巨量引擎短视频广告价值白皮书.pdf

GJ-M,q+ 1 Whi t e pa p e r o n t he V a l ue o f S ho r t V i d e o Ad s of Ocean Eng in e Ab stract GJ-M,q+ 01 Whi t e pa p e r o n t he V a l ue o f S ho r t V i d e o Ad s of Ocean Eng in e Ab stract K,uEs+$GKBUKYK eU5L()P U -MD)H=Bn5:U62T)s9emJBn5:*T)o+- fU!.s%/8OTVBi|+DF2)62P UU GJ-M)P + DK62U)o+62) GJ9ZJ5/KT 0*MCOTV 41q+ KU-MBBOTV+*lvG42UF!-M. J+)F!T)O+p62/$C-M+,qeUCGJo /9ZJ5*T6) Abstract GJ-M,q+ 02 Whi t e pa p e r o n t he V a l ue o f S ho r t V i d e o Ad s of Ocean Eng in e Sp ecial Th an ks TAW(-I/-+BV(cUBB;CUU SXAW 04 05 06 07 08 09 10 11 18 24 29 ,Contents - 9RJ-Z+8KM . J+G (+9ZJ5KM E6Qu+- /;v+ G G -U 6 f6*Ut39RJ-350* -|K+U)O,eU ;%U=)OB(BU )O*TDKU C GJ-M,q+ 03 Whi t e pa p e r o n t he V a l ue o f S ho r t V i d e o Ad s of Ocean Eng in e Ab stract 9RJ-Z+ 8KM 04 0a 5 0 9Z J5 b + 8 K M GJ-M,q+ Whi t e pa p e r o n t he V a l ue o f S ho r t V i d e o Ad s of Ocean Eng in e Whi t e pa p e r o n t he V a l ue o f S ho r t V i d e o Ad s of Ocean Eng in e 05 0a 5 0 9Z J5 b + 8 K M GJ-M,q+ y J+#!+ J E2How Brands Grow3boU J+Up# )OBb) n?G+OUA51U_+BBb(BbM(UCA#LED ( ,-UfD,uUBd)O+UBn5:+ABP ) OU5A ) U Jo,#E5_0= J +G ) f6*Ut39RJ-350*U -|K+U)O,eU =)O(BU )O*TDKU y(+9RJ-KM 0a 0 E Y + 5 Qw u+- 07 0a 0 E Y + 5 GJ-M,q+ Whi t e pa p e r o n t he V a l ue o f S ho r t V i d e o Ad s of Ocean Eng in e 08 0a 0 E Y + 5 0a 0 E Y + 5 GJ-M,q+ Whi t e pa p e r o n t he V a l ue o f S ho r t V i d e o Ad s of Ocean Eng in e .3n+ uF Gd3 k3U.!G,e *T+ G,qUliftU+G ) EOeU2 G3EOD;,-A+4G;o62,e B62 ,e Uv62U$34k34+,-q 2: /4,-qU!D9EM?+ F|(U)/UU F|(=3 F=o!/k3 F=o !-1U F4 Bs s k34 34 Ko;v4 7(k3 3 41=DK O=s7( 34Uk3 4O=_ 03,-.k3 +DK|U/ .DK+ + DK| k34 34 1 09 0a 0 E Y + 5 GJ-M,q+ Whi t e pa p e r o n t he V a l ue o f S ho r t V i d e o Ad s of Ocean Eng in e uF -Mu TA/BOUp* G62T,TeBb4e+ U,Te, e%ULd5_+U 5_KpbU5 V;?D56UEOD,)s.oU 56+ROIdROI+E2BUE0=F;p+s-U8* GeU ROId56 ROI+1.2B)EOI.+U;OTV+F ( M4h*UST8KzUFB-Mw,!GdU!G*Ud#K! nQuestmobile+UGJ-Mp/h ?|UI*l!7)O+K) BnM(U.pA)U$*$?D4G3) _DU2020Q3 APP*+J2MUpL100%U 3DU2020Q3 APP*+J vs 2019Q3 APP*+J2M ET #UQuestmobile iOSCUG/KT(5DoEIKz+=% K%U P DKDF+4,q#,P U5AOTVw?DF ( *UM(!