PubMatic-2020年全球网络广告趋势报告（英文）-2020.1-42页_2mb

2020 Global Digital & Programmatic Advertising Trends Summary

Core Content Overview

This document outlines key trends and projections for the global digital and programmatic advertising markets in 2020. It emphasizes the shift towards digital media, the rise of programmatic advertising, and the increasing importance of mobile and video formats. It also highlights the growth of private marketplaces (PMPs) as a response to brand safety and ad quality concerns.

Main Trends and Projections

Digital Advertising Growth

• US Market:

  • Digital ad spending surpassed traditional media in 2019 and is projected to account for over two-thirds of total media spending by 2023.
  • Display advertising will remain a flat share of digital spend, but its total spend is expected to grow by 59% from 2019 to 2023.
  • Programmatic advertising will dominate the display market, with over 90% of digital display ad spend being transacted programmatically by 2020.
  • Mobile will represent the majority of programmatic transactions in the US by 2020, with connected TV expected to capture nearly 7% of the market.

• Global Market:

  • Digital display ads, including video, will grow rapidly, accounting for over a quarter of total media ad spending by 2021.
  • Programmatic transactions will make up more than two-thirds of global digital display ad spend in 2020.
  • Mobile advertising will surpass $200 billion globally in 2019 and is projected to reach $400 billion by 2023, representing 80% of global digital ad spend.

Video Advertising

• Global Video Spend:

  • Video will account for 31% of overall display ad spending in 2020.
  • Mobile will drive two-thirds of global video ad spend in 2019, with this share expected to rise to three-quarters by 2024.
  • Digital video ad spend is projected to grow significantly, with desktop and mobile both seeing increases in viewership and ad spending.

• US Video Spend:

  • Nearly three-quarters of US advertisers plan to increase their digital video budgets between 2019 and 2020.
  • 80% of advertisers consider cross-platform video buying solutions important for their 2019 campaigns.

Private Marketplaces (PMPs)

• Global PMPs:

  • PMPs account for a third of all global programmatic ad spending.
  • As concerns about brand safety and ad fraud persist, more ad budgets are moving into PMPs.

• US PMPs:

  • PMPs will overtake open exchange ad spending in 2020.
  • Mobile will represent two-thirds of all US PMP ad spending by 2020.

• UK PMPs:

  • PMPs will reach half of all real-time ad buys in 2020.
  • Mobile will account for nearly 75% of all UK PMP ad spending in 2020, surpassing the US.

Top Markets

• Global:

  • China and the US are expected to grow faster than the global average, expanding their lead as the largest digital ad markets.
  • Indonesia, India, and Brazil will be the fastest-growing programmatic video ad markets in 2020, with Brazil reaching a billion-dollar valuation.

• Mobile:

  • The top 5 mobile ad spend markets account for 85% of global mobile ad spending.
  • India and Thailand will see over 40% YOY growth in mobile ad spend.
  • Denmark is projected to surpass $1 billion in mobile ad spend for the first time in 2020.

Key Insights

• Programmatic Dominance: Programmatic advertising is expected to dominate both display and video ad spend, with mobile driving the majority of transactions.
• Shift to Mobile: Mobile will become the primary platform for digital advertising, with in-app ad spend leading the way in the US.
• Video Growth: Video will remain a key driver of digital ad spending, with mobile video ad spend growing rapidly.
• PMPs as Safe Havens: PMPs are gaining traction due to their ability to offer greater control, transparency, and brand safety.
• Market Leaders: The US and China will continue to lead in digital ad spend, while emerging markets like India, Indonesia, and Brazil will show strong growth.

Conclusion

The digital advertising landscape in 2020 is marked by rapid growth in programmatic transactions, a shift towards mobile as the dominant platform, and the increasing importance of video advertising. Private marketplaces are becoming a preferred channel for advertisers seeking greater control and safety. Publishers and advertisers must adapt to these trends to remain competitive and maximize ROI in the evolving digital ecosystem.