Retail (Ad) Therapy:The Roles of CTV & Advanced Video CreativesInsights into Retailers’ Media & Creative StrategiesWhile consumer behavior has been evolving for a while, the last three years have seen it turned on its head. The global pandemic changed the way people buy everything – from clothing and groceries, to electronics and even cars. Combine that with the fragmented media landscape, where audiences are dispersed across platforms and devices, and retailers have had to rethink advertising strategies to stay competitive in a saturated market where consumers can quickly and easily change their shopping habits, loyalties, and minds.While retailers have been and will continue to be a mainstay on linear due to its sheer reach, these brands have increasingly turned to connected TV (CTV) to play a crucial role in the video mix. Embodying the best of linear and digital, CTV is a platform that allows retailers to reach diverse audiences and provides the targetability, interactivity, and measurement needed to build brand engagement and drive shoppable experiences. With consumers expecting relevant, one-to-one ad experiences, it is no longer enough for retailers to “copy and paste” assets across platforms and channels. The use of advanced creative technologies is growing among retailers as a way to deploy immersive, personalized messaging at scale. These include dynamic formats for personalization (day, time, location, weather, etc.), and interactive/shoppable formats that leverage things like QR codes and branded canvases to encourage viewers to learn more or convert – whether it’s driving directly to retail, pickup, online retail, or e-commerce. In the following report, Innovid analyzed 23 billion video advertising impressions from retail advertisers served on our platform between Jan. 1-Dec. 31, 2022. We looked across CTV, mobile, and desktop devices to compile a snapshot of global video advertising insights and a view into how retailers are adapting media and creative strategies for a market in flux. | 1Retail Video Mix & Creative Strategies Evolving to Better Reach AudiencesGlobal Insights for Retail| 2vSnapshot of Retailers Analyzed Global Video Impression Share By DeviceNorth AmericaLATAMAPACEMEAGlobal Regions Analyzed18%Desktop32%MobileCTV50%23billion video advertising impressionsAmong retail advertisers, CTV’s share of impressions has grown by 51.5% since 2019.Global Insights for RetailKey Retail Insights| 3For retail advertisers, ≤ 10-second ads performed well with engagement –beating the second highest length, 15 seconds, by 20.0%. Other than ≥ 75-second ads, all lengths had solid video competition rates (VCRs), averaging 85.5%. Given these findings (more below), there is a strong case to be made for testing and learning when it comes to creative lengths. Across CTV, mobile, and desktop, it was the year of the advanced creative. Retaile...
