COMSCORE-2021年值得期待的网络和联网电视趋势报告（英文）-2021.1-11页_2mb

2021 Digital and CTV Trends Summary

Core Content Overview

This report outlines key digital and connected TV (CTV) trends observed in 2020 and their implications for 2021. It highlights how the global pandemic has accelerated digital transformation, altered consumer behaviors, and created new opportunities and challenges for brands and advertisers. The report emphasizes the importance of cross-platform measurement, agile experimentation, and understanding regional nuances in digital adoption and usage.

Main Points and Key Information

1. Global Digital Adoption Accelerated

• The pandemic led to a significant increase in online activity across most countries.
• In 17 out of 26 countries, over 75% of adults went online in September 2020, compared to the previous year.
• India shows the highest growth potential due to its large population and increasing digital penetration.
• Digitisation is closely linked to urbanisation, and 5G and infrastructure investments are expected to further drive connectivity.

2. Mobile Leapfrogging and Device-Specific Usage

• Mobile devices have become the primary gateway to the internet in many regions, especially in India and Indonesia, where 94% and 93% of time is spent on mobile, respectively.
• Desktops are increasingly used for work-related activities, such as services and corporate presence, while mobiles are used for socialising and entertainment.
• Device-based context allows for more targeted advertising, as usage patterns are clear and consistent.

3. Shift in Consumer Content Consumption

• Services and Corporate Presence dominate desktop usage, while Social Media and Entertainment are the leading categories on mobile.
• Zoom and TikTok emerged as dominant platforms in teleconferencing and video content creation, respectively, due to the pandemic's impact.
• These platforms gained unprecedented traction, influencing advertising strategies globally.

4. CTV and Dynamic Ad Spending

• Connected TV (CTV) is gaining traction as a flexible medium that bridges the gap between linear TV and digital platforms.
• The growth of CTV is seen in the U.S., with 1.3 million more households using CTV devices in 2020.
• Ad spending on CTV has rebounded post-pandemic, while desktop video ad time has seen a more prolonged and significant decline.
• Top networks dominate CTV ad spend in the UK and Germany, with the top 10 networks accounting for 70% and 89% of CTV ad inventory, respectively.

5. Cross-Platform Agility is Critical

• The report underscores the need for brands to adapt quickly to changing consumer behaviors and digital landscapes.
• Agile execution and continuous experimentation are essential to stay relevant in a rapidly evolving market.
• True cross-media measurement is vital for understanding consumer engagement across platforms, especially as CTV blurs the lines between traditional and digital media.

Key Takeaways

• CTV is becoming a key player in cross-media marketing due to its flexibility and growing adoption.
• Time frames for market shifts have shortened dramatically, requiring brands to be more responsive and adaptive.
• Device-specific usage patterns are clear, with desktops for work and mobiles for social and entertainment activities.
• 5G and digital infrastructure are set to reshape consumer behaviors and create new business models.
• Global companies like Microsoft and Google have benefited from increased digital adoption, especially in Asia.
• Zoom and TikTok exemplify how platforms can rapidly scale and influence advertising strategies.
• Ad spending on CTV is more resilient and adaptable than on desktop, suggesting a shift in media planning priorities.

Conclusion

The pandemic has acted as a catalyst for digital transformation, creating new opportunities and challenges in advertising and consumer engagement. As the world moves towards always-on societies, mobile-first habits, and connected TV, brands must be agile, data-driven, and platform-agnostic to thrive in this new environment. The report serves as a guide for understanding the evolving digital landscape and preparing for the future of marketing.