CTV overtakes mobile for global video impressions

CTV has overtaken mobile as the platform with the greatest share of global video impressions.

According to a new study from ad platform Innovid, CTV accounted for 46% of all video impressions, up from 40% in 2020. Mobile meanwhile declined from 43% to 39%.

The report notes that CTV grew at over two times the rate of mobile and desktop year-over-year. 

North America leads on CTV impression share by region, with 48% of all video impressions attributable to CTV, followed by EMEA and LATAM (22%), then APAC (11%).

The study analysed 286 billion video and display advertising impressions across channels served on Innovid’s platform between January 1 and December 31, 2021

Jessica Hogue, GM, Measurement & Industries at Innovid, said: “CTV devices are now the most dominant platform for video ad impressions. As more consumers have transitioned to streaming, advertisers are shifting spend to the channel, and we expect that trend to continue with mobile and desktop losing more market share.

“The past two years have seismically changed consumer behavior and content consumption habits. Advertisers have had to keep pace with these changes while managing a roster of marketing tools, analysing more data than ever before, and creating relevant, personalised experiences for their audiences.”