聯(lián)網(wǎng)電視與視頻創(chuàng)意的角色（英）

Retail

(Ad)

Therapy:The

Roles

of

CTV&

Advanced

VideoCreativesInsightsintoRetailers’Media&CreativeStrategiesRetail

VideoMix

&

Creative

Strategies

Evolving

toBetter

Reach

AudiencesWhile

consumerbehaviorhasbeenevolvingforawhile,thelastthreeyearshaveseenit

turnedonitshead.The

globalpandemicchangedthewaypeoplebuyeverything–fromclothing

andgroceries,toelectronicsandevencars.Combine

thatwiththefragmentedmedialandscape,where

audiencesaredispersedacrossplatformsanddevices,andretailershavehadtorethinkadvertisingstrategiestostaycompetitiveinasaturatedmarketwhere

consumerscanquicklyandeasilychange

theirshoppinghabits,loyalties,andminds.The

use

ofadvancedcreativetechnologiesisgrowingamongretailersasawaytodeployimmersive,personalizedmessagingatscale.

Theseincludedynamicformatsforpersonalization(day,time,location,weather,etc.),andinteractive/shoppableformatsthatleveragethingslike

QRcodesandbrandedcanvasestoencourageviewerstolearnmore

orconvert

–whetherit’sdrivingdirectlyto

retail,pickup,online

retail,ore-commerce.Inthefollowing

report,Innovidanalyzed23billionvideoadvertisingimpressionsfromretailadvertisersservedonourplatformbetweenJan.1-Dec.31,2022.WelookedacrossCTV,mobile,anddesktopdevicestocompile

asnapshot

ofglobalvideoadvertisinginsightsandaviewintohowretailersareadaptingmediaandcreativestrategiesforamarketinflux.While

retailershavebeenandwillcontinue

tobeamainstayonlineardueto

itssheerreach,thesebrandshaveincreasinglyturnedtoconnectedTV(CTV)toplayacrucialrole

inthevideomix.Embodyingthebestoflinearanddigital,CTVisaplatformthatallowsretailerstoreachdiverseaudiencesandprovidesthetargetability,interactivity,andmeasurementneededtobuildbrandengagementanddriveshoppableexperiences.Withconsumersexpectingrelevant,one-to-oneadexperiences,it

isnolongerenoughforretailersto“copyandpaste”assetsacrossplatformsandchannels.1

|

GlobalInsightsforRetailSnapshot

of

Retailers

AnalyzedGlobalRegions

AnalyzedGlobalVideo

ImpressionShare

ByDeviceNorthAmericaEMEAv18%23APACDesktopbillionLATAMvideo

advertisingimpressions50%CTV32%Amongretailadvertisers,CTV’sshareof

impressionshasgrownby51.5%

since

2019.Mobile2

|

GlobalInsightsforRetailKeyRetail

InsightsCTVSolidifiesImpressionLeadershipPositionRelevant,1:1Creatives

WorkShort

Ads

Win

Engagement,but

VCRs

are

Anyone’s(Any

Length’s)

GameCTVhasestablisheditselfasanAcrossCTV,mobile,anddesktop,itwastheyearoftheadvancedcreative.Retailersran39.1%more

dynamicvideocampaignsandincreasedthenumberofdynamicdisplaycampaignsbymorethan4xcomparedto2021.Forretailadvertisers,≤

10-secondadsperformedwellwithengagement–beatingthesecondhighestlength,15seconds,by20.0%.Otherthan≥

75-secondads,alllengthshadsolidvideocompetitionrates(VCRs),integralpartoftheretailermediamix,maintaining

themajorityoftotalvideoadimpressionsforthelast

twoyears–evenamideconomicuncertainty.In2022,CTVaccountedfor50.0%ofglobalvideoimpressions,anincreaseof51.5%comparedto

2019.At

32.0%,mobile

representedthenextlargestimpressionshare,buthasseenaslowdecline

since

2019.At

18.0%,desktophadaslight

increase

in2022While

interactiveCTVsawmodestgrowth,with7.7%more

retailaveraging85.5%.Giventhesefindings(more

below),thereisastrongcase

tobemadefortestingandlearningwhenit

comestocreativelengths.advertisersleveragingtheformat,itwastheclearperformance

winner,withanengagementratefarhigherthanstandardvideo.comparedto

16.0%in2021.3

|

GlobalInsightsforRetailCTV

Reigns

Supremefor

Impression

ShareCTVprovidesplatformsto

reachdiverseaudiencesatscaleinapremiumviewingenvironment,inadditionto

offeringsophisticatedtargeting,measurement,andadvancedcreativeoptionsnotfoundinothermedia.4

