Impressions served on connected television (CTV) platforms increased from 17 percent in 2017 to 28 percent, according to a report from Campaign Insight and Innovid, “2018 Global Video Benchmarks.”

The study provides video key performance indicators (KPIs) to explore the future of television and video advertising as consumers shift their viewing habits to CTV. The insights are based on a sample representing about one-third of all US video impressions, namely every campaign that ran with Innovid from January 1-December 31 2018, across over 340 top global companies.

To date, over 55 percent of the US population owns a CTV device, and the figure is expected to reach 60.1 percent by 2022. The data suggests that CTV is experiencing ongoing growth with broadcasters at the helm, and digital marketing dollars are following. In 2018, 68 percent of all campaigns contained CTV, and 63 percent of broadcaster impressions were served on CTV. Similarly, broadcasters comprised 83 percent of all CTV campaigns, indicating that consumers are watching traditional television content on connected devices. 

The data gives advertisers good reason to realign budget and strategy to engage with consumers on CTV. As customers’ desires for highly personalized content and experiences rise, marketers are utilizing data-driven dynamic videos that are 10 seconds in length—which the report found jumped from five percent in 2017 to 11 percent in 2018 across social and programmatic channels via mobile.

“As CTV/OTT becomes more commonplace, so do consumer expectations around the relevancy and personalization of advertising. Marketers would be well-served to seize the opportunities available in this still nascent market to deliver video advertising that is more engaging, more personalized and more measurable,” said Alan Wolk, co-founder and lead analyst, TV[R]EV.