1、Video Report All Eyes on Digital Video 2 | Video Report All data from Pathmatics Explorer as of 8-19-2020. Historical data for Instagram begins on 4-15-2020. Pathmatics spend estimates are based on our proprietary panel and spend methodology. They may not accurately estimate the spend for any advert

2、iser, and should be used for directional trend analysis. https:/twit- matics?ref_s- rc=tws- rc%5Egoogle%7 Ctwcamp%5Es erp%7Ctwgr%5E author https:/ww- w.linke- compa- ny/path- matics-inc/ All Eyes on Digital Video From streaming wars to 10-minute Quibis, digital video is on everyones minds, especiall

3、y as much of the country enters another month of working (and eating, and exercising, and schooling) from home. With more streaming services than ever, and an abundance of time to watch short and long videos alike, digital advertisers are increasingly turning to video to help reach their audience. B

4、ut which advertisers are owning the digital video space? In our newest report, we look at top players YouTube and Hulu to see how advertisers are utilizing these platforms to reach their audience. Were also flipping the script to take a look at the advertising strategies of newcomers Quibi and Pluto

5、 TV as they work to gain subscribers. Finally, were digging into the ubiquitous TikTok to see how they are building their platform to compete with the likes of Instagram and YouTube. Read on to see our findings. QUIBI The short-form streaming platform Quibi made headlines leading up to its much anti

6、cipated launch in April of 2020. But things quickly went south after the launch as the platform struggled to reach subscriber goals, and began rapidly losing money. A look at Quibis digital advertising patterns exemplifies their pre-launch hype and quick fall from grace. In Q1 of 2020, Quibis pre-la

7、unch strategy included a laser focus on desktop video, allocating around 85% of spend to the platform, over 90% of which was focused on YouTube. Popular ads including the phrase “Ill be there in a Quibi” introduced the new platform in somewhat vague terms, promoting brand awareness and a trial of th

8、e platform. Digital Ad Strategies of Emerging Players in Video Quibi - Pluto TV - Tik Tok 3 | Video Report All data from Pathmatics Explorer as of 8-19-2020. Historical data for Instagram begins on 4-15-2020. Pathmatics spend estimates are based on our proprietary panel and spend methodology. They m

9、ay not accurately estimate the spend for any advertiser, and should be used for directional trend analysis. https:/twit- matics?ref_s- rc=tws- rc%5Egoogle%7 Ctwcamp%5Es erp%7Ctwgr%5E author https:/ww- w.linke- compa- ny/path- matics-inc/ Section 1 Monthly Spend for Quibi $7 M $5 M $3 M $1 M Desktop

10、Display $8.1 M Mobile Display $1 M Mobile Video $968 K Desktop Video $19.5 M Facebook $1.3 M Twitter $364 K Instagram $12 M JanFebMarAprMayJunJul 28% 45% 3% 1% 2% 2% 19% Since launch, spending has been less predictable. In Q2, desktop video spend drops down to zero, along with desktop display spend.

11、 Instagram is the only platform where significant spend continues, and even on this platform, spend is nearly half of what it was on YouTube during Q1. Now, in the midst of Q3, digital spend is slowly climbing again, this time with a focus on promoting specific TV shows. According to Deadline and da

12、ta from Tubular Labs, this strategy spans across both digital and TV, where Quibi has also increased spend beginning in July. Will their new strategy help Quibi weather the second half of 2020? Well be watching. 4 | Video Report All data from Pathmatics Explorer as of 8-19-2020. Historical data for

13、Instagram begins on 4-15-2020. Pathmatics spend estimates are based on our proprietary panel and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis. https:/twit- matics?ref_s- rc=tws- rc%5Egoogle%7 Ctwcamp%5Es erp%7Ctwg

14、r%5E author https:/ww- w.linke- compa- ny/path- matics-inc/ 5 | Video Report All data from Pathmatics Explorer as of 8-19-2020. Historical data for Instagram begins on 4-15-2020. Pathmatics spend estimates are based on our proprietary panel and spend methodology. They may not accurately estimate the

15、 spend for any advertiser, and should be used for directional trend analysis. https:/twit- matics?ref_s- rc=tws- rc%5Egoogle%7 Ctwcamp%5Es erp%7Ctwgr%5E author https:/ww- w.linke- compa- ny/path- matics-inc/ PLUTO TV Pluto TV, the free, live and on-demand streaming service, has actually been around

16、since 2014-though from their ad strategy, you may not know it. Purchased by Viacom in March 2019, the company had little to no digital advertising presence until February of this year, when it placed itself in the center of the streaming wars, launching a new user interface and a distribution deal w

