The latest report from Innovid highlights concerning trends in CTV advertising, revealing that average ad campaigns are not effectively reaching audiences. In 2024, ads only reached 19.6% of U.S. households, indicating a significant gap in audience engagement. Moreover, while the frequency of ads served to individual households has slightly declined (from 7.42 to 7.09), it remains within typical caps set by agency executives. This dual focus on reach and frequency underscores ongoing challenges advertisers face in an increasingly fragmented media landscape.
In 2024, the average CTV ad campaign running through Innovid's ad tech platform only reached 19.6% of households, failing to reach four-fifths of the total addressable audience.
The average CTV ad household saw a given campaign 7.09 times in 2024, a slight dip from 7.42 exposures in 2023, indicating stability in frequency.
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