MM Awards

Innovid report establishes industry standards for video marketing

Tyrone Stewart

Woman holding phoneInnovid, a video marketing platform for advertisers, has conducted a yearlong study to set benchmarks for marketers in order to analyse the performance of their video ads.

The 2017 Global Video Benchmarks study analysed thousands of video campaigns with billions of impressions across more than 200 global brands to assess how consumers respond to different video ad types across devices and provide insights to marketers on how to best connect with these consumers.

“With the recent increase in cross-channel, cross-device advanced video, advertisers are demanding higher standards in regards to performance, engagement and quality placements for their video advertising content,” said Zvika Netter, CEO and co-founder of Innovid. “Our comprehensive video benchmarking study serves to establish industry standards for video marketing performance. Our mission is to help brands maximise their video investments through access to media-agnostic, open measurement, and innovative, advanced video advertising solutions.”

The study found that advanced video advertising – which includes interactive elements such as overlays, clickable content, and more – drives more value and yields higher benchmarks than pre-roll video ads.

Furthermore, Innovid found that custom interactive video campaigns see a 561 per cent lift in user activity compared to stand pre-roll campaigns, also delivering an average of 41 additional seconds in time earned on top of initial time spent watching ad.

Moreover, mobile click-thru interactive video achieves the best click-thru rate, compared to any other format, with a 57 per cent lift over desktop. Meanwhile, custom interactive video on connected TV generates the highest completion rates compared to other devices or formats, producing a 73 per cent lift over mobile and 23 per cent over desktop.

“Media buyers have long pushed for accuracy and transparency in digital ad measurement, but recent issues over video ad metrics and brand safety have given new urgency to their concerns,” said Paul Verna, principal video analyst at eMarketer. “As video ad spending continues to grow across connected devices, and across content platforms that offer limited visibility into key performance metrics, third-party measurement and objectivity are more important than ever.”