Connected TV matches mobile for online video impressions

Rob Clapp

An overview of online video impressions by device in the United States.

Rapid growth in connected TV advertising means it now accounts for the same share of online video impressions as mobile devices, according to United States data from analytics platform Innovid.

Connected TV accounted for one-third (33%) of online video impressions in 2019, a share that has risen to two-fifths (41%) this year. Mobile's share of video impressions over the same period fell from one-half (47%) to 43%.

Connected TV has also grown its share of YouTube consumption, but still lags behind mobile.

However, mobile shows the quickest growth in advanced formats like interactive video. The number...

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