17、ith Verizon. Unlike Quibi, Pluto TV isnt creating original content, so their focus is solely on brand awareness and gaining new subscribers. But, with almost half of their digital budget allocated to desktop display, and creatives that dont entirely stand out, its not completely clear what audience

18、theyre trying to reach with their newly revamped free service. And, while 20% of their budget went to Instagram, Pathmatics Explorer shows only 7 unique creatives on the channel so far this year, suggesting that the channel isnt yet a major focus for the streaming service. Monthly Spend for Pluto TV

19、 $500 K $300 K $100 K Desktop Display $2 M Mobile Display $921 K Mobile Video $18 K Desktop Video $629 K Facebook $186 K Twitter $1 K Instagram $961 K Jan19Apr 19Jul 19Oct 19Jan 20Apr 20Jul 20 20% 19% 13% 4% 43% Well be watching how this free streaming service stacks up against the growing number of

20、 competitors as 2020 continues. Will they work to separate themselves from the pack, or take up a more video-focused strategy in the future? Only time will tell. 6 | Video Report All data from Pathmatics Explorer as of 8-19-2020. Historical data for Instagram begins on 4-15-2020. Pathmatics spend es

21、timates are based on our proprietary panel and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis. https:/twit- matics?ref_s- rc=tws- rc%5Egoogle%7 Ctwcamp%5Es erp%7Ctwgr%5E author https:/ww- w.linke- compa- ny/path- ma

22、tics-inc/ (CBS Interactive) last.fm (CBS Interactive) (CBS Interactive) (CBS Interactive) Rest of Sites 16% 21% 20% 9%7% 6% 5% 4% 4% 4% 3% Top sites for Pluto TV 7 | Video Report All data from Pathmatics Explorer as of 8-19-2020. Historical data for Instagram begins on 4-15-2020. Pathmatics spend es

23、timates are based on our proprietary panel and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis. https:/twit- matics?ref_s- rc=tws- rc%5Egoogle%7 Ctwcamp%5Es erp%7Ctwgr%5E author https:/ww- w.linke- compa- ny/path- ma

24、tics-inc/ TIK TOK Between talks of a Microsoft acquisition and a US ban by President Trump, the short-form video platform and social network Tik Tok has continued to make headlines in the second half of 2020. But even before the recent buzz, the platform has grown steadily over the past four years,

25、amassing over a billion users globally, according to Seeking Alpha. While we dont track ads on the Tik Tok platform (yet), we wanted to know how Tik Tok is getting in front of future app users, and if any of the recent buzz had changed their strategy. Year to date, the platform has spent over $5 Mil

26、lion on digital advertising, utilizing a diverse media mix that strongly favors display, especially beginning in early May when spending on mobile display jumped by 58% from June to July, and still rising in August. The reasoning behind the uptick in mobile display isnt directly clear by their strat

27、egy, which features a diverse list of websites with broad audiences, including news, weather, and recipe sites. Five of the 10 most popular creatives on mobile display are basic banners, similar to the one pictured below. Monthly Spend for TIK TOK $900 K $700 K $500 K $300 K $100 K Desktop Display $

28、841 K Mobile Display $1.8 M Mobile Video $34 K Desktop Video $939 K Facebook $568 K Twitter $30 K Instagram $963 K JanFebMarAprMayJunJul 19% 11% 18% 35% 1% 1% 16% 8 | Video Report All data from Pathmatics Explorer as of 8-19-2020. Historical data for Instagram begins on 4-15-2020. Pathmatics spend e

29、stimates are based on our proprietary panel and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis. https:/twit- matics?ref_s- rc=tws- rc%5Egoogle%7 Ctwcamp%5Es erp%7Ctwgr%5E author https:/ww- w.linke- compa- ny/path- m

30、atics-inc/ (The Weather Channel) (Meredith) (Time, Inc.) Rest of Sites 76% 3%3% 3% 2%2% 2% 2% 1% 1% Top sites for TikTok 9 | Video Report All data from Pathmatics Explorer as of 8-19-2020. Historical data for Instagram begins on 4-15-2020. Pathmatics spend estimates are based on our proprietary pane

31、l and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis. https:/twit- matics?ref_s- rc=tws- rc%5Egoogle%7 Ctwcamp%5Es erp%7Ctwgr%5E author https:/ww- w.linke- compa- ny/path- matics-inc/ Desktop display ads show a bit

32、more purpose, with several top creatives aimed at businesses. We begin seeing TikTok for business ads in May, with messaging urging businesses to “make a comeback,” perhaps alluding to the downtrodden economy and shifting ad budgets for many brands across the US. On Instagram, we do see Tik Tok make

33、 use of their video content. Not surprisingly, we see Instagram ads shutter to a near halt in late June-possibly a nod to the Facebook and Instagram boycotts, and now, more than likely, an acknowledgment of Instagrams “Reels,” which some are calling a TikTok knockoff. If youre having flashbacks to I

