【Innovid】2024年金融与保险广告洞察报告_16页_6mb

2024 Advertising Insights Report for Finance / Insurance

Core Content Overview

This report provides insights into the performance of video advertising across various formats, lengths, and devices for the Finance / Insurance industry in 2023. It highlights the shift towards Connected TV (CTV) and offers data-driven recommendations for optimizing ad campaigns.

Main Findings

CTV Growth

• CTV's Impression Share: CTV has seen a 100% increase in impression share since 2019.
• CTV Performance: CTV performed best in terms of completion rate (VCR) due to unskippable inventory.
• Future Trends: Marketers are expected to spend over $40 billion on CTV advertising by 2027.

Video Completion Rate

• Best Performing Length: 30-second standard videos had the highest completion rate.
• Device Impact: CTV had the best completion rate among device types.
• Format Impact: Interactive video outperformed other formats in completion rate.

Click-Through Rate (CTR)

• Best Performing Length: Less than 10-second videos had the highest CTR.
• Device Impact: Mobile devices performed better than other devices in CTR.
• Format Impact: Standard video outperformed other formats in CTR. Interactive CTV was not included in CTR evaluation due to lack of click-through functionality on smart TVs and connected devices.

Engagement Rate

• Best Performing Format: Interactive CTV had the highest engagement rate.
• Interactions: Engagement includes user actions like expanding panels, clicking through video galleries, or taking in-unit quizzes.

Reach and Frequency

• Average Reach: The average reach for Finance / Insurance was lower than the global average.
• Average Frequency: The average frequency was higher than the global average, indicating more repeated exposure to ads.

Case Study: Compulse Optimizations

Goal

• A financial planning company aimed to drive website visits and actions from consumers in-market for personal financial services through a CTV campaign.

Approach

• Compulse used a high-touch managed service, with daily performance reviews and real-time optimizations using InnovidXP.
• Relevant KPIs were set to track actions on the advertiser's website, such as form submissions.

Results

• 76% increase in website activity from adjusted messaging.
• 73% increase in website activity from adjusted audience targeting.
• 241% lift in campaign KPI performance.

Methodology

• Data Scope: Innovid analyzed 380 billion video impressions across multiple platforms (mobile, desktop, CTV, social) from Jan. 1 to Dec. 31, 2023.
• Focus Areas: Reach, frequency, completion rate, CTR, and engagement rate were studied across the top CTV advertisers with at least 1 million CTV impressions.

Key Terms

• Standard Video: Pre-roll video ads.
• Standard Display: Digital banner ads.
• Dynamic Display: Banner ads optimized with data.
• Dynamic Video: Video ads optimized with data.
• Interactive Video: Video ads with user interaction (desktop and mobile).
• Interactive CTV: Interactive and/or dynamic TV ads (connected TV).
• Reach: Number of unduplicated households exposed to messaging.
• Frequency: Average number of times a household was exposed to messaging.
• Advanced Creative: Includes dynamic and/or interactive elements.

About Innovid

• Platform Overview: Innovid (NYSE: CTV) delivers, personalizes, and measures advertising across connected TV, linear, and digital.
• Global Reach: Offers cross-platform ad serving, data-driven creative, and measurement with offices in the Americas, Europe, and Asia Pacific.
• Mission: Leads the market in converged TV innovation with proprietary technology and exclusive partnerships.

Conclusion

The Finance / Insurance industry is increasingly adopting CTV as a key advertising channel, with significant growth in impression share and performance metrics. Advertisers should focus on 30-second standard videos, mobile devices, and interactive CTV formats to maximize engagement and conversion. Innovid's data and Compulse's optimization strategies demonstrate the potential for high performance in CTV campaigns, offering a roadmap for success in the evolving digital advertising landscape.