PubMatic-2019全球数字广告趋势报告（英文）-2019.3-50页_858kb

PubMatic 2019 Global Digital Ad Trends Summary

Core Content Overview

This document outlines key trends and forecasts for the global digital advertising market in 2019, focusing on the growth of digital channels, programmatic advertising, mobile and video ad spend, private marketplaces, header bidding, and inventory quality. It is aimed at publishers and media buyers to help them understand and leverage the evolving digital ad landscape.

Main Trends and Forecasts

Digital Advertising Growth

• Digital media is expected to account for nearly all advertising growth momentum in 2019.
• Local TV is projected to experience double-digit declines, while out-of-home advertising is the only traditional media type expected to grow.
• Digital ad spend in the US will reach over half of total media ad spend in 2019, with projections to rise to nearly two-thirds by 2022.
• Display advertising will remain a significant portion of digital ad spend, although its share is expected to stay flat over the next four years.
• Programmatic transactions will continue to dominate digital display ad spend, with a forecast of over two-thirds of global digital display ad spend being programmatic by 2019.
• Mobile ad spend will surpass $200 billion worldwide in 2019 and is projected to represent more than three-quarters of global digital ad spend by 2022.
• In-app advertising is a major driver of mobile ad spend growth, with over 80% of US mobile ad dollars expected to be allocated to in-app environments in 2019.
• Video advertising will remain a key driver of digital ad spend, representing nearly two-thirds of non-social display ad spend in 2019. Mobile video ad spend will grow significantly, with the share of mobile video ad spend expected to rise from 50% to over 70% in four years.
• Private marketplaces (PMPs) are expected to continue growing at double-digit rates in the US through 2020. By 2020, over half of all US programmatic digital display ad spend is projected to be transacted through PMPs.
• Header bidding adoption is widespread among publishers that have embraced programmatic advertising, with over 75% of them using it. However, it remains in early stages for many in the Alexa Top 3,000.
• In-app header bidding is experiencing rapid growth, with triple-digit quarterly growth rates in 2018, and further gains expected in 2019.

Ad Quality and Fraud

• Ad quality is a critical concern for both buyers and sellers, encompassing issues like advertiser category mapping and malicious creatives.
• Inventory quality includes challenges such as domain spoofing, viewability, and fraudulent arbitrage.
• Ad fraud remains a significant issue, with an estimated $25.8 billion wasted globally in 2018, 42.3% of which was linked to app install farms and SDK spoofing.
• Viewability rates vary by platform and format, with video content being the most viewable. Desktop display viewability rates have improved in the UK and France, while Germany leads in desktop display viewability.
• Fraud detection is essential but not sufficient on its own, as reports may vary depending on the vendor and the inventory used. A combination of tools and deep investigations is needed to ensure quality.

Key Insights and Priorities

• Efficiency, measurement, and attribution are the top priorities for US media buyers in 2019.
• China and the US are the only markets with over $10 billion in digital ad spend projected to grow at double-digit rates in 2019.
• Indonesia and India are the fastest-growing digital and programmatic ad markets globally, with Indonesia leading in programmatic video ad growth.
• Brazil is expected to become the seventh programmatic market to reach a billion-dollar valuation in 2019.
• Mobile users represent over 85% of global internet users, making mobile a crucial channel for advertisers and publishers.

Summary of Key Figures

Conclusion

The digital advertising landscape in 2019 is characterized by rapid growth in digital and programmatic ad spend, driven by mobile and video formats. Publishers and buyers must prioritize understanding and leveraging these trends, focusing on ad quality, fraud prevention, and the increasing adoption of programmatic and header bidding technologies. Mobile and in-app environments are expected to play a central role in the future of digital advertising, with significant opportunities for growth and innovation.