Innovid delivered hundreds of billions of video ad impressions through our ad server in 2023, which means we have invaluable and unparalleled insight for CTV and digital advertisers — especially for CPG brands. Our data-driven report, the 2024 Advertising Insights Report for CPG, helps CPG advertisers like you understand how to connect, engage, measure, and drive outcomes in a media world where CTV is increasingly important.
Here are the key high-level findings for CPG advertisers:
- CTV continues to grow. Almost half (49%) of Innovid’s CPG video ad impressions in 2023 were CTV, an increase of 58% since 2019. Consumers are flocking to CTV and leaving traditional linear TV behind. Advertisers understand this fact and are boosting their spending on CTV advertising.
- Advanced creative performs. Interactive video delivers 5.6x higher click-through rates than standard display and 2.5x higher CTR than standard video.
- Shoppable CTV ads delivered for Energizer. With CTV advertising as a new element in its omnichannel ƒmix, Energizer saw a sales lift that was 12x higher than the previous year. Specifically, shoppable CTV ads drove 18% higher ROAS than standard CTV ads.
