4C-2018年Q1媒体状态报告（英文）-2018.4-22页-7mb

The State of Media: Q1 2018 Summary

Core Content

This report provides an overview of the state of media in Q1 2018, focusing on digital and TV advertising trends across various platforms and regions. It highlights how marketers are adapting to a fragmented media landscape by leveraging audience insights and platform innovations to deliver more effective campaigns.

Key Platforms and Digital Advertising Trends

Digital Advertising Overview

• Total Sample Spend: Over $250 million across 1,000+ brands on Facebook, Instagram, Twitter, LinkedIn, Pinterest, and Snapchat.
• Growth: Digital ad spend increased year-over-year across all platforms, with a quarterly decline due to seasonal adjustments.

Platform-Specific Trends

Facebook

• Ad Spend Growth: 62% YoY increase in ad spend through 4C.
• Top Verticals: Travel (+129% QoQ), Legal/Financial (+32% QoQ).
• Performance Metrics: CPM decreased 18%, CPC decreased 21%, CTR increased 4%.

Instagram

• Ad Spend Growth: 136% YoY increase.
• Top Verticals: Travel (+1,142% YoY), Consumer Products (+112% QoQ).
• Performance Metrics: CPM decreased 17%, CPC decreased 9%, CTR decreased 9%.

LinkedIn

• Ad Spend Growth: 66% YoY increase.
• Top Verticals: Services (+175% QoQ), Electronic/Tech (+24% YoY).
• Performance Metrics: CPM flat, CPC decreased 41%, CTR increased 69%.

Pinterest

• Ad Spend Growth: 41% increase over Q1 2017.
• Top Verticals: Automotive (+4,332% QoQ), Entertainment/Media (+248% QoQ).
• Performance Metrics: CPM decreased 20%, CPC decreased 23%, CTR increased 5%.

Snapchat

• Ad Spend Growth: 234% YoY increase.
• Top Verticals: Legal/Financial (+597% QoQ), Consumer Products (+31% QoQ).
• Performance Metrics: CPM decreased 19%, CPSU increased 13%, SUR decreased 28%.

Twitter

• Ad Spend Growth: 6% increase YoY.
• Top Verticals: Education (+95% QoQ), Consumer Products (+78% QoQ).
• Performance Metrics: CPM decreased 20%, CPC decreased 16%, CTR decreased 5%.

TV Advertising Trends

US TV Ad Rankings

• Top Broadcast Advertiser: Geico with 484 ad minutes and 993 ad spots.
• Top Cable Advertiser: Geico with 9,362 ad minutes and 18,779 ad spots.
• Key Advertisers: Chevrolet, Nissan, Toyota, Ford, Progressive, Sprint.

US NCAA TV Ad Rankings

• Top Advertiser: Geico with 1,772 ad minutes and 3,562 ad spots.
• Top Gainers: Wendy's (+148% YoY), DirecTV (+50% YoY).

UK TV Ad Rankings

• Top Overall Advertiser: Oral-B.
• Top Free-to-Air Advertiser: Confused.com.
• Top Pay TV Advertiser: Oral-B.
• Key Advertisers: McDonald's, Nationwide, Aldi, TUI, Lidl, Tesco.

TV Social Lift Rankings (US)

• Top Broadcast Advertiser: Visa (121% lift), DirecTV (87% lift), Mercedes-Benz (79% lift).
• Top Cable Advertiser: Disney (113% lift), Amazon (105% lift), eBay (83% lift).

TV Social Lift Rankings (UK)

• Top Advertiser: Virgin Media (167% lift), Morrisons (136% lift), Tesco (121% lift).
• Key Advertisers: Argos, Amazon, O2, Vodafone, Currys PC World.

Seasonal TV Social Lift Rankings

• Super Bowl LII:
  • Top Advertiser: T-Mobile (46,000% lift), E-Trade (23,025% lift), Hyundai (20,327% lift).
• Winter Games (US):
  • Top Advertiser: Tide (283% lift), Walt Disney Pictures (99% lift), AT&T (86% lift).
• Winter Games (UK):
  • Top Advertiser: Virgin Media (73% lift), Coral (72% lift), Aldi (67% lift).

Key Industry Trends

Marketers Optimize Around Audiences

• Brands are shifting to audience-first strategies to better align with consumer behavior.
• Use of audience insights helps in identifying the most effective channels and targeting.
• Example: Food companies use social insights for product development and packaging.

Platform Innovation Starts with User Experience

• Platforms are evolving based on user preferences, especially among younger audiences like Gen-Z.
• Ephemeral content, influencer marketing, and short-form video are key trends.

Data Privacy & Transparency

• Concerns around data usage and privacy are increasing.
• Brands are focusing on performance-based advertising without accessing user-level data.

This is the Year of Advanced TV

• Over half of marketers are likely to use Advanced TV in 2018.
• Advanced TV allows for more precise targeting and measurement similar to digital advertising.

Artificial Intelligence is the New Reality

• AI is being integrated into advertising strategies to enhance targeting and analytics.
• It's helping marketers to better understand and engage with their audiences.

Conclusion

• Meet the Metrics: The report emphasizes the importance of data and metrics in evaluating the effectiveness of advertising across digital and TV platforms.
• Summary: As the media landscape evolves, brands are increasingly relying on audience insights, platform innovations, and data-driven strategies to optimize their ad spend and engagement. The integration of digital and TV metrics is becoming essential for measuring the impact of multi-screen advertising campaigns.