Data-driven advertising sees impressive growth | Ad Tech | News | Rapid TV News
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Data-driven video (DDV) adoption and engagement are growing: analysis from Innovid has shown there was a 58% increase in advertisers running data-driven video campaigns in 2017.
ctv 8 june 2018
According to the video marketing technology firm’s global video benchmarks report, in those campaigns, there was a 63% lift in engagement rate over non-DDV impressions on campaigns that included both DDV and non-DDV video impressions.

Connected TV impressions continue to skyrocket too, soaring 178% year-on-year. Furthermore, as of 2017 there was a 30% increase in advertisers running campaigns over connected TV, and within broadcast publishers, more than half (52% ) of all impressions are served to connected TV devices. Additionally, Innovid saw an overall 28% engagement rate in connected TV campaigns in 2017—a typical ‘lean back’ experience is now shifting to ‘lean forward’ by consumer choice.

Advanced creative in video advertising continues to outperform standard pre-roll across the board: custom interactive gained a 237% lift in engagement year-over-year.

Also, mobile has reached an inflection point: The distribution of mobile impressions surpassed that of the personal computer in 2017.

And finally, the report found that distribution of impressions to broadcasters continues to grow: The study defines broadcast publishers as digital inventory for networks, such as ABC or NBC. The analysis showed a noticeable increase in the distribution of impressions to broadcasters year-over-year, coming from platforms/ aggregators.

"The most exciting part of this annual study is seeing the market trends reveal themselves in our data – and this year it’s certainly evident with the hypergrowth of connected TV advertising and the adoption of data-driven video marketing across all screens," said Beth-Ann Eason, president, Innovid. "We always knew a change would come, but we’re seeing it happen now at an unprecedented pace.”

“The media industry is facing numerous challenges when it comes to transparency, measurement, fragmentation and scalable reach, and we’ve really seen this come to a head in the past year,” added Alan Wolk, co-founder and lead analyst, TV[R]EV. “As brands and agencies turn to data-driven video with personalised messaging, visibility into video advertising performance and measurement will become extremely important, particularly in the era of connected TV.”