Nnnovid-2018年品牌营销视频广告投放报告（英文）-2017-28页-1mb

2018 Brand Marketers' Video Strategy Summary

Core Content

This document explores the current state and future direction of video marketing strategies among brand marketers in 2018, highlighting trends, challenges, and opportunities in the evolving video advertising landscape.

Main Points

1. Video Advertising Adoption

• Early Stage: Most brand marketers view their video ad efforts as early stage, with over 60% rating their success between 6 and 8 on a 10-point scale.
• Growth Expectations: 80% of marketers expect to increase their video ad spending in 2018, showing optimism for the medium's future.

2. Video Asset Management

• Holistic View: Few companies see themselves as leading in video strategy; most are on par or at the basic level.
• Customer Data Integration: Marketers find leveraging customer data more challenging than managing video assets, with 38% rating their efforts as basic.

3. Use of DMPs and DSPs

• Incomplete Solutions: Data Marketing Platforms (DMPs) and Demand-Side Platforms (DSPs) are not seen as complete solutions.
• Lack of Knowledge: Nearly 30% of respondents said another group within their company manages DMP/DSP integrations, and 20% were unaware of their role.

4. Partnerships in Video Deployment

• External Support: Many brands rely on external partners for video deployment, with 35% allowing their agency to manage all issues.
• Internal Tools: A small percentage (11%) use only proprietary or internal tools for video deployment.

5. Platform Preferences

• Facebook and YouTube Dominance: Facebook and YouTube are the top platforms for video ad spend, capturing 40% and 27% respectively.
• Mobile and OTT Growth: Mobile accounts for a quarter of video ad spend, while OTT platforms capture 9%.

6. Video KPIs

• Adoption of Digital KPIs: Over 90% of marketers use digital KPIs (e.g., CTR, engagement, sign-ups) to measure success.
• Traditional KPIs: Only 30% use traditional media KPIs like TV Tune-In or GRP.

7. Challenges in Video Advertising

• Budget Constraints: Cost or budget is the most significant inhibitor to increased video ad spending, cited by 75% of respondents.
• Expertise and Time: A lack of internal expertise and time are also major constraints, with 26% and 30% respectively.

8. Customized Video

• Limited Adoption: Customized video is not widely adopted due to budget and expertise limitations.
• Agency Support: Agencies are seen as supportive of customized video efforts, but the lack of internal resources remains a barrier.

9. Future of Video Advertising

• Increased Focus: 80% of marketers expect to increase their focus on video in 2018.
• Customer Data Integration: 76% believe customer data will have an increased impact on their video strategy.
• Implementation Difficulty: 71% expect it to get easier to adopt digital video, while only 8% think it will get harder.

10. 360-Degree and VR Video

• Emerging Trends: Brands are experimenting with 360-degree and VR video, though they face challenges related to resource allocation and prioritization.

Key Information

• Optimism: Marketers are generally optimistic about the future of video advertising, with 71% expecting it to become easier to adopt.
• Integration of Data: Despite the potential of data-driven video, integration remains a challenge, with many not fully utilizing DMPs and DSPs.
• Platform Dynamics: Facebook and YouTube dominate the market, while mobile and OTT platforms are gaining traction.
• KPIs: Digital KPIs are more widely accepted and used than traditional metrics.
• Budget and Expertise: These are the primary factors limiting the adoption of customized video content.

Conclusion

Brand marketers are increasingly recognizing the value of video as a key component of their advertising strategy, but they face challenges in effectively leveraging customer data and integrating advanced technologies. Despite these hurdles, there is a strong optimism about the future of video advertising, with a focus on increasing investment, improving targeting, and adopting more sophisticated KPIs. The role of external partners and the continued growth of mobile and OTT platforms are also significant factors in shaping the future of video marketing.