Connected TV devices now account for almost half of all video advertising impressions worldwide, according to data from omnichannel advertising platform Innovid.
Connected TV (CTV) advertising impressions doubled (107%) in April, the quickest rate of growth in the previous six months. This has pushed CTV's share to 47%, up from 40% at the end of 2020 and double the 23% share in 2018.
This means connected TV now accounts for a larger share of digital video impressions than mobile devices, which saw its share drop from 44% in December to 38% in April.
Advertisers across different...