An Average of 88% Consumers Disengage From the Creative Before Reaching the Fourth In-unit Element in an Ad, Report ANA & Innovid

Data from 17 National Brands Uncovers Effectiveness of Creative Formats and Key Trends in Measurement, Creative, Customer Experiences to help Guide Brands, Agencies and Publishers.

New York: As consumers increasingly demand more focused and relevant advertising, a new study reveals that connected TV (CTV) significantly extends reach, provides more interactivity and increases earned time over standard ad experiences. 

Innovid and the ANAconducted the study, “The State of Connected TV Report 2020,” where 17 major advertisers were recruited and 60 million interactive impressions across seven verticals, more than ten devices and four creative formats were analyzed. Brands that participated include Anheuser-Busch, Arby’s, ATT Business, Bank of America, Brandman University, General Motors, Johnson Johnson, Kroger, La-Z-Boy, Mondelez, Taco Bell, TIAA, Visible, and White Castle. Together, Innovid and the ANA found that CTV extends reach, provides more interactivity and increases earned time over standard advertising experiences.

Marketing Technology News: https://www.martechadvisor.com/news/ads/an-average-of-88-consumers-disengage-from-the-creative-before-reaching-the-fourth-inunit-element-in-an-ad-report-ana-innovid/