2018年品牌营销人员视频战略报告.docxVIP

Where Are Brand Marketers Taking Their Video Strategy in 2018? + 4 Key Findings 4 Key Findings Few Companies See Themselves at the Leading Edge 4 Leveraging Customer Data Proves More Challenging 5 DMPs Provide an Incomplete Solution 6 Brands Lean on Partners for Video Deployment 7 Marketers Miss Full Potential Oof Audience-Segmented Video Within Limits 10 Facebook, Youtube Dominate Video Ad Spend 11 24 Methodology About the 2017 Survey 1 IntroductionThe Power of VideoMobile Media Still 1 Introduction The Power of Video Mobile Media Still an Afterthought 12 Brand Marketers Embrace Digital Video KPIs 13 Funding is the Gating Factor in Video Advertising Volume 16 Budget and Expertise Limit Adoption of Customized Video 17 Video Advertising Provides Room for Improvement and Success for Many 18 Almost 80% Will Increase Their Video Advertising in 2018 19 Video Ad Efforts Characterized as Early Stage 22 Optimism Abounds for 2018 Video Efforts 23 Introduction For decades, marketers have understood the power of video to communicate ideas and tell stories in a way that has unmatched emotional appeal. Like virtually all non-digital advertising, video was a one-to-many medium that had undergone evolutionary change since the first TV commercials. The explosion in broadband and mobile broadband over the past few years, though, has opened up countless new opportunities that have brought numerous variables. These run the gamut from general customer data integration issues to the unique challenges of customizing video for a wide range of media, formats and audiences. In this white paper, we will examine how leading brand marketers perceive their adoption of video advertising, their beliefs about integrating data, their adoption of KPIs to determine success, and what their plans and expectations are for 2018 regarding the impact of video. Their reactions paint a picture of a rapidly evolving medium—one that is showing signs of success today and which ultimately promises to blend the