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1、 2 Contents Executive SummaryPage 3 IntroductionPage 4 Section 1 Methodology advertisers are investing an average of 12% in advanced TV in comparison to 29% in linear TV and 23% in digital video advertising. IAB Europe recently released a Connected TV Guide to help planners and buyers of media, acro
2、ss both linear and digital backgrounds, navigate the opportunities that this new living room platform creates for marketers. 29% 0% 0% 30% 37% 17% 23% 29% 12% 0%5%10%15%20%25%30%35%40% Digital Video Linear TV Advanced TV Digital Video Linear TV Advanced TV Digital Video Linear TV Advanced TV Publish
3、ersAgenciesAdvertisers Figure 5: Percentage of advertising investments / revenues in Digital Video, Linear TV and Advanced TV 10 Outstream investments and revenues are increasing 45% of advertisers allocated more than 21% of their video budgets to outstream compared to 36% in 2018/19. 73% of adverti
4、sers allocated more than 21% of their video budgets to in-stream formats in 2020 compared to 77% in 2018/19. Therefore, publisher revenue from outstream inventory has steadily increased over the course of four years from 69% in 2016 to 82% in 2020, and now reached the same percentage of revenue as i
5、n-stream video formats. Brand building, scaling inventory, better targeting and expanding reach key drivers Brand building (58%), competitive advantage (50%) and better targeting / personalisation of video advertising (50%) are the top three drivers for digital video advertising investment amongst a
6、dvertisers. More than half of agencies are driven by expanding the reach of TV campaigns (53%) and reaching audiences at scale (53%). When asked about key drivers for publishers to consider increasing its digital video advertising investment approximately two thirds (63%) of respondents said their p
7、rogress is influenced by client demand and 68% percent say it is important to make premium inventory available at scale. Figure 6: Digital Video Advertising investment drivers 58% 50%50% 33%33%33% 17% 47% 33% 50% 53% 39% 50% 25% 44% 25% 10% 63% 68% 0% 10% 20% 30% 40% 50% 60% 70% 80% Brand buildingGa
8、in competitive advantage Better targeting and personalisation of video ads Reach audiences at scale Brand storytelling Expand reach of TV campaigns Use of integrated video / interactive ad units Client demandMaking premium inventory available at scale AdvertisersAgenciesPublishers 11 Measurement rem
9、ains a bottleneck to growth When looking at the barriers to digital video advertising investment most of them can be attributed to measurement challenges. 35% of publishers noted campaign measurement and reporting as a key challenge. Another barrier highlighted by 33% of publishers is a lack of a cl
10、ear understanding of the impact of digital video advertising on total revenue. 42% of advertisers and 53% of agencies cite a lack of cross-screen measurement as the biggest barrier to digital video advertising investment highlighting the single biggest challenge for the industry to solve is consiste
11、nt measurement across media channels. Figure 7: Digital Video Advertising investment barriers 42% 33%33%33% 25% 17% 8%8% 52% 17% 28% 44% 22% 33% 19% 25% 28% 25% 15% 20% 33% 23% 28% 3% 35% 0% 10% 20% 30% 40% 50% 60% Lack of cross- screen measurement Brand safetyViewabilityHaving a clear understanding
12、 of the impact of digital video advertising on total revenue Hiring people with the right skill set Cost of technology FraudCampaign measurement and reporting Not enough premium inventory AdvertisersAgenciesPublishers 12 Section 3 Objectives and Measurement Digital video advertisings role is still b
13、eing leveraged as an additional touchpoint to drive brand awareness when combined with TV advertising and whilst advertisers hope this combination will increase sales KPIs, both agencies and publishers expect ad recall as the secondary driver of this combined media channel effort. Figure 8: Advertis
14、ing metrics uplifted by combining Digital Video and TV Advertising AdvertisersAgenciesPublishers 200202002020162017 20182020 Advertising recall 33%32% 55% 45%47%32% 41%51% 32% 25% 29%61% Brand awareness 67%48% 60% 64%67%60% 55%83% 58% 26% 41%68% Brand familiarity 18%24% 25%9%23
15、%21% 26%40% 27% 5% 16%37% Brand affinity31%28% 15% 18%29%25% 33%26% 30% 9% 16%37% Purchase intent 29%28% 35% 27%40%25% 31%23% 27% 19% 31%32% Direct response, e.g. uplift in direct site visits and search behaviours N/A24% 25% 27%N/A23% 24%31%N/A9% 8%34% Viewability rates 68%48% 55% 18%63%47% 41%31% 7
16、6% 49% 57%24% Effective incremental reach N/AN/AN/A45%N/AN/AN/A46%N/A N/A N/A47% Sales KPIs30%32% 45% 55%31%28% 24%14% 23% 16% 29%45% 13 Both advertisers and agencies believe that investing in digital video ads will deliver on better targeting and personalisation, whilst publishers believe this inve
17、stment will allow for premium inventory to become available at scale. This disparity between demand side and supply side further enforces the difference between the measurement expectations across each. Measurement remains a concern for over half (52%) at agencies for investing in digital video ads,
18、 namely the lack of cross-screen measurement further enforced by not having a clear understanding of the impact of digital video advertising on total revenue (44%). Whilst both publishers and ad tech vendors focuse on offering completion rate instead. Publishers are aware that a barrier to entry is
