Pixability-2019年网络视频广告报告（英文）-2019.9-17页_2mb

2019 Digital Video Insights Report Summary

Core Content

This report provides a comprehensive analysis of the state of digital video advertising across major platforms including YouTube, Facebook, Instagram, and Connected TV (CTV). It highlights the evolving trends, performance metrics, and strategic considerations for marketers aiming to optimize their video ad campaigns.

Main Platforms and Trends

YouTube

• View-to-Completion Rates (VCRs): YouTube continues to lead in VCRs, especially with skippable ads. Longer ads (e.g., 30 seconds or more) show improved VCRs.
• Device Reach: YouTube is the only major platform that spans all devices (mobile, desktop, tablet, and TV), offering broader audience access.
• CTV Offerings: YouTube on TV screens has a 48% VCR, which is relatively high compared to other CTV options. It is skippable, but still performs better than most.
• Performance: YouTube is ideal for driving deeply engaged viewers and long-form content, with notable success from clients like Frost Bank using extended video creatives.

Facebook

• Click-through Rates (CTR): Facebook remains the top platform for generating clicks, especially among older demographics (45+).
• VCRs: While Facebook has the lowest VCRs among the platforms, it's showing significant growth, likely due to algorithmic improvements and increased focus on video.
• Device Usage: Facebook is primarily used on mobile and desktop, with a growing presence on TV through the CTV app.

Instagram

• CTR and VCRs: Instagram has the highest percentage of users under 34 and also shows strong CTRs. It is a mobile-only platform, making it ideal for younger audiences.
• VCRs: Similar to Facebook, Instagram has lower VCRs but is growing, making it a key platform for direct response campaigns.

Connected TV (CTV)

• VCRs: CTV platforms like Amazon Fire TV and Roku deliver near 100% VCRs because their ads are non-skippable.
• View Volume: CTV offers the highest volume of views, making it a strong choice for reach-focused campaigns.
• Unique Metrics: Amazon Fire TV provides unique purchase habit data, while Roku offers mostly view data. YouTube on CTV provides deeper engagement metrics.

Key Performance Metrics

View-to-Completion Rates

• CTV Leads: Non-skippable CTV ads (Amazon and Roku) have the highest VCRs.
• YouTube Grows: YouTube’s VCRs remain high and continue to increase slightly.
• Facebook and Instagram Improve: Both platforms show rising VCRs, indicating improved performance and algorithmic enhancements.

Click-through Rates

• Facebook and Instagram Top: These platforms offer the best CTRs, especially for older audiences.
• YouTube's CTRs: While not as high as Facebook and Instagram, YouTube's new CTA extensions are helping to boost direct response.

Cost Metrics

• CPM & CPV: YouTube delivers the lowest normalized CPM among CTV platforms, making it a cost-effective option for testing CTV strategies.
• CPV Trends: YouTube's CPV decreased, while Instagram's increased slightly due to demand for Stories.

Strategic Recommendations

• Unified Campaigns: Marketers should adopt a unified approach across platforms rather than siloed strategies.
• Platform-Specific Strengths:
  • Use YouTube for deep engagement and long-form content.
  • Leverage CTV for high volume of views.
  • Utilize Facebook and Instagram for direct response and clicks.
• Dayparting: Optimizing campaigns based on time of day can improve performance, as different platforms see peak engagement at different hours.
• Audience Segmentation: Tailor campaigns to the target demographic, as older audiences are more engaged on Facebook, while younger audiences are more active on Instagram.

Customer Success Story

• Frost Bank: With the help of PixabilityONE, Frost Bank achieved a 3X increase in click-through rate and completion quality compared to benchmarks, by running a unified campaign across YouTube, Facebook, Instagram, and CTV.

Conclusion

• Holistic Strategy: Marketers should embrace a holistic strategy that considers the strengths of each platform and optimizes across them.
• Future-Ready Approach: Long-form content on YouTube is becoming increasingly valuable, and CTV is a key player in the evolving digital video landscape.

Insights Checklist

1. Partner Expertise: Choose a partner with experience across YouTube, Facebook, Instagram, and CTV to fully leverage each platform's strengths.
2. Unified Campaigns: Run campaigns that integrate all platforms to optimize performance and ensure consistency in messaging.
3. Platform-Specific Goals:
   • Use YouTube for engagement.
   • Use CTV for reach.
   • Use Facebook and Instagram for direct response.
4. Long-form Creatives: Don’t shy away from long-form content on YouTube, as it is proving to be effective in driving engagement.

For more information, contact Pixability at info@pixability.com.