• by Alex Weprin , March 29, 2019

The number of advertising impressions on connected TV devices and platforms are continuing to rise. Some 28% of video ad impressions were served on CTV in 2018, according to the video ad platform Innovid's 2018 Global Video Benchmarks Report.

That was up from 17% in 2017, and 8% in 2016. 

At the same time CTV is rising, short-form video ads are rising as well.

Innovid found that videos under 10 seconds more than doubled in 2018 to 11% of impressions, up from 5% in 2017. Driven largely by six second ads through social and programmatic channels, these short-form ad formats appear to have become a widely accepted part of many media-buying campaigns.

The report also found that personalized and interactive video ads generate significantly higher engagement than non-personalized and non-interactive ads.

"As CTV/OTT becomes more commonplace, so do consumer expectations around the relevancy and personalization of advertising,’ says Alan Wolk, cofounder-lead analyst for the consultancy TV[R]EV in a statement. “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.”

The full report is here.