(=.oUM(?D+4bUCOTVBG=+4) 14 0a 0 n 62 T | 3 9Z J5 3 = 0 * 0a 0 n 62 T | 3 9Z J5 3 = 0 * GJ-M,q+ Whi t e pa p e r o n t he V a l ue o f S ho r t V i d e o Ad s of Ocean Eng in e 14 GJ-M!7o+?D(M)UbDJ|4+?DM$ eOTV+1.2B?U GJ-M4+?D(OTV 1.2B?U GJ-M3+?DLms9+?DMU);?$F;eo +4eOTV?D(+2B?U5*O7($De10B) +%UEU91#LED(?3 7bEE#EM)5A!#UE EE#EEOUI4 BbP )DJ|4EE#EEo#LED+pOJ)!7o+GK#M J/)e?D! 7+*lU $ET+5 V2EO+bU*OTVBi|M(?D1q+0 F4UGzB+U;01+3+?D4+ +?DqUUU VG+*/)AqBUD,u,-A GU62?De)O+) uB#OM 3 7 0.5 0.2 3 7 0.9 0.4 3 7 2.4 0.9 1+?D 3+?D OTVz v+?D4 EOD0BA%+?D(U9ZJ5/GKT!DGJ-MC OTVA5G3+?DqU(p?GJ-M(/)P +?D(U IBPM+?D,48UFB-Mw+?DEBk9! 8Ig4UFB-Mwu(:9+?DE!ZU FB-Mw?Du(PU 9d vF3?D!G,44 15 0a 0 n 62 T | 3 9Z J5 3 = 0 * GJ-M,q+ Whi t e pa p e r o n t he V a l ue o f S ho r t V i d e o Ad s of Ocean Eng in e +%Un5s.oU420-60dB10+/8#UE)FD5A4U .*TD*T ) .A)UL5E5 O)88)+P /8+%)K+ p,#e!7o+P vG?DKje) uC Cy-TCT-UOT80!.8vTKb 20-60T 4 10 4 Bf/g /3X53 7 1.5 2.5 53 7 0.8 1.2 3 7 0.8 1.2 3 7 0.8 1.2 3 7 1.3 1.9 3 7 3.3 5.0 1+?D 3+?D M z v+?D4 M(U1+?D3+?D+?DqU 0 n 62 T | 3 9Z J5 3 = 0 * 0a 0 n 62 T | 3 9Z J5 3 = 0 * GJ-M,q+ Whi t e pa p e r o n t he V a l ue o f S ho r t V i d e o Ad s of Ocean Eng in e /3X53 7 1.6 2.7 53 7 0.7 1.3 3 7 0.6 1.1 3 7 0.4 0.7 3 7 0.4 0.8 3 7 0.6 1.1 OTV M 1+?D Tz v+?D4 +)o YB 0+5(UxE0B1b.A+ AbM*E=AU) Kl+?DbUOTVM(F2;F18-40) M(u?D+4G3dOTV+E2B) 9 73bUM(+?DqUec pFE=U) #U,UOTV*PDBF?DUM(* 0 n 62 T | 3 9Z J5 3 = 0 * GJ-M,q+ Whi t e pa p e r o n t he V a l ue o f S ho r t V i d e o Ad s of Ocean Eng in e vGwLUx); TU)4 M(I.T?5r: o U+%UEODO%s(,#,) *l M,$+0U2UU53-M5-Mvk8BJN+ =(U 5LUCzDo+_MBAU0M)oA8UEUBo! TU 5LU=DD0,)UK+K)PEUo0) uE ,*U0|wU gY(Ug*d 4F W|2M 0|2M 22 0a 0 n 62 T | 3 9Z J5 3 = 0 * 0a 0 n 62 T | 3 9Z J5 3 = 0 * GJ-M,q+ Whi t e pa p e r o n t he V a l ue o f S ho r t V i d e o Ad s of Ocean Eng in e #: qI#By-Kj3=VUEMMU -I/4U -UQ. -E xxx? fUQ. EMbUA,E f+xxxU7(OEMU #: qI#By-Kj3=VUEMMU -I/4U MBbUQ.EMbUA,E_O/E O58;Bb+XXX U 8UQ.EMbUA,E$6284+xxxU7(OEMU) y- yMBZ y y8 4yU,U 4yU,U 4yU,U 4yU,U 2.44 0.95 1.50 1.14 3.13 4.89 3.27 3.25 .sv .sv .s5 .s5 0.78 0.81 1.30 1.43 53UEOD2U_D0+A8Uz|a Vp+- fUCJ3C$+ DK=o)qI#EODK#A8-IUe9%+.9|+ (UU9+|MC.M5 GJ-M5 GJ-M5 GJ-M5 GJ-Mv GJ-Mv GJ-Mv GJ-Mv 23 0a 0 n 62 T | 3 9Z J5 3 = 0 * GJ-M,q+ Whi t e pa p e r o n t he V a l ue o f S ho r t V i d e o Ad s of Ocean Eng in e EGDO2MECUt,8#JUty- +J M(vDUGJ9ZJ5/KTEOD-I/?