|

GlobalInsightsforRetailCTV’s

Role

inthe

Retail

VideoMix

SolidifiesVideo

ImpressionShare

ByDevice60%51%50%50%40%30%20%10%0%43%42%39%33%33%32%24%19%18%16%Accounting

for50.0%

oftotalglobalvideo

impressionsin

2022,

CTV’srolewithinthevideomixsolidified

–evenamongaconservativeeconomicoutlook

–asretailersfollowviewersto

streaming.CTVMobileDesktop20192020202120225

|

GlobalInsightsforRetailAdvancedCreative:The

Pathway

to

Relevance&

Performance

at

ScaleInatimewhenthereisno

shortageofcontent

–orwaysto

consumeit–advancedcreatives,includingdynamicandinteractiveformats,offerretailerswaysto

createengaging,personalizedcontentto

strengthenbrandbuilding/retentionandprovideshoppableexperiencesthatdrivedirectconversions.6

|

GlobalInsightsforRetailAdvanced

Creatives:Engagement&CompletionSnapshotEngagementRate

byVideo

Format1.9%0.6%0.3%0.2%StandardVideoDynamic

VideoInteractive

Video(Mobile/Desktop)Interactive

Video(CTV)Video

CompletionRate

byVideo

FormatStandardVideoDynamic

Video86.2%74.3%Interactive

Video(Mobile/Desktop)Interactive

Video(CTV)82.0%92.7%7

|

GlobalInsightsforRetailInteractiveProductInteractive

VideoInformationLearnMore

Engage

BuyInteractive

ads

provideviewerswithopportunitiestoengage,learnmore,andconvertviafeatureslike

overlays,brandedcanvases,andexpandedunits.Apopularsubsetofinteractiveistheshoppablead–those

thatcallout

productsorserviceswithtags,markups,anddirect-checkout

capabilitiestotapintoshortersalesfunnels.While

therearedifferentformatsforshoppableads,themost

wellknownareQRcodesto

driveviewerstosecond-screenpurchases.InteractiveCall

to

ActionsAmong

retailers,comparedto2021,interactiveCTVsawmodestgrowthwith7.7%more

advertisersadoptingtheformat.Performance-wise,inclusive

ofchoice-andnon-choice-basedads,it’stheclearwinnervs.standardvideo:92.7%1.9%InteractiveDrive

to

Purchaseengagementratevideo

completion

ratehighestamong

allvideoformats,includingstandardand

otheradvancedcreativesbeatingstandardvideocompletionby12.2%For

QR

codes,

across

all

verticals

andmarkets,Innovidsawsolidengagement,witha

scan-clickrateof0.02%.

Whilethismayseemlow,thinkaboutwhataQRcoderequiresviewerstodo→

pulluptheircameraapp,scanit,andclickonthelink.Theseactionsarenotaccidental;theyrepresentintentionalfollowthroughonthepartoftheconsumer.Did

youknow?Acrossallverticalsandmarkets,interactiveCTVformatsgeneratedan

average

of92

additional

seconds

oftime

earnedontopof

timespentwatchingpre-roll.8

|

GlobalInsightsforRetailDynamic

Video

&

Display+BuildingAwareness&LoyaltyDynamicadsallowadvertiserstooptimizecreativesforpersonalization–increasingrelevancebasedondate,time,location,weathertargeting,sequentialmessaging,orpublisher/third-partytargeting.LosAngeles,

CAChicago,

IL9021060620DynamicGeo

LocationWhile

click-throughrates(CTRs)ofdynamicandstandarddisplaywerecomparable,dynamicvideosaw16.7%higherlift

thanitsstandardcounterpart.The

biggesttrendwasthemajorcampaigngrowthamongtheformat

between2021and2022.DynamicPriceDynamicProductDynamicVideo39.1%CampaignsAcrossallverticalsandmarkets,dynamicvideoformatsgeneratedanaverageof23.9additional

seconds

oftimeearnedontopoftimespentwatchingpre-roll.DynamicDisplayDid

youknow?325.0%Campaigns9

|

GlobalInsightsforRetailCreative

Length

MattersCreativesitsattheheartofevery

mediastrategy,andlengthcanhaveasignificantimpactonitsoverallperformance.10

|

GlobalInsightsforRetailEngagement

Varies,but

CompletionRatesare

Relatively

EvenAcrossCTV,mobile,anddesktop,≤

10-,15-,and30-secondadshadthehighestengagementrates,with≤

10-secondstakingthetopspotwith0.6%.Outsideof

≥

75-secondads,alllengthshadsolidVCRs,with60-secondlengthswinningoutat88.6%.Engagement&

