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CMO_2018年网络视频广告调查报告(英文)2018.4_17页

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ENGAGE AT EVERY STAGE: An Investigation of Video ActivationCopyright CMO Council. All Rights Reserved. 20182 EXECUTIVE SUMMARY Introduction Key Findings Best-Practice Leadership Expert Perspective About the CMO Council About ViralGains Partners and Afliates TABLE OF CONTENTS 3 5 11 12 15 15 16 ENGAGE AT EVERY STAGE: An Investigation of Video ActivationCopyright CMO Council. All Rights Reserved. 20183 EXECUTIVE SUMMARY INTRODUCTION Video is ubiquitous in today’s marketing and engagement mix. Cisco estimates that by 2020,online video will make up more than 80 percent of all consumer internet trafc, and thatnumber leaps to 85 percent when looking at the U.S. alone. Online video is also making asignifcant impact on the buyer’s journey, as Google claims that nearly 50 percent of internetusers look for video that is related to a product or service before visiting a store. Adobe further punctuates the importance of video by sharing that shoppers who view videoare 1.81 times more likely to make a purchase than non-video viewers. This drive towardengagement isn’t unique to big, splashy B2C markets. According to a report by Forbes,65 percent of all business executives visit a website after viewing a vendor’s video, and 39percent actually pick up the phone and call the vendor to learn more. That said, advertisers across industries have yet to make the most of digital video’s promise.According to Hubspot, 82 percent of consumers have closed a browser or exited a web pagebecause of an autoplay video ad. Because of Facebook’s settings, some 85 percent of videoson the network are actually viewed without sound,1 and 56 percent of viewers are actuallylikely to skip viewing an online video advertisement altogether.2 Recent headlines have shed light onto signifcant issues around the very measures andmetrics on which advertisers are basing ROI calculations. Facebook alone made no fewerthan six announcements in 2017 about incorrect, inaccurate or incomplete metrics specifc tovideo viewership and placements.While the headlines called attention to the metrics, the defnitions and standards by whichwe mark success have also been called into question. Take the Media Rating Council’s (MRC)standard for viewability, which is currently set at 2 seconds, with 50 percent of the content inview with the sound of. Is this really the ideal standardThere have also been serious questions asked about brand safety as marketers becomeacutely aware of the increasing dangers of privacy incursions, negative adjacencies andofensive targeting campaigns, with video advertising being thrust front and center inongoing programmatic debates. Facebook and Google have spent a great deal of time in thespotlight for examples of hate targeting options, including targeting anti-Semitic audiencesegments, along with explosive revelations about inappropriate data utilization and breachesof both data and trust. 1 Digiday (https://digiday/media/silent-world-facebook-video/) 2 Marketing Land (https://marketingland/study-56-viewers-skip-online-video-ads-46-think-ad-15-seconds-long-88299) ENGAGE AT EVERY STAGE: An Investigation of Video ActivationCopyright CMO Council. All Rights Reserved. 20184 EXECUTIVE SUMMARY All of these issues are emerging in parallel to increasingly loud calls to action beingchampioned by two of the world’s largest consumer brands, Procter & Gamble (P&G) andUnilever. In 2017, P&G’s Chief Brand Ofcer, Marc Pritchard, announced that P&G wouldbe pulling in all contracts and agreements for a hard, performance-based review of everymarketing investment. In early 2018, Keith Weed, Unilever’s Chief Marketing Ofcer, issuedan equally emphatic warning for social media platforms to clean up their act in order to winback the trust of consumers and advertisers alike. Given these challenges, coupled with the fact that many marketers remain unsure as to howto best utilize video creative across digital channels, it’s clear that video advertising requiresa revised strategy that merges data-led intelligence, intentionally created content and anexpectation that video—leveraged across all stages of the buying journey—will deliver deeperadvocacy, connection and accelerated action by the customer.Engage at Every Stage: The CMO Council’s Investigation Into Video To investigate the mounting issues around optimizing online video performance andestablishing new strategies, metrics and opportunities, the CMO Council—in partnership withViralGains—asked marketers how video was (or was not) being utilized across the customerjourney. The research pressed marketers to identify where, how and why video is beingleveraged to spark full-funnel business impact.The CMO Council surveyed a total of 233 senior marketing leaders, 163 of whom are activelyinvesting in digital video advertising. The online survey, felded in the frst quarter of 2018,gathered insights from global marketers across a broad range of industries. What quickly emerged was a tale of two extremes: overwhelming levels of interest andinvestment into digital video advertising matched by marked disconnects between themetrics being applied to defne success for the CMO and the metrics that defne success fora video ad. Without question, marketers are looking ahead, anticipating increased attentionand investment being given to digital video advertising. However, this positive outlook doescome with strings attached—namely a call to action for increased transparency and accuracyin the measures that tie the impact of investment back to the business. 。。。。。。