Innovid-2018品牌营销者的视频广告策略（英文版）-2018.1-28页-1mb

2018 Video Strategy Trends for Brand Marketers

Core Content Overview

This document outlines the current state and future expectations of brand marketers regarding their video advertising strategies in 2018. It highlights challenges, opportunities, and the evolving role of video in marketing.

Main Findings

Video Adoption and Strategy

• Current Status: Most brand marketers view their video strategy as being on par with the industry, with a smaller percentage considering it basic or advanced.
• Future Outlook: Over 80% of marketers expect to increase their video advertising spend in 2018, indicating a growing emphasis on video marketing.
• Video Maturity: Video ad efforts are seen as early stage, with many marketers rating them as "Basic" or "Nascent" in 2017, but expecting them to evolve to "Innovative" or "Targeted" in 2018.
• Optimism: Marketers are generally optimistic about the future of video advertising, believing it will become easier to adopt and more impactful.

Use of Customer Data

• Challenges: Brands struggle with leveraging customer data to enhance video effectiveness. Only 11% of marketers consider their efforts to be ahead of the curve, while 38% rate them as basic.
• Data Integration: Most marketers are not fully utilizing customer data in their video strategies, with many not even aware of how DMPs and DSPs are used.

Role of Partners

• External Support: Marketers often rely on external partners to manage video deployment, with 35% allowing their agency to handle all deployment issues.
• Internal Tools: Only 11% use proprietary or internal tools for video deployment, indicating a preference for external expertise.

Video Ad Platforms

• Dominance of Facebook and YouTube: Facebook and YouTube are the top platforms for video ad spend, capturing 40% and 27% respectively.
• Mobile and OTT: Mobile video ad spend is rising, but still seen as an afterthought. OTT platforms are gaining traction, accounting for 9% of the spend.

KPIs and Measurement

• Digital KPIs: Over 90% of marketers use digital KPIs like CTR, engagement, and sign-ups to measure campaign success.
• Traditional KPIs: Only 30% rely on traditional media KPIs, such as TV Tune-In and GRP.
• Brand Safety: While brand safety is a concern, it is not the primary inhibitor to video investment.

Customized Video

• Budget and Expertise: The main barriers to customized video are budget constraints and a lack of internal expertise.
• Agency Support: Agencies are seen as key supporters in the development of customized video content.

Key Insights

• Video as a Medium: Video remains a powerful tool for storytelling and emotional engagement, but its integration with customer data is still in early stages.
• Digital Transformation: Marketers are increasingly adopting digital video KPIs and are looking to leverage customer data more effectively.
• Technology and Tools: While DMPs and DSPs are available, their use is not widespread, and many marketers are not fully leveraging them.
• Platform Shifts: Mobile and OTT platforms are gaining traction, but are still not the primary focus for many marketers.
• Future Potential: There is a clear belief that video advertising will become more effective and easier to implement in 2018, with a strong focus on audience segmentation and personalization.

Methodology

• Conducted by Innovid and Brand Innovators in August and September 2017.
• Surveyed 140 marketing executives from leading brands, primarily in the CPG sector, at the manager or director level.
• The survey aimed to understand current video strategies, future plans, and the role of data and technology in video marketing.

Summary of Key Statistics

• Video Spend Increase: 80% of marketers plan to increase their video ad spend in 2018.
• Customer Data Usage: 38% of marketers consider their use of customer data for video as basic; only 11% are ahead.
• Platform Spend: Facebook (40%), YouTube (27%), Mobile (25%), OTT (9%).
• KPI Adoption: 90% of marketers use digital KPIs; 30% use traditional media KPIs.
• Customized Video Barriers: Budget constraints (2/3), lack of internal expertise (over half), and time/bandwidth (2/3) are the main inhibitors.
• Adoption Difficulty: 71% believe it will get easier to adopt digital video in 2018; only 8% think it will get harder.

Conclusion

The document presents a comprehensive view of the current and future state of video marketing for brand marketers. While video is seen as a powerful and evolving medium, the integration of customer data and the use of advanced tools like DMPs and DSPs remain underutilized. Marketers are optimistic about the future of video advertising, expecting it to become more impactful and easier to implement, especially with the growing role of mobile and OTT platforms.