1、Q4 2018 The State of Media Contents INTRODUCTION .2 THE RISE OF D2C .3 TV ADVERTISING .7 US Broadcast & Cable TV Ad Rankings .7 US NFL TV Ad Rankings .7 UK TV Ad Rankings .8 TV Social Lift Rankings .9 Seasonal TV Social Lift Rankings .10 DIGITAL ADVERTISING .11 Facebook, Inc. .11 LinkedIn .12 Pinter

2、est .13 Snapchat .13 Twitter .14 CONCLUSION . 15 Meet the Metrics .15 The State of Media Advertising Q4 2018 Page 2 2019 4C Insights, Inc. Introduction The state of the media industry is constantly evolving, and in keeping with these changes, so is the State of Media Report. When 4C started publishi

3、ng these reports, we titled them the State of Social. In 2018, we shifted to the State of Media in order to better capture a full view of the industry, from digital to TV advertising. In 2019, were sticking with the State of Media, but instead of taking a high-level view of industry trends, each qua

4、rter well be digging into a key theme that is impacting the entire industry. To kick off this new view of the State of Media, were focusing on the rise of direct-to-consumer (D2C) brands and the lessons that all marketers can learn and apply to all aspects of their media strategies. Well also still

5、be reporting the digital and TV advertising benchmark data youve come to know and love in our State of Media Reports. This quarters report includes: TV ADVERTISING Using 4Cs proprietary Teletrax TV monitoring technology, we looked at ad occurrences and social lift across national and local televisio

6、n. The total coverage for our Q4 report included 1,200+ channels in the US (including all 210 DMAs) and the UK. DIGITAL ADVERTISING Using a representative sample of brands active on 4C across Facebook, Instagram, Twitter, LinkedIn, Pinterest, and Snapchat, we looked at trends in ad spend, pricing, a

7、nd engagement rates. The total sample for our Q4 report included roughly $350 million in global media spend across 1,000+ brands. The State of Media Advertising Q4 2018 Page 3 2019 4C Insights, Inc. The Rise of D2C If you follow our content, youve probably heard 4Cs mantra for the industry: marketer

8、s need to market the way consumers consume. And while this certainly means that marketers need to create strategies and campaigns that work across platforms and screens, it also means something even more critical: marketers must create a direct relationship between their brand and their customers. A

9、s marketers have been working towards customer- centricity, several consumer-led forces have come together to create a new phenomenon in commerce and marketing: 1. We now live in a world where consumers make choices about brand preferences based not only on product qualities but also on characterist

10、ics of the brand itself. Nearly half of consumers say their brand preferences are based on a connection with the brands identity or core values. 2. Social media platforms have created more opportunities than ever before for direct communication between brands and consumers. In fact, research shows t

11、hat more people follow brands on social media than follow celebrities. 3. Consumers are tired of paying more for products due to factors that are out of their control. The traditional retail model involves a third-party seller, which typically increases a products price, sometimes well beyond what a

12、 consumer may be willing to pay. Enter the direct-to-consumer (D2C) trend. This new segment of brands has turned away from the traditional retail model, cutting out the middleman in order to sell, as the name suggests, directly to consumers. In many cases, D2C brands have further reduced their overh

13、ead by maintaining a digital- only presence, reducing costs for themselves while creating an environment for collecting vast amounts of consumer data. In this new reality, D2C brands are able to provide products to consumers at lower costs but, more importantly, leverage the closed- loop transaction

14、 process for competitive advantage. The State of Media Advertising Q4 2018 Page 4 2019 4C Insights, Inc. Over the past few years, weve seen D2C brands disrupt nearly every industry, from mattresses to razors to fitness. To take a closer look at the consumers engaging with these brands, we used 4C Br

15、and Compass to dig into the audiences of five of the biggest D2C brands. So whats enabling D2C brands to engage with these audiences and disrupt their industries? Its simple: they have data and they arent afraid to use it. By cutting out the middle-man, D2C brands create mutually-beneficial direct r

16、elationships with customers. And because of their digitally-oriented businesses, theyre very comfortable with harnessing this data to reach their consumers effectively across digital channels and screens. “One of the most important advantages D2C brands have is that they are able to learn more about

17、 their consumers with owned data than more traditional brands would without digital data. By owning the transactional relationship, these brands can collect valuable data in-house, and can predict future customers through tools like lookalike audiences,” says 4C Client Success Director, Peter Malile

18、. See Meet the Metrics on page 15. Top PersonaTop ValueTop InterestTop BrandTop CelebrityTop TV Show Rich Provincials Womens Health Advertising & Marketing Citizen Watches Kehlani Restaurant Impossible Living the Dream World Hunger Relief Weightloss Blue Apron Lara Spencer Total Divas Successful Pro

