertising presents a valuable opportunity for brands to engage viewers in more meaningful ways.

3. Oversaturation Risks in High-Investment CTV Campaigns

• While the average frequency of CTV ads in 2024 was 7, high-investment campaigns with over 200 million impressions saw this number rise to 10+.

• As CTV advertising spend increases, managing frequency is becoming mission-critical to avoid ad fatigue and oversaturation.

• Emerging technologies now allow brands to optimize frequency control, shifting budgets away from overexposed households to untapped audiences, improving campaign efficiency.

4. The Growing Role of Live-Streamed Events

• Live sports, once a stronghold of linear TV, have now found a massive audience in live-streaming formats, further driving CTV's growth.

• This transition opens up significant opportunities for brands to advertise in real-time, leveraging the dynamic nature of live events for greater engagement.

Innovid’s 2024 CTV Advertising Insights Report paints a picture of a CTV advertising landscape that is rapidly evolving and filled with opportunities. The explosion of interactive and shoppable ads, coupled with the rise of live-streamed events, signifies a new era of advertising sophistication and scale. By embracing smarter frequency control, interactive formats, and real-time optimization, advertisers can unlock significant value in their CTV strategies. As the market grows, both advertisers and publishers have powerful tools to drive engagement, improve efficiency, and deliver better outcomes for their audiences.