+dM(-MUEOD 3?K#A8-I+=oE2C_U(s+JC fK)P ,- ) M -Mk#JGk9wy t n+Us+JBJU*l.+.+ fBP ) s+J+|Ud|+G2U) K,m,8#Jt y K,m,8#Jt 0.25 0.25 0.0 0.0 0.1 0.1 0.2 0.2 0.3 0.3 0.4 0.4 0.5 0.5 0.6 0.6 0.7 0.7 0.8 0.8 0.9 0.9 1.0 1.0 0.50 0.50 0.75 0.75 1.00 1.00 - ! ! 24 0a 0 n 62 T | 3 9Z J5 3 = 0 * 0a 0 n 62 T | 3 9Z J5 3 = 0 * GJ-M,q+ Whi t e pa p e r o n t he V a l ue o f S ho r t V i d e o Ad s of Ocean Eng in e D0*UPwJT+,8*( ocp|2Us+JUGJ.!_M+y (o(0 4)E=Ul$E2U+ M?e)3M1U1%0(P +JcJi)5Acpz|2U+ s+JU|/+() 5_4bUGJ9ZJ5/GKT(5sb5+3=DU *(5+T+/K#MC*l D!*(5#+*pL+ J5ok +P 340%+*() 410 150 60 90 30 30 20 50 40 70 400 60 70 70 40 40 100 110 120 10 60 40 60 60 50 10 50 10 30 90 420 220 250 100 60 160 240 1140 290 Ji0J-8*:=-I/-=U* G+ e9D+ DKUcpMKM03=U|DK) #U4U6f FB-Mw6!g+ uDC Kantar Worldpanel.O_=OlE= DK;)4s.oUGJ-M )P + DK(),-!_,D0+k34+DK(UGJ C+4DK(|38%U!)P ) 25 0a 0 n 62 T | 3 9Z J5 3 = 0 * GJ-M,q+ Whi t e pa p e r o n t he V a l ue o f S ho r t V i d e o Ad s of Ocean Eng in e Kantar-I/+d.#UEJ5G+ U5A3+HO*TC+5 +K)U64*T)uF!I9JT +DK(UfdE2C_= +4U_3_=+DK=o) JLDCu,8UFB-Mwk.g!T+E! wDC(4* GJ-M3MlK*jk3 138 Bi|TVC_,e0% P I(*j M(i *M(M(% #U2d-4(F1(_);1U$Bn5:JTKDK wJLDC(4* DK(M ?DM Vd 4DK(+G2UU .!BA+DK(+UL5,- AM V!D)M(C3M,-!UN V( V+4DK(#7DDU )P M+?DUM(+ DK(/CsM) #U2d- 4(F1(_);1U$Bn5: 0 n 62 T | 3 9Z J5 3 = 0 * 0a 0 n 62 T | 3 9Z J5 3 = 0 * GJ-M,q+ Whi t e pa p e r o n t he V a l ue o f S ho r t V i d e o Ad s of Ocean Eng in e EGD uFU2O!Eu35Ut;J+CDC #U2d-4(F1(_);1U$Bn5:1+12+) ,-AM VU+ DK(!?DK(!1?D+ DK() 4w6M NDC(4* DK(M 168 282 258 163 149 131 2d-NNlUGJ /J5DK/+J5DK 5 V V V V 27 0a 0 n 62 T | 3 9Z J5 3 = 0 * GJ-M,q+ Whi t e pa p e r o n t he V a l ue o f S ho r t V i d e o Ad s of Ocean Eng in e uFUt340* D+40*Ud /,)+DK(Uk4M3U!(1(P ,- B(400) DKo40*5_+4) /,)DK DK/+4-KjUF!62)#:L+? dM4( 4(Kg44) ,)+?U5H=2+fd4UoE4+,)DK( ;4I+w 3 V! 4;4I+w ! p;pI+w ! 4;4I+w 4W ee 5Y_ B j BW j4kV B7Td j ; BVI VF;lb; k P DK( P ,)DK(,)DK( DK( 0a 0 K NN / DKU;7F+!GD*T*l+J D+8C) #UqI# UD+*+J/ Digitalk U4+J/ TVkUBillion U*l+=o5 V*T UM(*l*+JEP ,#+pvM40U -MM0!z*+J!) F!-M. J+)F!T)O+p62/$C- M+,qeUCGJo/9ZJ5*T6) 5 100 50 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 0 0 K!KU8 GJ-M,q+ 31 Whi t e pa p e r o n t he V a l ue o f S ho r t V i d e o Ad s of Ocean Eng in e Ab stract 31 GJ9ZJ5/KT