While consumer behavior has been evolving for a while,the lastthree years have seen it turned on its head.The global pandemicchanged the way people buy everything -from clothing andgroceries,to electronics and even cars.Combine that with thefragmented media landscape,where audiences are dispersedacross platforms and devices,and retailers have had to rethinkadvertising strategies to stay competitive in a saturated marketwhere consumers can quickly and easily change their shoppinghabits,loyalties,and minds.
While retailers have been and will continue to be a mainstay oninear due to its sheer reach,these brands have increasingly turnedto connected TV (CTV)to play a crucial role in the video mix.Embodying the best of linear and digital,CTV is a platform thatallows retailers to reach diverse audiences and provides the
targetability,interactivity,and measurement needed to build brandengagement and drive shoppable experiences.
With consumers expecting relevant,oneto-one ad experiences,it isno longer enough for retailers to “copy and paste”assets acrossplatforms and channels.The use of advanced creative technologies is growing among retailers as away to deploy immersive,personalized messaging at scale.These includedynamic formats for personalization (day,time,location,weather,etc.),andinteractive/shoppable formats that leverage things like QR codes and
branded canvases to encourage viewers to learn more or convert -whethert’s driving directly to retail,pickup,online retail,or e-commerce.
In the following report,Innovid analyzed 23 billion video advertisingimpressions from retail advertisers served on our platform between
Jan.1-Dec.31,2022.We looked across CTV,mobile,and desktop devicesto compile a snapshot of global video advertising insights and a view intohow retailers are adapting media and creative strategies for a market in flux.
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