Innovid releases video benchmarks study

The latest report, which follows a year-long study analysing video campaigns and their impressions, aims to establish industry standards for video marketing and measurement.

According to the findings, advanced video advertising is driving more value and yielding higher benchmarks across the board over standard pre-roll video ads, but performance varies across publisher types, ad lengths and player sizes. 

Other findings include: customer interactive video campaigns earned 561% lift in total user activity over standard pre-roll campaigns; custom interactive video campaigns delivered an average of 41 additional seconds in time earned and mobile click-through interactive achieved the greatest click through rate compared with any other format, with a 57% lift over desktop.

"With the recent increase in cross-channel, cross-device advanced video, advertisers are demanding higher standards in regards to performance, engagement and quality placements for their video advertising content," said Zvika Netter, CEO and co-founder of Innovid.

"Our comprehensive video benchmarking study serves to establish industry standards for video marketing performance. Our mission is to help brands maximise their video investments through access to media-agnostic, open measurement, and innovative, advanced video advertising solutions."