PubMatic-2019全球数字广告趋势报告（英文）-2019.3-50页_972kb

PubMatic 2019 Global Digital Ad Trends Summary

Core Content Overview

This document outlines the key trends shaping the global digital advertising landscape in 2019, focusing on the growth of digital and programmatic ad spend, the evolution of mobile and video advertising, and the challenges and opportunities in private marketplaces and header bidding. It also provides insights into ad quality and fraud issues, as well as an overview of PubMatic's role in the industry.

Main Trends and Insights

1. Digital Ad Growth

• Digital Media Dominance: Digital channels will account for nearly all incremental ad spend in global markets by 2020, with programmatic driving most of this growth.
• US Digital Ad Spend: In 2019, digital ad spend in the US will make up over half of total media ad spend, rising to nearly two-thirds by 2022.
• Display Ad Spend: Display ad spend in the US is expected to nearly double between 2018 and 2022, though its share of digital spend will remain flat.
• Programmatic Growth: Programmatic will account for more than two-thirds of global digital display ad spend by 2019. In the US, over 80% of digital ad spend will be allocated to in-app environments by 2019.

2. Mobile Advertising

• Global Mobile Ad Spend: Mobile ad spend will surpass $200 billion worldwide in 2019, with growth rates remaining in double digits through 2022.
• Mobile as a Major Share: Mobile is projected to represent over 70% of global video ad spend by 2022 and more than three-quarters of global digital ad spend by 2022.
• Fastest-Growing Markets: Indonesia and Russia will experience the fastest mobile ad growth in 2019, with each market rising by 34% YoY. Russia, Germany, Mexico, and Canada will surpass $1 billion in mobile ad spend for the first time in 2019.
• In-App Growth: In-app advertising is driving the majority of mobile ad spend growth, with US in-app ad spend expected to reach $80 billion in 2019.

3. Video Advertising

• Video as a Key Format: Video will account for nearly two-thirds of non-social display ad spend in 2019, with mobile video ad spend growing rapidly.
• Mobile Video Penetration: Mobile video ad spend will represent over 60% of global digital video spend by 2019, though its share of overall video viewership is still lower than desktop.
• Programmatic Video Growth: Programmatic video ad spend outside of social media will rise to over 60% of global digital video spend in 2019. Brazil is expected to be the fastest-growing market in this category.

4. Private Marketplaces (PMPs)

• PMP Growth: US PMP ad spend will continue to grow at double-digit rates through 2020, with over half of all US programmatic digital display ad spend expected to be transacted via PMPs by 2020.
• Mobile PMP Share: Mobile will account for over two-thirds of US PMP ad spend by 2020, though it still trails desktop in overall programmatic ad spend.
• Global PMP Growth: In-app environments are fueling the growth of mobile private marketplace volume globally.

5. Header Bidding

• Adoption Rates: Over 76% of publishers that have adopted programmatic advertising have also embraced header bidding, though it remains in early stages for the majority of the Alexa Top 3,000 sites.
• Device Share: Header bidding is considered a mature browser technology, with desktop and mobile web both being key platforms.
• In-App Header Bidding: In-app header bidding has seen triple-digit quarterly growth in 2018, with further gains expected in 2019 as SDK issues are resolved.
• Challenges in Adoption: App publishers in North America face challenges in adopting in-app header bidding due to a lack of understanding and technological barriers.

6. Inventory & Ad Quality

• Ad Quality Concerns: Ad quality issues include tracking bad actors, scanning for issues, resolving issues, and blocking bad ads. These challenges are significant for both buyers and sellers.
• Inventory Quality Challenges: Programmatic buying faces issues like lack of transparency, brand safety, and access to quality data.
• Ad Fraud Impact: In 2018, an estimated $25.8 billion in ad spend was wasted globally due to fraud tactics such as app install farms and SDK spoofing.
• Fraud Detection Limitations: While third-party fraud detection is essential, it is not sufficient on its own to protect against all fraud. The lack of standardized metrics means reports can vary significantly.

Key Challenges

• Ad Fraud: Fraud remains a critical issue, especially in the US, where over half of programmatic ad spend is concentrated.
• Technology Barriers: In-app header bidding adoption is hindered by technical limitations and a lack of education among publishers.
• Data Transparency: Advertisers and publishers require more transparency and better tools to manage ad quality and fraud effectively.

Opportunities

• Programmatic Expansion: The growth of programmatic advertising across digital formats and devices presents significant opportunities for publishers and buyers.
• Mobile Growth: Mobile advertising, especially in-app, is expected to dominate future ad spend, offering new revenue streams for publishers.
• Video Advertising: Video remains a highly viewable format, with increasing focus on mobile platforms.

Conclusion

The digital advertising market in 2019 is characterized by rapid growth in programmatic and mobile ad spend, driven by technological innovation and shifting consumer behavior. While challenges such as ad fraud and inventory quality persist, the industry is moving toward more automation, transparency, and efficiency. Publishers and buyers must adapt to these changes to remain competitive and capitalize on emerging opportunities.