iab-2020年网络视频广告调查报告（英文）-19页_508kb

报告摘要

Attitudes to Digital Video Advertising Report 2020 Summary

Core Content Overview

This report, published by IAB Europe, provides an in-depth analysis of the current state and future outlook of digital video advertising across Europe. It outlines the evolving strategies, investment trends, and challenges faced by advertisers, agencies, and publishers in the digital video advertising landscape.

Main Trends and Findings

1. Investment Drivers

Brand building is the primary driver for digital video ad investment, with 58% of advertisers and 50% of agencies citing it as a key reason.
Competitive advantage and better targeting/personalisation are also top drivers, with 50% of advertisers and 53% of agencies indicating these as important factors.
Scaling inventory and expanding reach are significant for agencies, with 53% of agencies citing these as key motivators.

2. Current Adoption

Digital video is becoming a key channel for driving sales and improving ad effectiveness. Advertisers view it as a secondary touchpoint to TV.
Publishers are increasingly adopting video formats, with 32% of publishers in 2020 reporting that 29% of their advertising revenue came from digital video, up from 20% in 2018.
Direct buys dominate the industry, with 45% of publishers in 2020 generating over 60% of their digital video revenue from direct buys, up from 37% in 2018.
Programmatic direct is growing, with 37% of publishers generating 20–40% of revenue via programmatic direct in 2020, up from 29% in 2018.
Mobile video is seeing significant growth, with 73% of advertisers allocating more than 41% of their budgets to mobile in 2020, compared to 50% in 2018/19.

3. Revenue and Spend Distribution

Outstream advertising is gaining traction, with 45% of advertisers allocating more than 21% of their budgets to outstream in 2020, up from 36% in 2018/19.
Cross-screen strategy is becoming more common, with 86% of media agencies stating that at least some aspect of cross media planning is used in 2020 campaigns, up from 81.5% in 2019.
Original content for specific devices is on the rise, with 26% of campaigns in 2020 being designed for desktop, mobile, and connected TV, up from 17.5% in 2019.

4. Measurement Challenges

Measurement remains a bottleneck for growth. 35% of publishers cite campaign measurement and reporting as a key challenge.
33% of publishers lack a clear understanding of the impact of digital video on total revenue.
42% of advertisers and 53% of agencies identify the lack of cross-screen measurement as the biggest barrier.
Agencies primarily use cost per completed view (CPCv) for measurement, while advertisers prefer reach and frequency and click-through rates.
Publishers mainly offer CPM and CPCv as metrics, highlighting a need for more transparent and consistent measurement across the industry.

5. Future Outlook

Addressable and Connected TV are expected to be major growth areas, with 36% of advertisers and 99% of agencies citing them as key opportunities.
In-stream video is still the top format for revenue, with 71% of publishers and 74% of agencies expecting it to remain dominant.
Interactive video is anticipated to be a major revenue driver by 73% of advertisers and 74% of agencies.
AVOD (Ad-Supported Video on Demand) is expected to grow in viewership as consumers seek premium content with ad support.
Digital OOH (Out-of-Home) advertising is also seen as a growth opportunity by more than half of advertisers and publishers and a third of agencies.

Key Insights

Digital video is evolving from a secondary channel to a central part of advertising strategies.
Cross-media planning is becoming more integrated, with a focus on combining TV and digital video for better brand impact.
Measurement inconsistency across devices and platforms is a major hurdle for the industry.
Mobile and outstream formats are growing rapidly, driven by changing consumer behavior and advertiser preferences.
Addressable and Connected TV are seen as the future of digital video advertising, though current investment levels are still relatively low.

Conclusion

The report highlights a clear shift in the digital video advertising landscape, with increasing investment in mobile, outstream, and cross-screen strategies. Despite the growth, measurement challenges and the need for more sophisticated content tailored to specific platforms remain critical issues. The future looks promising with the rise of addressable and connected TV, but the industry must address the gaps in measurement and transparency to fully capitalize on these opportunities.

Contributors and Contact

Nielsen (Falguni Patel, Head of Business Development)
PubMatic (Maria Shcheglakova, Marketing Director EMEA)
Teads (Phil Sumner, VP Insights, Northern Europe)
IAB Europe (Marie-Clare Puffett, Marketing & Industry Programmes Manager)
Email: puffett@iabeurope.eu
Helen Mussard, Marketing & Industry Strategy Director
Email: mussard@iabeurope.eu