iab-2019年视频广告支出报告（英文）-2019.4-68页_1mb

IAB Video Advertising Spend Report Summary (2019)

Core Content

This report provides an overview of digital video advertising spend in 2019, highlighting key trends, growth areas, and the influence of the Digital Content NewFronts on advertising strategies. It also explores the role of Direct-to-Consumer (DTC) brands and the increasing adoption of programmatic buying and new video ad formats.

Main Points

• Digital Video Ad Spend Growth: Advertisers plan to spend an average of $18M on digital video in 2019, representing a 25% increase from 2018. This growth is seen across all market sectors, with notable increases in Media & Entertainment (+75%) and Fashion/Apparel (+45%).

• DTC Brands' Influence: DTC brands are playing an increasingly significant role in digital video advertising. They are expected to increase their spend by over 50% year-over-year, and more than 78% plan to boost their digital video ad spend in the next 12 months. DTC brands are also more likely to allocate over 50% of their digital spend to ODV and are more influenced by the NewFronts in their ad spend decisions.

• Original Digital Video (ODV) Trends:

  • ODV spending is up 31% from 2018, with an average of $9.3M per advertiser.
  • Advertisers consider content quality as the top factor when choosing ODV partners.
  • ODV is used primarily for top and mid-funnel objectives and is seen as beneficial for brand integration and audience targeting.

• Advanced TV and OTT:

  • 59% of advertisers plan to increase their Advanced TV spend, with OTT being a key component.
  • Advertisers find OTT effective for reaching hard-to-reach audiences and optimizing campaigns, though cost, measurement, and scale remain challenges.
  • The NewFronts significantly influence ODV spending decisions, with 84% of advertisers reporting its impact.

• Programmatic Video:

  • Programmatic spending is expected to rise by 4% year-over-year, now accounting for 53% of overall digital video spend.
  • Nearly 8 in 10 advertisers believe a unified multi-platform buying solution (TV + digital video) is important.

• Video Ad Formats:

  • Advertisers are increasingly adopting new formats such as vertical video, stories, and shoppable video.
  • Native video advertising has seen growth, with over half of advertisers increasing their spend in 2018.

• Influencer Marketing:

  • 70% of advertisers currently use influencers in their digital video campaigns, and 40% plan to increase their spend in 2019.

• Device Parity:

  • Mobile and desktop video have reached spending parity, with nearly two-thirds of digital video budgets allocated evenly between the two.

• NewFronts Impact:

  • The NewFronts have a substantial influence on digital video spend, with 41% of advertisers' ODV budgets tied to this event.
  • 8 in 10 advertisers increased their ODV spend as a result of attending the 2018 NewFronts.
  • DTC brands are more likely to allocate over 50% of their digital video spend at the NewFronts.

Key Highlights

• Digital Video Spend: Expected to grow by 25% in 2019, with a focus on ODV, Advanced TV, and OTT.
• DTC Brands: More invested in digital video and have a higher allocation to ODV and other formats.
• Programmatic Growth: Programmatic spending is expected to grow by 4%, now reaching 53% of total digital video spend.
• NewFronts Importance: The event is seen as a key platform for advertisers to make strategic decisions and allocate budgets.
• Influencer Use: A significant portion of digital video advertising involves influencers, with expectations of increased spending in 2019.
• Cross-Platform Strategy: Advertisers are increasingly adopting a unified approach to buying across TV and digital video platforms.
• Content Quality: The quality of content is the most important factor in choosing ODV partners and is also the primary obstacle to increased spending.

Conclusion

The 2019 IAB Video Advertising Spend Report underscores the growing importance of digital video in the advertising landscape, driven by DTC brands, programmatic buying, and the adoption of new ad formats. The NewFronts plays a pivotal role in shaping advertising strategies, with a clear impact on ODV spend and overall media planning. Despite challenges such as content quality and measurement, the industry continues to invest heavily in digital video, reflecting its strategic value and effectiveness in reaching target audiences.