2020年网络视频广告调查报告.pdfVIP

Contents Executive Summary Page 3 Introduction Page 4 Section 1 – Methodology Participants Page 5 Section 2 – Current Adoption Page 6 Section 3 – Objectives Measurement Page 12 Section 4 – Cross-Screen Advertising Page 14 Section 5 – Future of Digital Video Advertising Page 16 Contributors Page 18 2 Executive Summary The Attitudes to Digital Video Advertising Report highlights the following key trends: • Brand building key driver for investment in digital video ads. Nearly 60% of advertisers are investing in digital video to build their brand or gain competitive advantage whilst 40% of agencies invest to tell brand stories. • Digital Video key channel for driving sales and improving ad effectiveness. Advertisers not only see digital video as a secondary touchpoint to TV but also a way to drive sales, whilst both agencies and publishers rely on this secondary touchpoint as a means to achieve scale. • Publishers are embracing video formats to support growing advertiser demands, attracting more brand spend. While in 2018 just over 20% of publishers reported that video advertising represented less than 20% of their inventory, in 2020 over 32% of publishers received 29% of their advertising revenue from digital video. • The share of digital video traded programmatically through Private Marketplaces is growing. In 2020 37% of publishers generated between 20- 40% of the revenue via programmatic direct and