AppNexus-2018年网络广告回顾报告（英文）-2019.4-54页_3mb

2018 Digital Advertising Summary

Core Content Overview

This document provides a comprehensive overview of the digital advertising landscape in 2018, covering trends in the U.S. and global markets, video, native, mobile advertising, ad fraud, machine learning, and header bidding. It highlights the continued growth of digital ad spend, the rise of programmatic advertising, and the challenges and opportunities posed by emerging technologies and market dynamics.

Key Trends and Insights

U.S. Digital and Programmatic Landscape

• Digital Ad Spend Growth: Digital ad spending is on the rise, expected to represent a majority of all U.S. ad spend by 2021.
• Programmatic Growth: In 2017, programmatic spend increased significantly and is projected to continue growing, though at a slower pace in 2018.
• Viewability Rates: Only 53.6% of desktop display ads were viewable in 2017, indicating a significant portion of ads are not seen by users.
• Click-Through Rates (CTR): Native display ads have a significantly higher CTR (0.80%) compared to all display ads (0.09%).

Global Digital Ad Spend

• Top Markets: China is expected to see the highest growth in digital ad spend in 2018 at 13.9%, followed by Indonesia (27.8%), Mexico (17.4%), Russia (13.8%), and Brazil (12.8%).
• Asia-Pacific Growth: Asia-Pacific is projected to overtake North America as the leading digital ad market by 2021.

Video Advertising

• Programmatic Video Growth: The U.S. programmatic video ad spend is growing rapidly, with mobile video ad spend surpassing desktop in 2017.
• Viewership Shift: Digital video viewership is increasing, while broadcast TV viewership is declining due to cord-cutting.
• CTV Devices: Connected TV (CTV) devices are becoming the preferred platform for cord-cutters, with over 168 million users in the U.S.

Native Advertising

• Native Ad Spend: Native ad spend in the U.S. is projected to reach $28 billion in 2018, a 27.8% increase from 2017.
• CTR by Format: Native ads have a higher CTR than traditional display formats.
• Performance by Category: Native ads have performed particularly well for advertisers in the Pets, Food & Drink, and Family & Parenting categories.

Mobile Advertising

• Mobile Programmatic Spend: Mobile programmatic ad spend makes up a large portion of overall programmatic display spend, with 74.1% in 2017 and projected to increase to 77.0% in 2018.
• In-App Dominance: In-app ads dominate mobile programmatic spend, accounting for 97% of the total, due to high user engagement on smartphones.
• Ad Formats: Display, search, and rich media are the primary formats driving mobile ad spend.
• Viewability: Mobile display ads have lower viewability rates compared to desktop.

Ad Fraud

• Global Revenue Loss: Ad fraud is expected to cost over $44 billion globally by 2022, up from $14.2 billion in 2017.
• High-Risk Formats: Mobile display inventory is the highest risk for ad fraud in programmatic advertising.
• Marketers' Responses: Marketers are increasingly using data analytics, third-party validation, and blacklists to combat fraud.

Machine Learning and AI

• AI Investment Growth: Worldwide AI investment is projected to grow significantly, from $6.03 billion in 2018 to $19.28 billion in 2020.
• Marketing Adoption: Marketers are optimistic about AI's potential, with 80% believing it will revolutionize their role.
• AI Applications: AI is seen as a valuable tool for sentiment analysis, lead scoring, customer segmentation, and hyperpersonalization.
• Machine Learning in Ad Tech: The AppNexus Programmable Platform (APP) has demonstrated the effectiveness of machine learning in optimizing programmatic campaigns, achieving 13% lower CPCs and reducing manual operations by 73%.

Header Bidding

• Adoption Rate: Over 90% of the top 1,000 U.S. websites use header bidding.
• Wrapper Types: Most publishers use client-side wrappers, but server-side header bidding is gaining traction for its ability to reduce latency.
• Top Demand Partners: AppNexus is the most widely used demand partner for header bidding, appearing in 48.6% of setups.

Duopoly (Facebook & Google)

• Market Share: Facebook and Google together captured 63.1% of U.S. digital ad revenue in 2017, with their share expected to grow further.
• Mobile Ad Revenue: The duopoly holds 58.5% of U.S. mobile ad revenue in 2017, projected to increase to 60.9% in 2018.
• Video Ad Revenue: Facebook and YouTube together account for 66.1% of all digital video ad revenue.

Conclusion

2018 is a year of significant change and growth in the digital advertising industry. The rise of programmatic and native advertising, the shift towards mobile and video, and the increasing focus on ad fraud prevention and AI integration are key areas to watch. As the duopoly continues to dominate the market, advertisers and publishers must adapt to these trends to remain competitive and effective.