IAS-2019年广告行业趋势报告（英文）-2019.3-24页_6mb

2019 Industry Pulse Summary

Core Content Overview

This document outlines the key advertising trends, technologies, and priorities that are expected to shape the digital advertising industry in 2019. It is based on a survey of 912 digital media professionals conducted between November 15, 2018, and December 2, 2018, using the IAS database and social media channels to gather insights.

Main Industry Priorities

1. Data Privacy & Measurement

• Data Privacy: The EU's GDPR and growing consumer awareness have made data privacy a top concern. Over 56% of professionals believe it will be more important in 2019 than in 2018.
• Measurement Consistency: Nearly 50% of respondents identified the need for consistent measurement across media plans as a growing challenge.
• Regulatory Impact: 94% of professionals expect data privacy regulations to become stricter worldwide. The importance of these regulations is expected to grow, with 74% anticipating more attention to them in 2019.

2. Brand & Agency Alignment

• Brands and agencies are now more aligned in their priorities, with both emphasizing data privacy and consistent measurement.
• Agencies highlight in-app measurement and ad fraud as concerns, while brands focus on privacy and ROI.
• A key challenge for brands is the difficulty in converting data into actionable insights, as noted by a manager at a major automotive company.

3. Ad Fraud in Programmatic Advertising

• Ad fraud remains a significant concern, though its prevalence has decreased slightly from 61.8% in 2018 to nearly 50% in 2019.
• There is a continued need for industry-wide action to improve media quality and transparency.

Transparency Trends

1. Focus on ROI Attribution

• Clear ROI attribution is the most significant driver of digital advertising budgets, with 75.4% of respondents identifying it as a key factor.
• Agencies also value ROI measurement and ad fraud detection as important, with ad fraud slightly trailing behind.

2. Brand Safety on Social Media

• Brand safety has become a top concern for advertisers on social media, surpassing "driving consumer actions" as the most important factor.
• Social platforms are updating their privacy policies and increasing transparency, which is expected to be a major challenge for 2019.

3. Transparency from Social Platforms

• A strong majority of professionals want more transparency from social platforms, but there is still debate over whether this will impact ad budgets.
• Despite the call for transparency, social platforms like Facebook continue to report strong ad revenue growth, indicating their ongoing relevance.

Future Trends and Opportunities

1. Cross-Device Advertising Comes of Age

• Cross-device campaigns and multi-touch attribution modeling are seen as major opportunities in 2019.
• This trend reflects the growing importance of understanding consumer behavior across multiple devices.

2. Advertisers Demand Measurement

• There is a strong demand for accurate measurement solutions, with over 40% of professionals expecting AI and machine learning to make significant strides.
• Brands are particularly interested in AI's potential to enhance ROI, while agencies focus on OTT as a growth area.

3. Get Ready for OTT

• OTT (Over-The-Top) is a growing opportunity, with 70% of professionals planning to increase their investment in this space.
• There is a need for more education on how to effectively leverage OTT for advertising, especially as more smart TVs and connected devices enter the market.

4. Brand Safety on eCommerce Platforms

• Over 83% of professionals expect Amazon to capture a larger share of digital advertising budgets in 2019 due to its brand-safe environment.
• With growing concerns about brand safety on social platforms like Facebook and YouTube, Amazon's ad platform is seen as a more trustworthy option for advertisers.

Key Quotes and Insights

• "Data privacy will continue to impress on our industry a response that is legal, ethical, and one which puts the consumer back in control."

  • SVP of International CPG Company

• "Cross-device measurement and multi-touch attribution go hand in hand. They are huge opportunities in terms of increasing [our] ability to record and prove the worth of media."

  • Analyst at Major Consumer and Business Electronics Organization

• "OTT video seems to present the biggest growth opportunity for digital video. Large audiences are embracing cord cutting and are migrating from traditional TV to streaming services."

  • New Media Expert

Conclusion

The digital advertising industry in 2019 is expected to be shaped by a focus on data privacy, consistent measurement, and brand safety. With the rise of regulations like GDPR and the increasing importance of AI and machine learning, professionals are preparing for a more transparent and accountable advertising ecosystem. OTT and eCommerce platforms like Amazon are also emerging as key growth areas, reflecting changing consumer behaviors and the need for safer, more effective advertising solutions.