19、fessionals Veterans Causes DIY Crafting Benjamin Moore Joy Cho Basketball Wives The Simple Life Nature Conservation Movies Alien Workshop Rob Dyrdek Bayou Billionaires Public Health in Developing Nations Advertising & Marketing TravelocityBus to Work Carly Fiorina Pawn Stars TOP AUDIENCE PERSONAS AN

20、D INTERESTS FOR LEADING D2C BRANDS The State of Media Advertising Q4 2018 Page 5 2019 4C Insights, Inc. Whats more, D2C brands view marketing as an investment not an expense. As 4C Client Success Director Gregg Heslop notes, “The rise of direct- to-consumer brands continues to disrupt not only the b

21、rands market but the marketing industry. Brands can connect directly with their end consumer without needing the overhead of brick and mortar locations. Instead, they spend those dollars on building their data infrastructure and expanding across multiple platforms.” As D2C brands continue to grow, m

22、any are now expanding their advertising efforts to include non-digital channels like TV, where they can broaden their reach and apply insights to better connect with their audience. In fact, one of 4Cs 2019 predictions is that well see at least two D2C brands enter the list of top 15 TV advertisers

23、this year. Check out the chart below for a comparison of how D2C brands vs incumbents are spending on TV. While D2C brands are shaking up industries and making their mark in the advertising world, incumbent brands certainly arent sitting idly on the sidelines. In order to remain competitive, traditi

24、onal brands are beginning to take a page out of the D2C playbook. Nike, for example, has a long history as a traditional retailer, but is making moves to compete with D2C brands like Allbirds. The brand, which expects to hit $50 billion in sales by 2020, has ramped up its focus on digital platforms

25、like N and a fleet of global apps. The company has even gone so far as to acquire Zodiac, a customer data and analytics company, to beef up its data-driven strategies. Nike also continues to leverage traditional advertising channels like TV, most recently with the revamped “Just Do It” campaign, whi

26、ch sparked conversation and sales around the world. See Meet the Metrics on page 15. RANKED ADVERTISER AD MINUTES NUMBER OF SPOTS CHANGE YoY CATEGORY BRAND COMPARISON AD MINUTES AD SPOTS 1. Wayfair 162326 N/AWalmart 7501,958 2. Uber 132300 663%Chevrolet 2,1854,417 3. Peloton 50107 -35%Planet Fitness

27、 152360 4. Hello Fresh 41115 13%Kroger 49173 5. Jet 2976 N/AWalgreens 340681 6. Plated 2124 -25%Kroger 49173 7. Stitch Fix 1838 16%Macys 5822,020 8. Letgo 1347 -26%eBay 76222 9. Dollar Shave Club 513 254%Gillette 203573 10. Casper 37 -36%Mattress Firm 342892 2018 D2C TV AD RANKINGS The State of Medi

28、a Advertising Q4 2018 Page 6 2019 4C Insights, Inc. Following the lead of D2C brands and evolving brands like Nike, there are a couple strategies incumbent brands can adopt: APPLY DATA TO TV While D2C brands do invest in marketing, the reality is that they dont have the same marketing budgets as inc

29、umbent brands, so they have been forced to look for more efficient, highly-targeted methods for TV and video advertising, like audience-driven scatter buys through Scope by 4C. Incumbent brands can take the same approach. “Its not just about eyeballs anymore, its about the right eyeballs,” says 4C S

30、VP, Sales, Amjad Shehade. “While TV has historically been a channel for reach, direct-to-consumer brands are approaching it more as a direct response channel. The use of data-driven TV strategies and advanced TV solutions are allowing for a fundamental shift in TV, where financial barriers to entry

31、are reduced and a brands return on its investment is much more easily measured.” USE AUDIENCE INSIGHTS While traditional brands may not have access to as much first-party audience data as their D2C competitors, that doesnt mean they cant use data-driven strategies to reach their audiences. Using too

32、ls like 4C Brand Compass, brands can uncover insights about their audiences or their competitors audiences like brands, TV shows, and celebrities that they interact with on digital platforms, causes they care about, and personas they align with. Whether its through strategic acquisitions or the adop

33、tion of cross-channel, data-driven marketing, expect to see all brands making moves to become more consumer-centric in 2019. The State of Media Advertising Q4 2018 Page 7 2019 4C Insights, Inc. RANKED ADVERTISER AD MINS AD SPOTSQoQYoY PREV RANK 1. Geico 9,92619,98319%31%1 2. Liberty Mut. 6,04916,183

34、27%91% 5 3. HUMIRA 4,5164,51910%15% 7 4. Dominos 4,47611,408-7%79% 4 5. Universal Pict. 4,3548,33235%234% 6. Progressive 4,1358,507-33%5% 2 7. T-Mobile 3,8499,27123%15% 8. Verizon 3,1957,623-22%-19% 6 9. Sprint 3,1867,34758%79% 10. 20th Cent. Fox 3,1385,7517%112% CABLE PRIMETIME RANKED ADVERTISER AD

