SPOTX-2021年视频广告全球趋势报告（英文）-2020.12-36页_7mb

2021 Global Video Advertising Trends Summary

Core Content

The year 2021 marked a significant shift in the global video advertising landscape, driven by the accelerated adoption of streaming services due to the impact of the COVID-19 pandemic. The report outlines several key trends shaping the future of video advertising, emphasizing the transition from traditional linear TV to digital and addressable platforms.

Main Trends

Trend 1: Accelerated Shift in Consumer Viewing Habits

• The pandemic has fast-tracked the move from traditional cable to digital video consumption.
• Consumers are increasingly replacing traditional pay TV with a mix of OTT, CTV, and on-demand content.
• Cord-cutting households are expected to surpass traditional pay TV by 2024.
• CTV and OTT are becoming the primary viewing platforms, with a wide demographic reach.

Trend 2: Ad Spend Shift to OTT and CTV

• Advertisers are rapidly reallocating budgets to OTT and CTV, driven by new consumer habits.
• CTV ad spend in the US is projected to increase by 42% in 2021, while OTT ad spend in APAC is rising due to mobile adoption.
• Global AVOD revenue is expected to double by 2025, becoming one-third of total OTT revenue.
• The US leads in AVOD expenditure, followed by China and Japan.

Trend 3: Device Manufacturers as New Advertising Powerhouses

• Smart TVs are becoming the dominant device for CTV viewing, especially in the US, Europe, and Australia.
• Device manufacturers are leveraging their data and inventory to enhance ad experiences and compete for ad budgets.
• Smart TV ad inventory on the SpotX platform increased by over 800% from March to October 2020, now accounting for 38% of CTV spend.

Trend 4: Addressable Linear TV Ready for Scale

• Addressable TV is transitioning from a niche to a scalable solution with the help of programmatic advertising.
• Addressable TV ad spend is projected to reach nearly $3.5 billion by 2021, up from $2 billion in 2019.
• Programmatic enables more precise targeting and efficient campaign management, bridging the gap between linear and digital.

Trend 5: Data-Layered Campaigns Gain Prevalence

• OTT's digital nature and wide reach make it ideal for data-driven advertising.
• Data-layered campaigns on the SpotX platform increased by 145% YoY in October 2020.
• Advertisers are prioritizing accuracy and measurable outcomes in their campaigns.
• First-party data is becoming a key asset for both advertisers and media owners to ensure campaign effectiveness.

Key Information

OTT vs. CTV

• CTV (Connected TV) is the term used for ad-supported content viewed on smart TVs.
• OTT (Over-the-Top) refers to content delivered over the internet, often ad-supported or subscription-based.
• CTV and OTT are gaining traction globally, with significant growth in the US, Europe, and APAC.

Advertiser Preferences

• 60% (US), 58% (EMEA), and 56% (APAC) of CTV/OTT viewers prefer free content over paid ad-free services.
• Brands are shifting budgets to streaming platforms to follow consumer behavior and reach new audiences.

Market Projections

• Global pay TV revenue is expected to decline from $202 billion in 2016 to $152 billion in 2025.
• US Pay TV households are projected to fall to 73.7 million by 2021.
• AVOD (Ad-supported Video-on-Demand) is expected to dominate in the US and Europe, with APAC showing strong growth in OTT.

Programmatic Advertising

• Programmatic advertising is becoming a critical tool for scaling addressable TV and OTT campaigns.
• It enables real-time targeting and valuation of impressions, improving campaign efficiency and revenue for media owners.
• Programmatic TV spend is expected to reach $6.69 billion by 2021, up from $2.77 billion in 2019.

Emerging Opportunities

• Data accuracy and transparency are becoming more important as advertisers demand better results.
• Content discovery is a major challenge for CTV, with OEMs investing in personalization and recommendation systems.
• Safety concerns on social media are leading brands to seek alternative platforms for video advertising.

Summary

2021 is a pivotal year for the video advertising industry, characterized by a rapid shift in consumer behavior and the growth of digital platforms. The adoption of OTT and CTV is accelerating, driven by the pandemic and changing consumer preferences. Advertisers are reallocating budgets to these platforms, and device manufacturers are emerging as key players in the ad ecosystem. Addressable TV is becoming more scalable with programmatic solutions, and data-layered campaigns are gaining importance for their precision and measurable impact. As the industry moves forward, the focus is on optimizing viewer and advertiser experiences, improving forecasting, and ensuring data quality.