Marin-2018年网络广告报告（英文）-2018.10-18页-6mb

Summary of The State of Digital Advertising 2018

Core Content

The State of Digital Advertising 2018 report highlights the evolving landscape of digital advertising, emphasizing the increasing importance of social media, the challenges of integrating search and social, the growing role of Amazon, and the impact of video and voice search. It is based on a global survey of over 500 advertising professionals across various industries, including retail, automotive, finance, and travel, with an average annual digital advertising spend of more than $2.4 million.

Main Findings

• Social Media Dominates:
  Paid social media is the most popular digital advertising channel, with 90% of advertisers investing in it in 2018. This outperforms YouTube/Google Display by over 10 percentage points. Advertisers recognize social as a key channel for customer acquisition, leveraging its reach and flexibility.

• Search and Social are Fastest Growing Channels:
  Both search and social are expected to see increased investment in 2018. 70% of advertisers plan to invest more in social, while 65% plan to increase spend on search. This reflects the growing importance of these channels in meeting consumer expectations.

• Integration Challenges:
  The biggest challenge for advertisers is integrating search and social. 48% of respondents cited this as one of their top three challenges in paid social advertising. The issue stems from Facebook's restriction on using third-party pixels, leading to disconnected performance data across channels.

• Amazon's Rise:
  85% of advertisers believe Amazon will impact their business in 2018. While some view it as a competitor, most see it as a growth opportunity. Amazon's role in the customer journey is more transactional than Google or Facebook, with high purchase intent.

• Video Advertising Gains Momentum:
  Video budgets have increased, but 34% of advertisers cite creating quality content as their main challenge. Video is increasingly seen as brand advertising, requiring different KPIs than traditional performance-based formats.

• Voice Search on the Rise:
  Voice search is becoming more prevalent, with 95% accuracy in speech recognition and a predicted 50% of searches being voice-based by 2020. Advertisers face challenges in adapting to complex language and measuring performance effectively.

• Audience Targeting is Critical:
  95% of advertisers agree that audience targeting improves campaign performance and reduces wasted spend. However, only 24% currently use these capabilities. Marketers are planning to increase use of audience targeting in 2018, despite GDPR and ePrivacy regulations.

• Mobile In-App Advertising Gains Potential:
  Mobile in-app advertising is less popular, with only 58% of advertisers using it. The primary barriers are lack of budget and lack of expertise. However, there is potential for growth, especially with push notifications driving higher engagement and conversion rates.

• Budget Constraints are a Major Limiting Factor:
  32% of advertisers cite budget as the main reason for not investing in paid search, while 32% also mention it as the reason for not investing in Google Display. In contrast, 27% cite lack of time as a key barrier.

Key Trends and Predictions

• Cross-Channel and Cross-Device Campaigns:
  Advertisers are increasingly focusing on ROI from cross-channel and cross-device campaigns that provide a consistent brand experience.

• Ad Formats Evolve:
  Interactive video and voice search are expected to gain more traction as newer ad formats. Advertisers are likely to invest in creative skills and advanced technologies to optimize performance.

• Legislation Drives Change:
  Stricter regulations like GDPR and ePrivacy are pushing marketers to adopt audience targeting and first-party data strategies, while reducing reliance on long-tail display advertising.

• Ad Spend Shifts:
  Marketers are expected to increase investment across all digital channels in 2018. However, there may be a reduction in spend on more mature channels like search and display to capitalize on new opportunities like video and voice search.

Conclusion

The digital advertising landscape in 2018 is characterized by increased investment in social and search, growing challenges in integration and creative production, and emerging opportunities in Amazon and video. Advertisers are adapting to changing consumer behaviors and regulatory environments, emphasizing the importance of audience targeting and cross-channel performance. As the industry evolves, there is a clear need for education, investment in creative skills, and strategic use of data and technology to maximize effectiveness.