19、the ability for campaign measurement and reporting, however metrics prioritised across agencies, advertisers and publishers do differ. Agencies are still measuring digital video ads by cost per completed views (CPCv) (rising to 74% from 67% in 2018). Whilst advertisers are looking for metrics like r
20、each and frequency (64% up from 55% in 2018) and click on advertisement (64% up from 30% in 2018). This shows a change in advertiser focus since 2018, where there is a greater expectation of the digital advertisement to become an environment to engage with the consumer. Publishers mainly offer Cost
21、per mille (CPM) (92%) and CPCv (58%) metric reporting. This further enforces a need for transparency across digital measurement. 14 Section 4- Cross-Screen Advertising Cross-screen advertising and measurement continues to be a hot industry topic in 2020 but we continue to see a trend towards increas
22、ed cross-media planning. In 2020, media agencies stated that 86% of campaigns have at least some aspect of cross media planning compared to 81.5% in 2019. Encouragingly, there is also a clear trend toward more original content being produced for desktop, mobile and connected TV devices. In 2020, med
23、ia agencies stated that campaigns comprising content designed specifically for the intended device was now more than 26% of all activity. This is up from 17.5% in 2019 marking a real shift in the sophistication in which content is being produced to best suit the platform and consumer. This trend is
24、even greater according to advertisers, who state that original content has jumped from 34% to 47.5% in just a year. 29% 45% 14% 18% 57% 36% 33% 40% 19% 20% 48% 40% 41% 57% 24% 14% 35% 29% 0%10%20%30%40%50%60% Original Content Re-purposed TV content Both ADVERTISERS Connected TVMobileDesktop / Laptop
25、 15% 23% 33% 37% 53% 40% 21% 29% 25% 23% 54% 49% 17% 27% 29% 33% 41% 39% 0%10%20%30%40%50%60% Original Content Re-purposed TV content Both AGENCIES Connected TVMobileDesktop / Laptop Figure 9: Type of content used for Digital Video Advertising 15 For both advertisers and agencies, there is consisten
26、cy year on year in terms of the metrics perceived to be uplifted through using both linear TV and digital video together. Brand awareness continues to be the metric that most buy-side players believe is impacted by cross-screening. Effective incremental reach is still deemed to be an important metri
27、c which is uplifted by cross-screen advertising with 45% of buy-side respondents agreeing. But year on year, this figure has declined. This decline is perhaps not surprising as the report highlights that only 5.5% of publishers offer this as a success metric. In this regard, there is a huge opportun
28、ity for the buy-side to better-demonstrate its reach and incremental reach building capability if further in-roads are to be made into the large linear TV budgets. 16 Section 5 Future of Digital Video Advertising Publishers are embracing video formats to support growing user and advertiser demands,
29、attracting more brand spend. The future formats that publishers expect to drive the most revenue in the next 12 months in order are: 71% of publishers expect in-stream to continue to drive the most revenue, followed by 55% in outstream and the final key area of investment growth according to 29% of
30、publishers is vertical video. On the buy-side, 73% of advertisers think interactive video will drive the most revenue in the next 12 months followed by in-stream (55%). Agencies agree with publishers and 74% expect in-stream to drive the most revenue over the next 12 months. Where video is viewed is
31、 shifting. The majority of all stakeholders see future video advertising opportunities in addressable and connected TV viewing with 36% of advertisers citing addressable TV and 18% citing connected TV as key digital video growth areas for the next 12 months. 99% of agencies cite either addressable o
32、r connected TV as the key growth areas. On the sell-side 66% of publishers agreed that the key area of growth will be connected TV advertising. We can expect viewership for AVOD (advertiser based video on demand) to grow, as consumers turn to ad supported content to get their premium viewing fix whi
33、le offsetting cost. Theres more programmatic inventory out there than ever. Brands and agencies need to reach consumers where they are, and right now they are exploring, discovering and narrowing their digital streaming viewing. More than half of advertisers and publishers and a third of agencies al
34、so see digital video growth opportunities in digital OOH advertising. Figure 10: Digital Video Advertising growth areas over the next 12 months 55% 36%36%36% 18%18% 66% 40% 11% 54% 49% 9% 51% 37% 0% 40% 66% 3% Digital OOHAddressable TVAugmented Reality / Virtual Reality Digital AudioConnected TVAI A
35、dvertisersAgenciesPublishers 17 Despite the differing opinion in growth areas, the majority of respondents (88% of publishers; 85% of advertisers; 98% of agencies) agree that digital video investment will continue to grow and expect an increase in their digital video advertising spend or revenue ove
36、r the next 12 months. When looking at their expected spend in linear TV, 77% of advertisers and 70% of agencies expect there to be no change or a decrease. 18 Contributors IAB Europe would like to thank the following contributors who helped to author this Report Falguni Patel, Head of Business Development, Nielsen Maria Shcheglakova, Marketing Director EMEA, PubMatic Phil Sumner, VP insights, Northern Europe, Teads