The vast majority of video ads served globally through Innovid’s platform last year were 30 seconds or less, according to Innovid’s Global Benchmarks Report for 2021 [download page]. The most common length was 15 seconds, constituting about half (50.5%) of the ads, while close to one-third (31.1%) were 15 seconds long.
Another eighth or so (13.7%) were 10 seconds or less, such that less than 5% of the ads were longer than 30 seconds.
Interestingly enough, while longer ads trailed their shorter counterparts in completion rates, they did result in higher click-through rates. The highest click-through rate (CTR) was recorded for 60-second ads, at 1.4%. By comparison, the CTR on ads of 10 seconds or less was 0.4%.
Completion rates were considerably higher for shorter ads, though, with the highest levels recorded for 30-second (85.9%) ads and those of 10 seconds or less (82.5%). Minute-long ads averaged a completion rate of 68.4%.
North America Propels CTV to the Lead
On a global basis, connected TV (CTV) devices overtook mobile as the leader in video impression share, per the report. Last year these devices accounted for 46% share of video impressions, up from 40% in 2020. By comparison, mobile accounted for 39%, down from 43%. The remainder was held by PCs, at 15%. CTV’s share of video ad impressions was highest for the Travel (63%), Auto (60%) and QSR (58%) categories.
CTV’s leading position masks significant variation by region, however. In fact, CTV held the smallest share (22%) of impressions among devices in the EMEA region. In the APAC region, CTV and PC each accounted for just 11% of video ad impressions on Innovid’s platform, with mobile (79%) far ahead.
In fact, North America was the only region where CTV held the lead among devices. It captured 48% share of impressions in North America, compared to 38% for mobile and 15% for PC.
For more, download the report here.
About the Data: The results are based on an analysis of 286 billion video ad impressions served on Innovid’s platform in 2021.