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.
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.
Among the report’s key findings:
- Mind the reach gap: The average CTV campaign reached 19.64% of Innovid’s 95M+ U.S. households, with a frequency of 7.09 – highlighting a major opportunity for advertisers to expand their reach and improve efficiency.
- Interactivity drives deeper engagement: CTV ads with interactive elements like product galleries, overlays, and QR codes delivered an average of 71 seconds of additional viewer time compared to standard pre-roll. Notably, QR code usage grew more than 3x year-over-year, signaling that both brands and viewers are embracing more dynamic, shoppable formats.
- As campaign sizes grow, so does the risk of oversaturation: In 2024, the average CTV campaign held steady at a frequency of 7, but high-investment campaigns (200M+ impressions) saw that number rise to 10+. With CTV spend on the rise, frequency management is becoming mission-critical. Emerging tech now makes it possible to shift budget away from overexposed households and toward untapped audiences – turning waste into performance.
“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.”
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