Innovid, a leading independent software platform for advertising across connected TV (CTV), linear, and digital mediums, has partnered with Alltold, an innovator in responsible AI, to launch “The State of Representation in CTV Advertising.” This pioneering report combines Innovid’s streaming insights with Alltold’s advanced technology to analyze inclusivity in CTV advertising, marking a significant step in understanding representation at scale.

Key Findings from the Report

• Representation Breakdown: The report examines six identity dimensions—age, gender expression, skin tone, body size, observed sexual orientation, and visible disability—using data from billions of ad impressions served by Innovid in the first half of 2024.

• Gender Expression: The analysis revealed a nearly even split in masculine and feminine gender expression, with more feminine representation among individuals under 30, while those over 30 skewed more masculine.

• Skin Tone Representation: The lightest four skin tones comprised over 70% of total screen time, highlighting a lack of diversity in skin tone representation.

• Body Size Representation: Small- and medium-sized bodies were featured approximately 93% of the time in advertisements.

• Visible Disabilities: Less than 1% of individuals shown on screen had a visible disability, indicating significant room for improvement in inclusive representation.

The Importance of Inclusive Advertising

Morgan Gregory, CEO & Co-Founder of Alltold, emphasizes the dual impact of inclusive advertising: “Inclusive advertising not only helps to build a more inclusive world, but it also drives business results. The time is now for every brand to establish a representation baseline, set data-driven objectives, and track and report on progress as they realize the ROI of representation.”

Dan Mouradian, SVP of Global Client Solutions at Innovid, adds, “Advertising is ever-present—it’s woven into people’s daily lives. It has the power to make people feel seen, heard, and represented, but it can also do the opposite. While our industry has made progress, there is so much opportunity to do better.”

Collaboration for Change

The collaboration between Innovid and Alltold aims to empower advertisers with data-backed insights, helping them rethink inclusivity in CTV ads throughout the year—not just during special events. This ongoing commitment to inclusivity ensures that advertising resonates more meaningfully with diverse audiences.

As the advertising landscape continues to evolve, establishing metrics for representation becomes crucial. Reports like “The State of Representation in CTV Advertising” provide valuable insights that can help brands enhance their inclusive practices, fostering a culture of representation that benefits both consumers and businesses.