2018视频广告支出研究（英文版）_77页_6mb

IAB 2018 Video Ad Spend Study Summary

Core Content Overview

This report presents findings from the IAB 2018 Video Ad Spend Study, which surveyed 353 marketers and agencies involved in digital video advertising. The study highlights the growing importance of digital video in advertising strategies, with a focus on Original Digital Video (ODV) and the Digital Content NewFronts event.

Key Highlights

Digital Video Landscape

• Spending Growth: Over half of advertisers plan to increase spending on digital video, mobile video, and Advanced TV. On average, they will spend more than $10 million annually on digital and mobile video, representing a 53% increase from 2016.
• Budget Shift: Two-thirds of advertisers will shift funds from TV to digital video.
• Digital Video Allocation: More than half of digital budgets are allocated to video, showing a steady increase since 2016.

Original Digital Video and NewFronts

• ODV Spending Growth: Original digital video ad spending has grown by 68% since 2016, driven largely by agencies.
• NewFronts Impact: 68% of video advertisers plan to attend the 2018 NewFronts. The event is expected to capture 40% of advertisers’ ODV budgets.
• NewFronts Attendance Effect: 80% of advertisers agree that attending the 2017 NewFronts increased their ODV spending.

Key Insights from Advertisers

• Content Quality: Advertisers consider content quality the most important factor when choosing ODV partners.
• Native Advertising: Two-thirds of ODV advertisers have spent on native advertising, with half planning to increase their allocation.
• Viewability and ROI: Viewability and ROI are major concerns for ODV buyers. Price is also a top challenge.
• Cross-Platform Strategy: 83% of advertisers believe cross-platform measurement has improved significantly. Cross-platform spending is expected to grow, driven by agencies.
• Direct to Consumer (DTC) Trends: ODV is seen as an effective medium for DTC advertising, with 86% of advertisers expecting it to grow in importance as streaming sites expand.

Main Points and Recommendations

Best Practices for ODV Selling

• Content Focus: Prioritize quality programming as the top consideration for advertisers.
• Native Opportunities: Promote native advertising and brand integrations as key components of ODV campaigns.
• Viewability Management: Address concerns around viewability, especially among TV-focused buyers.
• ROI Demonstration: Be prepared to showcase ROI to overcome price-related objections.
• Cross-Platform Measurement: Understand the need for cross-platform measurement and reporting.
• Competition Awareness: Advertisers expect to spend as much on Advanced TV as on digital video in the next 12 months.

Market Sector Analysis

Spending Trends

• Total: $10.1M average spend, +53% increase since 2016.
• Automotive: $12.6M, +27% increase.
• Health & Beauty: $3.9M, +200% increase.
• Food & Beverage: $4.2M, +24% increase.
• Household Goods: $5.4M, +184% increase.
• Financial Services: $5.0M, +79% increase.
• Retail: $3.4M, +55% increase.
• Telecom: $6.4M, +73% increase.

Obstacles to ODV Spending

• Price (35%): Most common obstacle across sectors.
• ROI vs. Other Media (42%): Primary concern for Health & Beauty.
• Consumer Ad Blocking (36%): Major challenge for the Automotive sector.
• Viewability & Brand Safety (45%): Key concerns for Food & Beverage.
• Audience Targeting (46%): Primary issue for Telecom.

Video Ad Formats and Channels

Format Allocation

• Video ad budgets are evenly distributed across formats.
• Only 15% of video ad dollars are spent on video ads that appear in videos (e.g., pre-roll, mid-roll, post-roll).

Channel Preferences

• Social Media: Takes the largest share of the typical video ad budget.
• Cross-Platform: 39% of 2018 budgets are allocated to cross-platform buys, showing a 30% increase since 2016.
• Direct Spend: 58% of advertisers spend directly with digital video sites.

Data and Measurement

• Demographic Data: Most frequently used for optimizing digital video buys.
• Third-Party Data: Advertisers have high confidence in its accuracy.
• Cross-Platform Measurement: 80% of advertisers believe it has improved significantly in the past year.

Conclusion

The study underscores the rising prominence of digital video advertising, particularly Original Digital Video, as a strategic medium for reaching consumers. Advertisers are increasingly allocating budgets to ODV and cross-platform strategies, with NewFronts playing a pivotal role in influencing their decisions. The focus on content quality, native advertising, and data-driven targeting will remain critical for success in the evolving digital video landscape.