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2018视频广告支出研究(英文版)

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Video Ad Spend Study April 2018 Methodology 353 total respondents All interviews conducted online Incentives include cash and sweepstakes entry Timeframe: March 6 –March 16 2018 Sample: Marketer & Agency contacts from The AdvertiserPerceptions Media Decision Maker Database,and third-partydatabases as needed.Qualification: Involved in Digital Video Advertising Decision-Making $1M+ Total Annual Ad Spend Minimum of a modest understanding of the Digital ContentNewFrontsNote: Throughout the report ‘Original Digital Video Content’refers to programming (not advertising) that is professionallyproduced specifically for digital/online consumption.Digital-Primary: Refers to advertisers who use Digital Budgets as the primary source for Digital Video Advertising TV-Primary: Refers to advertisers who use TV Budgetsas theprimary source for Digital Video Advertising Directional Data: Some findings in the presentation couldreflect data with low bases. Video Ad Spend Study April 2018 Respondent profile snap shot Profile of Respondents (353)Total Agency43%Marketer57% Senior (VP+) Job Title52% Mid (Director) Job Title35% Junior Job Title13% Digital video advertisers100% Mobile video advertisers82% TV advertisers73% Advanced TV advertisers66% Total TV-PrimaryDigital Video Budget Source11% Digital-PrimaryDigital Video BudgetSource89% Plan to Attend 2018 NewFronts 68% Automotive sector12% Financial Services sector15% Food & Beverage sector7% Health & Beauty sector7% Household Goods sector16% Retail sector12% Telecom sector7% Video Ad Spend Study April 2018 Key Highlights –Digital Video Landscape Continued Focus on Digital VideoHalf of Advertisers will increase spending on digital video, mobile video, and Advanced TV. On average, Advertisers will spend more than $10 million annually for their brand’s Digital and Mobile Video, a 53%increase from 2016. Two-thirds of advertisers will shift funds from TV budgets to fund their Digital Video advertising. Direct To Consumer Trends Advertisers agree that Original Digital Video is effective for advertising direct to the consumerAs direct to consumervideo sitesproliferate, investment in ODV will grow Nearly 9 in 10 Advertisers agree that: Direct to consumer advertising offers more data with which to track the ad’s impact Advertisers will increasingly bring more advertising functions in-house, advertising direct to the consumer Native Advertising is widely used in ODV advertising Two-thirds of ODV advertisers have spent on Native Advertising opportunities Half have increased their ODV advertising allocation to native YOY Video Ad Spend Study April 2018 Key Highlights –Original Digital Video and theNewFronts OriginalDigital Video Spending & Trends Robust growth: Ad spending on original digital programming has grown by 68% since 2016, driven heavily by Agencies More than 8 in 10 Advertisers indicate that ODV advertising is an essential part of their media buy Perceptual momentum: More than 80% of Video advertisers agree that ODV: …reaches an audience that can’t be reached on TV …allows for more prominent placing and branding Digital Content NewFronts: Impact and Importance Attendance: 67% of video advertisers plan to attend the 2017 NewFrontsQuality of Programming: This year, Advertisers are focusing on the quality of programming to help choose betweenODV brands SpendingThe NewFronts event is poised to capture a full 40% of advertisers original digital video budgets 8 in 10 advertisers agree that their attendance at the 2017 NewFronts resulted in increased spending onOriginal Digital Video content 。。。。。。