Innovid announced the release of ?CTV x Commerce 2024: Data-Driven Insights to Reach Shoppers with CTV Advertising.? The report, a collaboration between Innovid and Target?s retail media network, Roundel, looks at how shopper behaviors and advertising trends are changing along with the rapid growth of streaming. Highlights from ?CTV x Commerce 2024?

include: Shoppers are streamers who take action: 91% of surveyed Target guests subscribe to streaming services and devote 22 hours a week to them ? an increase of 40% vs. the year prior.

With 57% using services supported by ads, almost half (49%) report being likely to search for an item after seeing it on TV, and more than a third (33%) say they will scan a QR code on their TV if they know it will take them to a familiar site. CPGs are leaning into CTV for reach and engagement: CTV has established itself as an integral part of the CPG video mix, accounting for almost half (49%) of total video impressions for the last two years. CPGs also have the highest average CTV campaign reach (25.24%) among all measured verticals, and are experiencing strong performance with the use of interactive ads, which see engagement rates 10x higher than standard video formats.

CTAs and timing are crucial for shortening the path to purchase for shoppable ads: Creative elements, includingaction-oriented calls to action (CTAs) like ?Scan to Shop? or ?Scan to Add to Cart,? are shown to create a sense of urgency and drive consumers to engage with shoppable ads.

Shortening the number of ?clicks? it takes to get to a desired action and maximizing QR codes? time on screen were also found to be important components in creating successful interactive campaign experiences.