Thursday, June 4, 2020, 1:20 PM ET|Posted by Will Richmond
Global connected TV ad impressions were up 36% year-over-year during the week of May 24-30, according to new data released by Innovid. The growth rate is above the prior week’s growth rate of 27%, but below the 4-week CTV average of 44%. It is still well above other devices; during the same period, mobile video ad impressions were down 26% year-over-year (compared with a 5% drop for the prior week) and PC/desktop video impressions were down 20% (compared with a 12% drop during the prior week).
Total global video ad impressions were down 8% year-over-year and down 1% vs. the prior week. Mobile again accounted for the biggest share of impressions (43%), compared with CTV (39%) and PC/desktop (18%).
Verticals with the highest year-over-year growth rates during the May 24-30 week were CPG (up 59%), Telecom (up 18%), Finance (up 11%) and Pharma (up 3%). Meanwhile auto impressions were down 80% and retail impressions were down 37%. CPG recorded a 135% increase in CTV ad impressions year-over-year. CTV also accounted for 44% of CPG’s total impressions.
CTV has been one of the big beneficiaries of the Covid-19 stay-at-home regulations, as viewers turn to the big screen and a multitude of SVOD and AVOD apps. Nielsen said that in the first week of May viewership on CTVs was up 81% year-over-year at approximately 3.5 billion hours.
All of this data is available at Innovid IQ, an online dashboard being updated weekly to reflect changes in video advertising due to Covid-19. Innovid gathers the data from 600 advertisers’ campaigns driving 195 billion impressions annually.