VCR

byVideo

Ad

DurationLengthEngagement

RateVCRTherelativelylowvarianceinperformancebetweentheadlengthshighlightstheimportanceof

testing/learningandcontinuouslymeasuringaspectsofeverycreative,includingduration.Whetherastandard30-secondad,alongerversionforbiggerscreens,orquick

spotsforsmallerones,thereareopportunitiesworthexploringforretailers.≤

10

Sec0.6%79.8%15

Sec30

Sec60

Sec>75

Sec0.5%0.4%0.1%85.9%87.8%88.6%26.0%0.3%11

|GlobalInsightsforRetailTV

MeasurementReimagined

for

RetailersThedispersionofviewershashadaprofoundimpactonretailers’advertisingstrategies,asthey

adaptto

reachaudiences“wherethey

are.”Asaresult,cross-platformTVmeasurementinnovationhasalsoexploded–empoweringretailersto

connectthedotsacrosslinear,CTV,anddigitalvideo.12

|

GlobalInsightsforRetailDTCRetailer|

Cross-PlatformTVStrategyDrivesOutcomes&IncrementalityThroughaunified,independentviewofcampaigns,cross-platformTVmeasurementisprovidingactionablereachandperformanceanalyticstoinformandoptimizethemediamix.Here’sjustoneexampleofaU.S.direct-to-consumer(DTC)retailbrand:WhoWhatHowWell-recognizedU.S.DTCfitnessretailerAfterlaunchingalinear(nationalandlocal)andstreaming(10+publishers)campaign,withagoalofdrivingsalesandonlineregistrations,itneededameasurementplatformtoachieveaconsistentcountandascribeaconsistentvaluetolinearandCTVTheDTCutilizedInnovidXPtogetaunifiedviewofperformanceanddeliverymetricsforallinventorysources,andmadein-flightoptimizationstoimprovereach/incrementalreachanddrive

outcomesResults116.0%38.0%78.0%incrementalreachbeyondlinearincreaseinaverageimprovementforcostperregistrationsacrosslinearandCTVregistrationsTolearnmore

about

thefollowingcasestudies–and

accessmanymore–checkout

Innovid’s

“The

Hitchhiker’s

Guide

toConverged

TV

Measurement.”Get

it

now13

|

GlobalInsightsforRetailKey

Takeaways1Diversifythe

MediaMixTherehaveneverbeenmore

waysto

reachandengagewithaudiences“wheretheyare”–andtherise

ofCTVshinesalight

ontheimportanceofhavingtheright

videomix.Modernmixesshouldnot

onlybediverse,spanninglinear,CTV,anddigitalvideo(aswellasdevices),butalsobecontinuouslyadaptedto

alignwiththeever-changingwaysaudiencesconsume

content,andcontinuouslyoptimizedforbetterreachandperformance.23Make

Creative

Work

Harder,

SmarterCTVaffordsretailerstheopportunitytoleverageadvancedcreativetechnologiestodeliverrelevant,engaging,andpersonalizedcreativesatscale.Frominteractiveadsusing

expandedunitsformore

product

informationandQRcodesto

enableshoppableexperiences,to

dynamicadsusing

locationandtimeto

serveupdifferentproducts,thetimeisnowtobringcreativetothenextlevel,improve

performanceandengagement,anddeliveragainstspecificbusinessobjectives.Measure,

Optimize,RepeatEverydollarspentonvideoneedsto

work(especiallyduringtimesofeconomicuncertainty).That’swhyreal-time,cross-platformmeasurementthattiescampaignreachandoutcomesdirectlytobusinessmetricsandROIneedstobetablestakes.Measurementshould

bealways-onforadvertisersto

use

insightsto

continuouslyinformbothcreativeandmediaoptimizations.Neverstoplearningormakinginsightsactionable!14

|

GlobalInsightsforRetailKey

DefinitionsAdvanced

Creative:

Premiumadformatsthatinclude

dynamicImpressions:

The

measurementofresponsesfromawebservertoapagerequestfromtheviewer’sbrowser.Innovid’simpressionmeasurementisdefinedatadrenderanddoesnot

include

those

filteredasgeneralinvalidtraffic.and/orinteractivecomponents.Choice-Based

Ads:

AninteractiveCTVadexperiencethatincentivizesengagementbyofferingreducedcommercialbreaksforthedurationoftheviewer’scontentiftheyengagewiththeadexperienceforagivenperiodoftime.Interactive

Ads:

Anadexperiencethatallowsviewerstoengagedirectlywithinthead,suchasanoverlay,brandedcanvas,orexpandedunit

thatrunsacrossCTV,mobile,anddesktopdevices.Click-ThroughRate

(CTR):

Calculatedbydividingthetotalnumberofimpressionsbythenumberofadimpressionsthatresultedinaclickthroughtoanexternalnewwebpage.Non-Choice-Based

Ads:

AninteractiveCTVadexperiencethatallowsviewersto

engagebutdoesnot

incentivizeengagementwithreducedcommercialsoradload.Connected

TV(CTV):

ATVthatisconnectedtotheinternet,whethernativelyorbyadevicethatisprimarilyusedtostreamvideocontent.Thisincludessmart

TVs,gamingconsoles(e.g.,Xbox,PlayStation),anddevices(e.g.,Roku,AppleTV,AmazonFire

Stick).Time

Earned:

The

averagenumberofextrasecondsaviewerengageswithanadvancedcreativeexperience,subsequently