Pixability-2019年网络视频广告报告（英文）-2019.9-17页_1mb

2019 Digital Video Insights Report Summary

Core Content

This 2019 report provides an in-depth analysis of the state of digital video advertising across major platforms such as YouTube, Facebook, Instagram, and Connected TV (CTV). It outlines key trends, performance metrics, and strategic recommendations for marketers aiming to optimize their video ad campaigns.

Main Trends and Insights

1. Video Ad Market Growth

• The digital video ad market is projected to reach $40.1 billion in 2020.
• YouTube, Facebook, and Instagram continue to be the primary platforms for video advertising, but CTV platforms are gaining momentum.
• 85% of agencies run video campaigns on at least one CTV platform.

2. View-to-Completion Rates (VCRs)

• Non-skippable CTV ads (e.g., Amazon Fire TV and Roku) have the highest VCRs, often near 100%.
• YouTube maintains strong VCRs, with a slight increase when ad length is doubled (from 15 to 30 seconds).
• Facebook and Instagram have lower VCRs but are improving year-over-year, suggesting increased viewer engagement.

3. Creative Length

• Longer ads (e.g., 5 minutes or more) perform better on YouTube, but shorter, engaging content is more effective on Facebook and Instagram.
• Marketers should avoid long-form content on Facebook and Instagram to prevent viewers from scrolling away.

4. Connected TV (CTV)

• CTV platforms deliver high view rates, with Amazon and Roku leading the way due to non-skippable ads.
• YouTube on TV screens has a 48% VCR, which is relatively high considering it is skippable.
• CTV platforms provide unique metrics:
  • Amazon Fire TV: Tracks detail page views (DPVs), add-to-carts, and purchases.
  • YouTube: Offers deeper engagement data.
  • Roku: Focuses on view data.

5. Direct Response

• Facebook and Instagram are the top platforms for click-through rates (CTR), with 65+ year-olds showing the highest CTR.
• YouTube has new direct response features like CTA extensions, but still lags behind Facebook and Instagram in CTR.
• Marketers should use a mix of platforms based on their KPIs, as no single platform can fulfill all objectives.

6. Device Usage

• YouTube spans all devices (mobile, desktop, TV), making it versatile.
• Instagram is mobile-only, while Facebook includes mobile and desktop.
• Mobile dominates click-through rates on YouTube, while CTV is growing in impressions.

7. Time of Day

• Viewership peaks vary by platform:
  • Amazon Fire TV and Roku: 10 AM–12 PM
  • Facebook: 2 PM–4 PM
  • YouTube: 6 PM–8 PM
  • Instagram: 8 PM–10 PM
• Marketers should use dayparting to optimize campaigns based on high-performing hours.

8. Audience Demographics

• Facebook has the oldest audience, with 58% of impressions from viewers aged 35+.
• Instagram targets the youngest audience, with 69% of impressions from viewers aged 18–34.
• YouTube has the largest demographic group in the 25–34 age range.
• Click-through rates increase with age, especially for the 65+ demographic.

9. CPM & CPV

• YouTube on TV screens has the lowest normalized CPM among CTV platforms, making it a good option for testing CTV strategies.
• CPVs have decreased on YouTube and Facebook, while Instagram CPVs have slightly increased due to demand for Stories.
• Marketers must understand how each platform defines views to ensure their budgets are used effectively.

10. Customer Success Story: Frost Bank

• Frost Bank used a unified approach across YouTube, Facebook, Instagram, and CTV.
• The campaign focused on inspiring optimism and used long-form creative on YouTube.
• Results included:
  • 3X higher CTR than benchmarks
  • 3X higher completion quality than benchmarks

Key Recommendations

• Use a mix of platforms based on KPIs (e.g., YouTube for engagement, CTV for volume, Facebook and Instagram for direct response).
• Avoid long-form content on Facebook and Instagram.
• Optimize campaigns using dayparting and platform-specific insights.
• Partner with experts who have experience across all major video platforms.
• Leverage the strengths of each platform to drive real engagement and brand love in 2020.

Conclusion

The digital video landscape is evolving rapidly, with CTV platforms gaining ground and YouTube maintaining its dominance in engagement. Marketers should adopt a holistic, unified strategy to maximize impact, using PixabilityONE for cross-platform optimization. Understanding platform-specific metrics, demographics, and ad formats is essential for success in the 2020 video ad market.