Innovid, an independent software platform for the creation, delivery, measurement, and optimization of advertising, announced the release of its annual CTV Advertising Insights Report. Based on hundreds of billions of video ad impressions served by Innovid in 2024, the report offers an unmatched look at the current state – and future trajectory – of CTV advertising.
“With the rise of live-streamed events and shoppable formats, CTV has reached a new era of scale and sophistication,” said Jackie Vanover, SVP, Measurement, Innovid. “The opportunity is massive – and it’s here now. Advertisers have powerful tools at their fingertips: smarter frequency control, immersive interactivity, and real-time optimization. Publishers can also tap into this momentum to prove the value of their inventory through better outcomes and viewing experiences. This is a definite moment for TV.”
As the industry accelerates toward its digital future, this year’s report finds that CTV has officially reached its tipping point. Live sports, once the last holdout of linear TV, are now streaming to audiences in the hundreds of millions. In 2024, CTV ad impressions grew 18% year-over-year, but the gap between ad investment and viewership reveals an even greater opportunity ahead.
The report highlights several key trends shaping the connected TV (CTV) advertising landscape. On average, CTV campaigns reached 19.64% of Innovid’s 95 million U.S. households with a frequency of 7.09, revealing a significant opportunity for advertisers to broaden their reach and improve efficiency. Interactive ad formats are proving especially effective, as CTV ads featuring elements like product galleries, overlays, and QR codes generated an average of 71 additional seconds of viewer engagement compared to standard pre-roll ads. QR code usage alone tripled year-over-year, indicating a growing preference among brands and consumers for dynamic, shoppable experiences. However, as campaign sizes increase, so does the risk of audience oversaturation. While the average campaign frequency remained at 7 in 2024, large-scale campaigns exceeding 200 million impressions saw frequencies surpass 10. With CTV ad spend continuing to grow, managing frequency has become critical. New technologies are enabling advertisers to reallocate budgets away from overexposed households toward untapped audiences, transforming potential waste into improved performance.
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