iab-2018年视频广告支出报告（英文）-2018.4-77页-6mb

IAB 2018 Video Ad Spend Study Summary

Core Content and Key Insights

The IAB 2018 Video Ad Spend Study provides an overview of the evolving landscape of digital video advertising, highlighting increased investment, trends in ad formats, and the role of the Digital Content NewFronts event in shaping advertising strategies. The report is based on 353 responses from marketers and agencies, focusing on how they allocate budgets and what factors influence their decisions.

Main Findings

Advertiser Spending Trends

• Increased Spending: Over half of advertisers plan to increase their spending on digital video, mobile video, and Advanced TV.
• Annual Spend: On average, advertisers are expected to spend more than $10 million annually on digital and mobile video advertising, a 53% increase from 2016.
• Shift from TV: Two-thirds of advertisers are shifting funds from TV budgets to fund digital video advertising.
• ODV Growth: Spending on Original Digital Video (ODV) has grown by 68% since 2016, with agencies playing a significant role in this growth.

Digital Content NewFronts Impact

• Attendance and Spend: 68% of video advertisers plan to attend the 2018 NewFronts, and 8 in 10 advertisers agree that attending the 2017 NewFronts resulted in increased ODV spend.
• Budget Allocation: Approximately 40% of original digital video budgets are expected to be allocated at the NewFronts event.
• Sector-Specific Growth: The Telecom and Automotive sectors are the largest spenders on ODV, while Health & Beauty and Household Goods show the fastest growth.

Selection Criteria for ODV

• Quality Programming: Advertisers consider the quality of the content as the most important factor when choosing ODV partners.
• Native Advertising: Two-thirds of ODV advertisers have spent on native advertising opportunities, with a notable increase in allocation to native ads in the past year.
• Audience Insights: TV-focused buyers value audience insights and brand integrations, alongside quality programming.

Obstacles to ODV Spend

• Price and ROI: Price and return on investment (ROI) are the top obstacles to increased ODV spending.
• Measurement Concerns: Viewability and brand safety are significant concerns, particularly among TV-focused buyers.

Cross-Platform Video

• Cross-Platform Spending: Around 40% of advertisers' budgets are allocated to cross-platform (TV + digital video) buys, showing a significant year-over-year increase.
• Measurement Improvement: 80% of advertisers believe that cross-platform measurement has improved significantly since 2017.

Video Ad Formats

• Format Allocation: Advertisers allocate their budgets evenly across various ad formats, with a notable portion spent on video ads within videos.
• Creative Development: Most video creatives are developed for cross-screen purposes rather than repurposed from TV commercials.

Video Ad Channels

• Social Media Dominance: Social media channels account for the largest share of the typical video ad budget.
• Spending Optimism: Half of buyers plan to increase their social media video ad spend in the next 12 months.

Programmatic Video

• Programmatic Growth: The share of digital video ad spend bought programmatically is expected to continue growing in 2018.
• Buy Methods: Advertisers predominantly use direct spending with digital video sites and ad networks, with some sectors preferring programmatic companies or cross-platform packages.

Recommendations

• Content Focus: Emphasize the quality of original digital video content as the primary selling point.
• Native Advertising: Promote native advertising and brand integrations opportunities.
• ROI Demonstration: Clearly demonstrate the ROI of ODV to address concerns about price and performance.
• Cross-Platform Measurement: Support advertisers in measuring cross-platform campaigns effectively.
• Data Utilization: Leverage both third-party and first-party data for better targeting and optimization.
• Competition Awareness: Understand and respond to the competition, especially from TV-focused buyers.

Conclusion

The study underscores the growing importance of digital video advertising, particularly Original Digital Video, in the marketing strategies of advertisers. It highlights the need for advertisers to focus on content quality, native advertising, and cross-platform measurement to maximize ROI and reach new audiences. The NewFronts event is seen as a crucial platform for advertisers to discover and invest in ODV, with continued growth expected across all market sectors.