2018品牌营销者的视频广告策略（英文版）_26页_1mb

2018 Brand Marketing Video Strategy Summary

Core Content Overview

This white paper explores the evolving landscape of video advertising in 2018, focusing on how brand marketers are managing their video assets, leveraging customer data, and planning for the future. It highlights the challenges and opportunities associated with digital video, including the role of technology platforms, the impact of mobile and OTT, and the importance of KPIs in measuring success.

Key Findings

• Video Advertising Growth: Video is becoming a more dominant medium in digital advertising, with a shift away from traditional formats like display and banners.
• Data Integration Challenges: While brands are somewhat confident in their video strategies, they face significant challenges in integrating and leveraging customer data for more effective targeting and personalization.
• Platform Dominance: Facebook and YouTube are the leading platforms for video ad spend, with YouTube capturing nearly 27% and Facebook nearly 40%. Mobile and OTT are also growing in importance.
• KPI Adoption: Marketers are increasingly adopting digital KPIs (e.g., CTR, engagement, lead generation) to measure campaign success, with 65% relying on these metrics.
• Customized Video Constraints: Budget, time, and expertise are the primary barriers to adopting customized video, with 71% of respondents expecting it to become easier in the future.
• Optimism for 2018: Marketers are generally optimistic about the future of video advertising, expecting increased focus and improved effectiveness.

Video Strategy Adoption

• Current Management of Video Assets:

  • 55% of marketers described their video strategy as "On Par" with industry standards.
  • 20% described it as "Basic" or "Covering the basics".
  • 6% characterized themselves as "Innovators".

• Leveraging Customer Data:

  • 38% of respondents considered their use of customer data to be basic.
  • 11% were ahead of the pack in leveraging data.
  • 7% were not using customer data at all.

Technology and Partnerships

• DMPs and DSPs: Marketers are not fully utilizing DMPs and DSPs, with nearly 30% unaware of their role or having another group manage them.
• External Partners: Many rely on external partners for video deployment, especially for mobile and OTT, with 35% allowing their agency to manage all deployment issues.
• 360-Degree and VR Video: These formats are seen as innovative but face challenges due to resource constraints and prioritization.

Future Outlook and Plans for 2018

• Increased Focus on Video: 79% of marketers expect to increase their focus on video in 2018 compared to 2017.
• Customer Data Impact: 76% believe customer data will have an increased impact on their video strategy in 2018.
• Adoption Difficulty: 71% expect it to get easier to adopt digital video, while only 8% think it will get harder.

Budget and Expertise Constraints

• Budget Limitations: 71% of marketers cited cost or budget as a major inhibitor to video advertising investment.
• Internal Expertise: Over half of respondents mentioned a lack of internal expertise or bandwidth as a constraint.
• Agency Involvement: A significant portion of marketers rely on agencies for customized video efforts, with 10% citing a lack of agency support as a concern.

Summary of Survey Methodology

• Survey Conduct: The survey was conducted in August and September 2017 by Innovid and Brand Innovators, involving 140 marketing executives from leading brands.
• Respondent Demographics: The majority of respondents were managers or directors (about 80%), with a smaller percentage at the executive level (C-Level and SVP/EVP).

Conclusion

Brand marketers are increasingly recognizing the value of video advertising and are planning to invest more in 2018. However, challenges remain in effectively leveraging customer data and integrating video into broader marketing strategies. The reliance on external partners and the need for better data utilization are key areas for improvement. Despite these challenges, there is a clear trend toward more data-driven and customized video strategies, supported by a growing optimism about the medium's future potential.