35、 MINS AD SPOTSQoQYoY PREV RANK 1. Chevrolet 7211,48233%105%4 2. Ford 5761,1934%69% 3 3. Toyota 5271,211-9%37% 1 4. Nissan 5061,052-12%105% 2 5. Geico 4509365%28% 5 6. Target 3481,18674%18% 7. Facebook 339759543%N/A 8. McDonalds 32490911%79% 9. Capital One 314651226%1,012% 10. Google 312675674%9% BRO

36、ADCAST PRIMETIME TV Advertising From traditional television to digital platforms, marketers are turning to video formats more and more in order to reach and engage their audiences across screens. In fact, as of Q4, nearly 60% of advertising that runs through 4C includes video assets. To find the bra

37、nds that are advertising the most across broadcast and cable in the US and UK, as well as the top NFL advertisers in the US, we use our Teletrax TV monitoring network. While were seeing D2C brands break into TV advertising, traditional brands still represent the top advertisers in terms of total air

38、ings. Chevrolet and Geico were the top advertisers across broadcast and cable, respectively, in the US in Q4. As for the NFL, where ad time was up consistently year- over-year for each of the top ten advertisers, J.G. Wentworth took the top spot. See Meet the Metrics on page 15. RANKED ADVERTISER AD

39、 MINS AD SPOTS YoY PREV RANK 1. Verizon 217 532 41%4 2. Microsoft 161 344 124% 3 3. Bud Light 152 416 101% 1 4. Progressive 149 297 67% 2 5. Geico 144 295 54% 5 6. Ford 106 217 178% 7. J.G. Wentworth 105 122 219% 8. Toyota 104 242 55% 9. Lexus 100 288 12% 10. Hyundai 89 191 24% NFL FOOTBALL The Stat

40、e of Media Advertising Q4 2018 Page 8 2019 4C Insights, Inc. UK TV Ad Rankings In the UK, grocery chain Argos was the biggest TV advertiser overall, coming in second on both the Free to Air Peak TV and Pay TV rankings. Amazon and Currys PC World took the top spots for Free and Pay TV. RANKED ADVERTI

41、SER AD MINS AD SPOTSQoQYoY PREV RANK 1. Amazon 1,9264,458152%72% 2. Argos 1,9124,279188%18% 3. Tesco 1,4434,148232%68% 4. McDonalds 1,4242,8686%63% 2 5. Dior 1,3142,637774%99% 6. ASDA 1,2943,19447%10% 9 7. Apple 1,1292,16094%7% 8. Morrisons 1,1242,90588%86% 9. Oral-B 1,1032,35431%110% 10 10. M&S 1,0

42、501,880872%72% FREE TO AIR PEAK RANKED ADVERTISER AD MINS AD SPOTSQoQYoY PREV RANK 1. Argos 7,89017,877182%1% 2. Amazon 6,46814,426122%53% 3. Currys PC World 6,40612,44652%47% 6 4. Tesco 4,71413,875169%43% 5. Direct Line 4,6619,335-34%124% 1 6. ASDA 4,53311,33759%1% 7. McDonalds 4,3569,0883%41% 5 8.

43、 Oral-B 4,1678,992-5%16% 4 9. Morrisons 3,98610,656122%81% 10. Dior 3,8367,773710%65% OVERALL RANKED ADVERTISER AD MINS AD SPOTSQoQYoY PREV RANK 1. Currys PC World 9601,85681%42% 4 2. Argos 9082,057317%-20% 3. Amazon 8641,86599%39% 8 4. Tesco 7252,106242%87% 5. McDonalds 6471,37134%64% 6 6. Chanel 6

44、341,235313%30% 7. Amazon Prime 634817574%575% 8. Huawei 6221,207808%2, 121% 9. Compare The Market 6041,532-38%52% 10. Direct Line 5371,078-35%138% 1 PAY TV PEAK See Meet the Metrics on page 15. The State of Media Advertising Q4 2018 Page 9 2019 4C Insights, Inc. TV Social Lift Rankings Consumers don

45、t interact with media in a vacuum, and because of the second-screening phenomenon, TV and digital media have become inextricably linked. Brands with data-driven strategies are mimicking this consumer behavior by using digital audience data to inform TV buys, and vice versa. By combining our proprietary Teletrax TV monitoring data with brand engagements across Facebook and Twitter, we calculate a brands TV Social Lift, or increase in engagement following TV ads. In Q4, Ebay saw the greatest lift in social media engagement on broadcast TV in the US, thanks in par