34、nstagrams “story” launch and Snapchat similarities, we are too. Well be keeping our eye on TikTok as the brand moves through the rest of 2020. Streaming wars and new video platforms aside, YouTube has become a driving force in the world of digital video, and looks to be here to stay. As such, YouTub

35、e draws big advertisers and big ad dollars, including Apple, who is nowhere to be seen on other top social platforms. Year to date, PayPal, Apple, and Disney make up the top three advertisers on YouTube. 10 | Video Report All data from Pathmatics Explorer as of 8-19-2020. Historical data for Instagr

36、am begins on 4-15-2020. Pathmatics spend estimates are based on our proprietary panel and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis. https:/twit- matics?ref_s- rc=tws- rc%5Egoogle%7 Ctwcamp%5Es erp%7Ctwgr%5E au

37、thor https:/ww- w.linke- compa- ny/path- matics-inc/ YouTube has seen a steady increase in ad dollars from many advertisers, first spawned by stay at home orders that left many consumers with more time at home to engage with video content, and then, fueled by Facebook boycotts in June and July that

38、shifted digital ad budgets. Make new chart from this spreadsheet YouTube tab to show top 10 risers on YouTube during Faceook Boycotts) TOP DIGITAL VIDEO PLATFORMS YouTube - Hulu Section 2 Advertiser PayPal Apple Inc. Disney Procter new electronics on Desktop Noticeably absent on platforms like Faceb

39、ook and Instagram, Apple shows up in full force on YouTube, spending over $100 Million YTD, and nearly doubling spend from Q1 to Q2 as quarantine-ers settled into their new normal, but not really changing their ads all that much-and why should they? That said, there seems to be some difference betwe

40、en how Apple advertises on mobile vs. display, with ads for Apple TV+ seen more frequently on mobile, and ads for Apples signature Mac Books, iPads, etc. seen more frequently on desktop. The strongest push from the brand YTD comes in June, where a flurry of partner ads for the Apple Watch and iPhone

41、 are released with AT&T, TMobile, and Verizon. These new ads were perhaps timed with the release of the iOS, iPad, and Watch updates that dropped at Apples WWDC20 event. The event in late June was streamed on YouTube and promoted heavily on the platform in the three days prior, with about $300k spen

42、t during that period. Like Paypal, Disneys primary offering is already so relevant to the quarantined consumer they havent felt the need to tailor the messaging of their creatives to respond to COVID-19. Each one of the almost 200 video creatives Disney is serving on YouTube focuses on Disney Plus c

43、ontent, including the Mandalorian Star Wars TV series, classic movies like Toy Story and Aladdin, and newer offerings like Onward. DISNEY promotes its streaming platform to a newly captive audience Unlike Paypal, Disney has a primary advertising platform other than YouTube. That role falls to Facebo

44、ok at about 38% of ad spend YTD, though YouTube takes a close second at 35%. Earlier in the year, Disneys investment into Facebook almost doubled that of YouTube. But these numbers are evening, thanks in large part to the Facebook Boycotts in June. Each one of Disneys over 200 unique video ad creati

45、ves shown this quarter promotes its streaming service, Disney Plus. 13 | Video Report All data from Pathmatics Explorer as of 8-19-2020. Historical data for Instagram begins on 4-15-2020. Pathmatics spend estimates are based on our proprietary panel and spend methodology. They may not accurately est

46、imate the spend for any advertiser, and should be used for directional trend analysis. https:/twit- matics?ref_s- rc=tws- rc%5Egoogle%7 Ctwcamp%5Es erp%7Ctwgr%5E author https:/ww- w.linke- compa- ny/path- matics-inc/ (Disney) (Amswers) (Disney) Rest of Sites 35% 10% 8% 4% 38% 2% 2% 1%1% 1%1% Top sit

47、es for Disney Top Advertisers YTD for Hulu Hulu promises potential advertisers that it offers the best access to the cord-cutting generation as the top ad-supported streaming platform. The company also promises that this audiences purchasing intent is more effectively swayed by ads on Hulu compared

48、to ad exposures on other platforms. The streaming giant credits non-disruptive ad timing, interactive ad options, and the GatewayGo ad placement product with its success at reaching streamers. As such, many of Hulus top advertisers are brands we dont see in top 10 lists on Facebook, Instagram, or Yo

49、uTube. 14 | Video Report All data from Pathmatics Explorer as of 8-19-2020. Historical data for Instagram begins on 4-15-2020. Pathmatics spend estimates are based on our proprietary panel and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis. https:/twit- matics?ref_s- rc=tws- rc%5Egoogle%7 Ctwcamp%5Es