SPOTX-2021年全球视频广告趋势报告（英文）-2020.12-36页_7mb

2021 Global Video Advertising Trends Summary

Introduction

The year 2021 marked a pivotal moment in the evolution of the video advertising industry, driven by accelerated consumer behavior changes and the rapid growth of digital TV and streaming platforms. The report outlines several key trends that are shaping the future of video advertising, emphasizing the shift from traditional TV to OTT and CTV, the role of data in targeting, and the emerging opportunities for device manufacturers.

Core Trends

Trend 1: Accelerated Shift in Consumer Viewing Habits

• The pandemic has significantly accelerated the move away from traditional cable TV to digital platforms.
• Consumers are increasingly cutting the cord, favoring a self-curated mix of OTT, on-demand, and live streaming content.
• CTV (Connected TV) and OTT (Over-The-Top) have become the dominant viewing platforms, with CTV gaining traction across all demographics.
• In the US, 40% of adults are CTV consumers, while in Europe and APAC, the reach is even higher.
• CTV viewership has grown from an average of 46 minutes per day in 2018 to over three hours per day in 2020.

Trend 2: Ad Spend Shift to OTT and CTV

• Ad budgets are moving faster to digital platforms than previously anticipated.
• In the US, CTV ad spend is projected to increase by 42% in 2021, while in APAC, OTT ad spend is expected to rise by 10-20%.
• AVOD (Ad-Supported Video On Demand) is becoming a preferred option for consumers, especially in the US and Europe, due to subscription fatigue and cost concerns.
• Global AVOD revenue is expected to double by 2025, becoming a significant portion of OTT revenue.

Trend 3: Device Manufacturers as Advertising Powerhouses

• Smart TV manufacturers are gaining prominence in the video advertising space.
• A record 41% of US consumers planned to buy a new TV during the 2020 holiday season, with smart TVs being the preferred choice.
• Smart TV ad inventory has surged, accounting for 38% of all connected TV spend on platforms like SpotX.
• Device manufacturers are leveraging their access to viewer data to offer targeted advertising and improve the overall viewer experience.

Trend 4: Addressable Linear TV Ready for Scale

• Addressable TV is becoming more viable as programmatic technology advances.
• Addressable TV ad spend is expected to reach nearly $3.5 billion by 2021, up from $2 billion in 2019.
• Programmatic allows for more precise targeting and efficient campaign management, enabling linear TV to be integrated into digital workflows.
• The industry is moving toward a more unified programmatic marketplace that includes both set-top box and smart TV environments.

Trend 5: Data-Layered Campaigns Gain Momentum

• The use of data in video advertising is becoming more prevalent, with a focus on accuracy and measurement.
• Data-layered campaigns allow for more targeted and effective ad placements across multiple platforms.
• Buyers are prioritizing data providers that ensure rigorous data quality and accuracy.
• First-party data is highly valued, enabling advertisers to target specific, authenticated audiences based on demographics, interests, and purchase history.

Key Opportunities and Challenges

• Programmatic Guaranteed Campaigns: Expected to surge as advertisers seek more control and transparency in their digital video investments.
• Cross-Screen Measurement: Becoming a critical component of video advertising strategies, allowing for better understanding of consumer behavior across devices.
• Content Discovery: CTV platforms face the challenge of helping users navigate the vast array of content options, with OEMs investing in improved user interfaces and personalized recommendations.
• Brand Safety and Transparency: Concerns over social media platforms are pushing brands to explore alternative channels for video advertising.
• Digital Out-of-Home (DOOH): Advertisers are shifting budgets from outdoor and transportation-based DOOH to in-home screens due to increased remote activity.

Conclusion

2021 is a year of transformation in the video advertising landscape, with digital platforms like OTT and CTV leading the charge. As consumers continue to embrace streaming, advertisers are adapting their strategies to align with new viewing behaviors and leverage data for more effective targeting. Device manufacturers are playing a central role in this shift, offering new ad opportunities and shaping the viewer experience. The industry is moving toward a more programmatic and data-driven future, with a growing emphasis on accuracy, scalability, and the integration of linear and digital video advertising.