Pixability-2019年网络视频广告报告（英文）-2019.9-17页_3mb

Summary of the 2019 State of Digital Video Report

Core Content

The 2019 State of Digital Video report by Pixability provides insights into the evolving landscape of video advertising across major platforms such as YouTube, Facebook, Instagram, and Connected TV (CTV). It highlights key trends, performance metrics, and strategic recommendations for marketers aiming to optimize their video ad campaigns in 2020.

Main Platforms and Their Roles

• YouTube: Continues to be the leader in view-to-completion rates (VCRs), especially with longer ad creatives. It is also the only platform that delivers ads on all devices, including TV.
• Facebook: Leads in generating clicks and reaching older demographics (45+). VCRs are growing due to algorithmic improvements and increased investment in video.
• Instagram: Effective for reaching younger audiences (under 34) and generating clicks, primarily on mobile devices.
• CTV Platforms (Amazon Fire TV, Roku): Deliver the highest VCRs due to non-skippable ads, but are best used for volume rather than direct response. They are becoming increasingly important in the video ad ecosystem.

Key Trends and Insights

1. Video Ad Budgets

• Social Platforms Lead: Facebook, YouTube, and Instagram remain the top platforms for video ad spend.
• CTV Gains Momentum: 85% of agencies run campaigns on at least one CTV platform.
• Budget Increases: 83% of agencies expect an increase in video ad budgets, with no predictions of a decrease.

2. View-to-Completion Rates (VCRs)

• CTV Highest: Non-skippable CTV ads (Amazon Fire TV, Roku) have near 100% VCRs.
• YouTube Strong: YouTube's VCRs remain high, with a slight increase when ad length is doubled (from 15 to 30 seconds).
• Facebook and Instagram Growing: Both platforms are improving their VCRs, suggesting increased effectiveness in ad delivery.

3. Creative Length

• YouTube Benefits from Longer Creatives: Longer videos (up to 5 minutes) perform better on YouTube.
• Facebook and Instagram Prefer Shorter Creatives: Longer videos lead to lower VCRs on these platforms, so marketers should focus on engaging short-form content.

4. Device Usage

• YouTube: Mobile has the highest click-through rate, while all devices deliver similar view rates.
• Facebook: Mobile and desktop are both used, with mobile being the primary device.
• Instagram: Mobile-only platform with high engagement among younger audiences.
• CTV: Dominated by living room screens, with 15% of YouTube impressions now coming from CTV.

5. Time of Day

• Different Peaks: Each platform has its own peak times for impressions.
  • Amazon Fire TV & Roku: 10 AM–12 PM
  • Facebook: 2 PM–4 PM
  • YouTube: 6 PM–8 PM
  • Instagram: 8 PM–10 PM
• Dayparting Strategy: Marketers should consider time-based targeting to optimize campaign performance.

6. Audience Demographics

• Facebook: Skews older, with 35+ year-olds accounting for 58% of impressions.
• Instagram: Skews younger, with 18–34 year-olds making up 69% of impressions.
• YouTube: 25–34 year-olds are the largest demographic.
• Click-through Rates: Increase with age, with 65+ year-olds showing the highest rates.

7. CPM & CPV

• YouTube Lowest CPM: YouTube on TV screens offers lower CPM compared to CTV platforms.
• CPV Trends:
  • YouTube: CPVs decreased due to Google's efforts to lower costs.
  • Facebook: CPVs also decreased.
  • Instagram: CPVs increased slightly, driven by demand for Stories.

8. Customer Success Story

• Frost Bank: Partnered with McGarrah Jessee and Pixability to run a cross-platform campaign that included YouTube, Facebook, Instagram, and CTV.
• Results:
  • 3X higher click-through rate than benchmarks.
  • 3X higher completion quality rates than benchmarks.
• Strategy: Focused on long-form creative on YouTube and leveraged the strengths of each platform for optimal performance.

Strategic Recommendations

• Use a Unified Approach: Marketers should avoid siloed strategies and instead use a mix of platforms based on KPIs.
• Leverage Platform Strengths:
  • YouTube: For highly engaged views.
  • CTV: For high-volume views.
  • Facebook & Instagram: For direct response and clicks.
• Adapt Creative Length: Longer videos work better on YouTube, while shorter videos are more effective on Facebook and Instagram.
• Optimize for Time of Day: Implement dayparting to target audiences when they are most active.
• Understand View Definitions: Each platform defines a "view" differently, so marketers must be aware of these metrics to ensure accurate measurement and optimization.

Conclusion

As digital video continues to dominate audience consumption, marketers must adopt a comprehensive and platform-agnostic strategy. By understanding the unique strengths of each platform and using tools like PixabilityONE, brands can effectively reach and engage their target audiences across the evolving digital video ecosystem.