2017视频广告支出研究（英文版）_50页_4mb

IAB Video Ad Spend Study Summary (April 2017)

Core Content Overview

The IAB Video Ad Spend Study from April 2017 provides insights into the growth and trends of digital and mobile video advertising, as well as the role of Original Digital Video (ODV) and the NewFronts event in shaping advertiser strategies. The study surveyed 358 respondents, including 47% from agencies and 53% from marketers, with 51% holding senior positions (VP+).

Key Highlights – Digital Video Landscape

• Growth: Advertisers are spending an average of over $9 million annually on Digital/Mobile Video advertising, a 67% increase from two years prior.
• Video Dominance: Video represents more than 50% of total digital ad spending.
• Spending Optimism: High optimism for increased spending on both Digital and Mobile Video, with most maintaining current TV spend levels.
• Cross-Platform Growth: Cross-platform spending (TV + Online Video) is growing, with 67% of agencies planning to increase it in 2017.
• Budget Allocation: Advertisers allocate budgets fairly evenly across multiple channels, indicating a test-and-learn phase.

Key Highlights – Original Digital Video and the NewFronts

• ODV Growth: Original Digital Video spending has nearly doubled since 2015.
• NewFronts Impact: 67% of video advertisers plan to attend the 2017 NewFronts, and 9 in 10 advertisers increased their ODV budgets after attending the 2016 event.
• NewFronts Allocation: 40% of ODV budgets are expected to be allocated at the 2017 NewFronts.
• Market Sectors: 4 out of 7 key sectors allocate nearly half of their ODV budgets during the NewFronts.
• Perceived Benefits: 75% of advertisers believe ODV reaches an audience that can't be reached on TV, and 75% expect it to be as important as TV programming within 3 years.

Opportunities/Recommendations

• Best Practices for ODV Selling:
  • Focus on quality content and environment.
  • Address viewability concerns with proper measurements.
  • Ensure price aligns with ROI.
  • Emphasize audience reach and effective engagement.
  • Provide independent measurement audits.
  • Promote native advertising opportunities.
  • Highlight the importance of ODV in overall video strategy.

Digital and Mobile Video Spend

• Annual Average Spend: Over $9 million per brand on Digital/Mobile Video advertising.
• Sector Growth: All major market sectors have seen increased spending on Digital/Mobile Video over the past 3 years.
• Funding Sources: Increased spend on Digital Video is often funded by expanding overall budgets and increasing TV spend.

Creative Development for Digital/Mobile Video

• Creative Types: Advertisers typically use cross-screen or repurposed TV creative for their digital campaigns.
• Format Trends: Over half of the 2016 ODV ad spend went to native advertising, and more than half of advertisers increased their allocation to native formats from 2015 to 2016.

Cross-Platform Video

• Growth: More than 1/3 of 2017 budgets are expected to be spent on cross-platform (TV + Digital Video) buys.
• Agency Influence: Agencies are driving the growth in cross-platform spending.
• Budget Increase: 67% of respondents anticipate increasing their cross-platform spend in 2017.

Video Advertising Trends

• Format Intentions: More than 75% of advertisers plan to buy VR, 360-degree video, or AR advertising in the next 12 months.
• Buying Methods: Advertisers use a mix of direct buys, programmatic, and cross-platform packages.
• Data Usage: Advertisers rely on demographic and behavioral data to optimize their digital video buys, with high confidence in third-party data accuracy.

Programmatic Video

• Adoption: Programmatic video buying accounts for 45% of all digital video spend.
• Methods by Sector: While direct premium video site buys are the most common method, programmatic is growing in all sectors.
• Growth Trends: Programmatic share of digital video spend is expected to increase by 45% from 2015 to 2017.

Contact Information

• Kristina Sruoginis – IAB Research Director: kristina@iab.com
• Randy Cohen – randy.cohen@advertiserperceptions.com
• Erin Firneno – erin.firneno@advertiserperceptions.com

Selection Criteria for ODV Publishers

• Agencies: Prioritize quality of content/environment.
• Marketers: Focus more on audience reach and established relationships.

Biggest Obstacles to ODV Spending

• Quality of Content is the primary obstacle, especially for TV Primary Buyers.
• Obstacles vary by market sector, with concerns related to cost, format, and measurability.

Conclusion

The study highlights the robust growth of digital and mobile video advertising, with a strong emphasis on ODV as a strategic investment. Advertisers are increasingly allocating budgets to NewFronts, native advertising, and cross-platform buys, driven by the perceived effectiveness and audience reach of digital video. As the market matures, quality content, viewability, and independent audits are becoming critical factors in media selection.