In an analysis of over 286 billion video ad impressions across mobile, desktop, CTV devices, and social platforms, Innovid has found that interactive CTV campaigns – when compared to interactive mobile or PC campaigns – deliver stronger results across key performance and attention metrics.
Interactive CTV, a type of advanced video ad creative, allows audiences to engage directly with video advertising with a call-to-action in the form of a QR, coupon code, or other form of interactive capability. These features allow advertisers to go beyond the standard metrics of impressions and clicks to better measure consumer behavior, capturing interactions, engagements, and overall time spent.
According to Innovid’s analysis, in the last year, interactive CTV campaigns drove an engagement rate of 5.42%, a video completion rate (VCR) of 94.65%, and time earned of 72.25 seconds. Meanwhile, interactive mobile and PC campaigns also saw promising rates, with a 0.97% engagement rate, 62.36% VCR, and time earned of 34.75 seconds.
“Make no mistake – interactive video is one of the most influential advertising formats in the market today,” said Tal Chalozin, CTO and Co-Founder at Innovid. “And, while channels like mobile and PC are strong performers, CTV has proven to be especially powerful.”
Additionally, in the last year, interactive CTV video completion rate has increased 11% overall to 95%. In comparison, the VCR for mobile and PC combined over the same time period is 62%.
“CTV is predisposed to having stronger completion rates,” said Chalozin. “This is likely due to the nature of the CTV platform where a consumer usually has to watch the ad for viewing to continue. This is one of the key benefits of CTV for marketers.“
Innovid’s interactive CTV analysis is a follow-up to the company’s 10th annual Global Benchmarks Report, which was released in May. For the full report, click here.