2021年Q2流媒体广告报告（英）-21页_1mb

Summary of Conviva's State of Streaming Advertising 2021

Core Content

This report from Conviva outlines the current state of streaming advertising, focusing on the opportunities and challenges for premium publishers to grow their ad revenues in the evolving digital landscape. It highlights the growing shift from linear TV to streaming, the challenges in monetization, and the key factors influencing viewer satisfaction and advertiser confidence.

Key Findings

• Streaming Advertising Opportunity: Streaming advertising represents a $30 billion opportunity, but there's a significant gap between the number of viewers and the ad dollars invested.
• Data Divide: Sellers are more confident in their ability to sell streaming ads than buyers, with only 39% of buyers feeling they have the necessary data for effective campaigns.
• Ad Experience Matters: Quality of experience (QoE) is crucial for streaming advertising. A 5-second ad delay can lead to 19.24% of viewers abandoning the stream.
• Ad Repetition and Load: 59% of viewers find ad repetition in the same break or episode to be excessive, and high ad load is a major dissatisfaction factor.
• Privacy Concerns: Only 31% of consumers feel confident their privacy is protected, and 29% feel uncomfortably targeted. Publishers must balance privacy compliance with targeting capabilities.
• Viewer Satisfaction: Only 36% of viewers are satisfied with streaming ads overall. Satisfaction is linked to ad relevance, quality, and privacy protections.
• Untapped Potentials: This is the largest cluster of viewers (about a third), who are the least satisfied with streaming ads and have the lowest confidence in privacy and ad relevance.
• Buyer Confidence: Buyers are hesitant to invest in streaming due to concerns over measurement, transparency, and brand safety. Only 8% of buyers felt streaming content was safe for their brand.

Main Points

1. Data Transparency and Confidence

• Sellers and buyers have differing levels of confidence in data availability and measurement capabilities.
• Publishers need to ensure they provide data that buyers can trust and use effectively for ROI and scaling.

2. Quality of Experience (QoE)

• QoE is as important for advertising as for content.
• Ad buffering and delays significantly impact viewer engagement and ad effectiveness.

3. Ad Targeting and Privacy

• While targeting is seen as a way to increase revenue, it must be balanced with privacy considerations.
• Less than a third of consumers feel their privacy is protected, and 29% feel targeted in an uncomfortable way.

4. Viewer Satisfaction Drivers

• Positive sentiments about ad experience, relevance, and privacy protections are strongly linked to viewer satisfaction.
• Negative sentiments, such as ad repetition and high load, reduce satisfaction.

5. Cluster Analysis of Viewers

• Four clusters were identified based on viewing habits and ad experience:
  • Ad Apathetics: Indifferent to ads but consistent viewers.
  • Heavy Viewers: Prefer linear TV but still engage with OTT.
  • Ad Lovers: Highly satisfied with OTT ads and likely to recommend it.
  • Untapped Potentials: The largest and least satisfied group, representing a significant growth opportunity.

Critical Areas for Improvement

• Targetable Audiences: Publishers should evaluate targeting strategies beyond 1:1 targeting, focusing on broader, more contextually relevant approaches.
• QoE Enhancements: Improving ad buffering and load times can significantly boost viewer engagement and monetization.
• Reach and Frequency Management: Reducing ad repetition and managing ad load is essential for improving viewer satisfaction and attracting more ad spend.
• Post-Buy Measurement: Publishers must provide detailed, transparent reporting to build advertiser confidence and ensure brand safety.
• Privacy Protections: Publishers must ensure privacy compliance and build trust with consumers to improve ad acceptance and engagement.

Methodology

• Data was collected through Dynata's survey of 1,944 consumers and 608 B2B advertising buyers and sellers.
• Conviva's proprietary Stream Sensor™ technology provided insights into over 180 billion streams and 1.8 trillion real-time transactions across more than 180 countries.

Why This Study?

• Streaming has grown by 266% in three years and is expected to surpass linear TV in consumption.
• Advertisers are lagging in their investment, with only 8% of U.S. ad spend going to streaming, despite 47% of viewing time being on streaming.
• The study aims to bridge the gap between viewer expectations, advertiser needs, and publisher capabilities to unlock the $30 billion potential in streaming advertising.

Conclusion

Streaming advertising presents a significant opportunity for premium publishers to grow their ad revenues. However, addressing the five critical areas—audience targeting, QoE, ad load and repetition, post-buy measurement, and privacy—will be essential for publishers to meet advertiser and viewer expectations and capitalize on this growing market.