从曝光到影响力_将用户体验转化为可量化成果_26页_8mb
报告摘要
Creative Insights Summary
Core Content Overview
This report from Celtra, titled Creative Insights: From Exposure to Impact, explores how creative performance in digital advertising is evolving in response to changing consumer behaviors and environments. It highlights the importance of aligning creative content with user expectations, leveraging intelligent systems, and utilizing formats that support seamless interaction and action.
Main Viewpoints
- Creative effectiveness is now defined by adaptability and context awareness, not just by a single format or channel.
- Audiences have developed habits from social feeds, which now influence their behavior across multiple platforms.
- Location-enabled video is gaining traction as it bridges the gap between on-screen engagement and real-world action.
- Social-native formats such as display and vertical video are proving effective due to their alignment with user interaction patterns.
- Pause ads on CTV are particularly effective at prompting user-initiated actions, with significantly higher QR code scan rates.
- Gamified and shoppable formats are performing above average, showing strong engagement and click-through rates.
- Celtra is positioned as a leading platform for creating, activating, and scaling premium creative experiences that resonate with audiences across different formats and environments.
Key Information
H2 2025 Creative Benchmarks
| Metric | Average Value | Benchmark Value |
|---|---|---|
| Engagement Rate (ER) | 1.4% | - |
| Outstream Video Completion | 53.2% | - |
| Click-through Rate (CTR) | 1.0% | - |
| Instream Video Completion | 72.0% | - |
| Average Exposure Time | 14.8s | - |
Vertical Performance Highlights
| Vertical | Avg. ER | Avg. CTR | Avg. Exposure Time |
|---|---|---|---|
| Agriculture | 0.5% | 0.4% | 12.9s |
| Education & Recruitment | 1.4% | 1.4% | 12.8s |
| Quick Service Restaurant | 1.6% | 1.2% | 13.4s |
| Automotive | 1.1% | 1.0% | 13.1s |
| Energy & Utilities | 0.9% | 0.7% | 15.4s |
| Entertainment & Media | 1.8% | 1.2% | 16.3s |
| Banking & Insurance | 1.0% | 0.7% | 13.2s |
| Government | 1.8% | 1.7% | 18.5s |
| Real Estate | 1.3% | 1.1% | 15.1s |
| Retail & E-commerce | 1.3% | 1.1% | 15.1s |
| Shipping, Logistics & Manufacturing | 1.3% | 1.2% | 14.9s |
| Consumer Packaged Goods | 1.5% | 0.8% | 14.1s |
| Health & Pharmacy | 1.4% | 0.9% | 16.1s |
| Technology | 1.8% | 1.2% | 15.0s |
| Telecommunications | 0.8% | 0.7% | 14.4s |
| Travel, Hospitality & Transportation | 1.5% | 1.2% | 14.6s |
Format Adoption by Vertical
| Vertical | Format Adoption (%) |
|---|---|
| Agriculture | 1-10% |
| Education & Recruitment | 1-10% |
| Automotive | 11-30% |
| Energy & Utilities | 11-30% |
| Entertainment & Media | 31-60% |
| Government | 31-60% |
| Retail & E-commerce | 61% or higher |
| Shipping, Logistics & Manufacturing | 11-30% |
| Consumer Packaged Goods | 11-30% |
| Health & Pharmacy | 11-30% |
| Technology | 61% or higher |
| Telecommunications | 11-30% |
Notable Findings
- Gamified formats in Retail & E-commerce outperformed benchmarks by 7.4× in CTR and 4.6× in engagement rate.
- Location-enabled video in Retail & E-commerce had 1.2× higher exposure time than the benchmark.
- Pause ads on CTV showed a 28× higher QR code scan rate than other formats, indicating their effectiveness in capturing user attention during natural viewing breaks.
Creative Takeaways
Takeaway 1: From Screen to Store
- Location-enabled video supports the transition from digital to physical by embedding location context.
- This format is increasingly being adopted in CTV and premium video, turning interest into in-store action.
- Example: Guthrie's location-based video promoting a product, driving in-store visits.
Takeaway 2: Social-Native Behaviours Scale Performance
- Social-style display and vertical video formats mirror social feed interaction patterns.
- These formats lead to higher engagement and click-through rates due to their intuitive design.
- Example: Disney's social-style display ad promoting a movie with a QR code for more information.
Takeaway 3: Pause Ads on CTV
- Pause ads appear during viewer-initiated pauses, offering a high-value moment for engagement.
- They provide a distraction-free environment for messaging and interaction.
- Example: A pause ad for early Black Friday deals with a QR code for easy navigation.
Methodology
- The data is collected from Celtra's Creative Insights program between July 1 and December 31, 2025.
- Sample criteria:
- Accounts opted into the program and allowed data access.
- Creatives met a minimum impression count for statistical significance.
- The advertiser's vertical was identifiable.
- The report focuses on performance metrics across different formats and verticals, offering actionable insights for marketers.
Conclusion
The report emphasizes the importance of creative intelligence and context-aware design in delivering effective, scalable advertising experiences. By aligning with user behavior and leveraging formats that support natural interaction, advertisers can drive better engagement and real-world outcomes. Celtra provides tools and benchmarks to help marketers create and deploy premium creative that performs across multiple environments.
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