Connected TV devices now account for almost half of all video advertising impressions worldwide, according to data from omnichannel advertising platform Innovid.

Why it matters

Investment in connected TV (CTV) has shown consistent growth in recent years partly because of growing audiences and better ad performance and this has driven CTV's share of digital video advertising.

However, around 80% of advertisers say they are struggling to leverage connected TV campaigns effectively, with brand safety a key issue.

Takeaways

• Connected TV (CTV) advertising impressions doubled (107%) in April, the quickest growth rate in the previous six months....