IAB Europe：2020年数字视频广告的态度报告（英文版）.pdf

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1、 2 Contents Executive SummaryPage 3 IntroductionPage 4 Section 1 Methodology advertisers are investing an average of 12% in advanced TV in comparison to 29% in linear TV and 23% in digital video advertising. IAB Europe recently released a Connected TV Guide to help planners and buyers of media, acro

2、ss both linear and digital backgrounds, navigate the opportunities that this new living room platform creates for marketers. 29% 0% 0% 30% 37% 17% 23% 29% 12% 0%5%10%15%20%25%30%35%40% Digital Video Linear TV Advanced TV Digital Video Linear TV Advanced TV Digital Video Linear TV Advanced TV Publish

3、ersAgenciesAdvertisers Figure 5: Percentage of advertising investments / revenues in Digital Video, Linear TV and Advanced TV 10 Outstream investments and revenues are increasing 45% of advertisers allocated more than 21% of their video budgets to outstream compared to 36% in 2018/19. 73% of adverti

4、sers allocated more than 21% of their video budgets to in-stream formats in 2020 compared to 77% in 2018/19. Therefore, publisher revenue from outstream inventory has steadily increased over the course of four years from 69% in 2016 to 82% in 2020, and now reached the same percentage of revenue as i

5、n-stream video formats. Brand building, scaling inventory, better targeting and expanding reach key drivers Brand building (58%), competitive advantage (50%) and better targeting / personalisation of video advertising (50%) are the top three drivers for digital video advertising investment amongst a

6、dvertisers. More than half of agencies are driven by expanding the reach of TV campaigns (53%) and reaching audiences at scale (53%). When asked about key drivers for publishers to consider increasing its digital video advertising investment approximately two thirds (63%) of respondents said their p