2018年美国移动视频广告报告.pdf

THE STATE OF MOBILE VIDEO ADVERTISING USA | 2018TABLE OF CONTENTS 1 INTRODUCTION 2 APPROACH AND METHODOLOGY 3 KEY VIDEO INSIGHTS FOR USA 4 THE GROWING MOBILE VIDEO ADVERTISING ECONOMY OF USA 5 A GLOBAL VIEW OF MOBILE VIDEO ADVERTISING 6 REAPING THE REWARDS WITH MOBILE VIDEO ADVERTISING 7 CONSUMER BEHAVIOUR ON MOBILE VIDEO ADS 8 MOBILE VIDEO ADVERTISING IS PROGRAMMATIC-FIRST 9 INSIGHTS TO DOING MOBILE VIDEO RIGHT 10 ABOUT US 2INTRODUCTION Over the past few years, user consumption patterns have undergone significant transformation. People have moved away from desktops and have embraced the ease and convenience of mobile devices. In 2018, mobile ad spending in the US is estimated to reach $70 billion, a 200x increase since 2008 alone! By 2021, this figure is slated to touch $102 billion, a 46% increase over 2018. All in all, by 2021, advertisers and marketers in the US will be allocating approx. 40% of their total media budgets to mobile advertising. As a result, video consumption on various mobile devices has seen an exponential rise, especially on smartphones. Just five years ago, adults in the US spent twice the amount of digital media time on desktop compared to mobile devices. Today, this statistic has almost completely reversed with 1.5x more media time being spent on mobile devices than desktops. This explosion of mobile video consumption has fueled major advancements in mobile video advertising. Todays advertisers demand increased metrics to ensure unprecedented levels of transparency and efficiency in their campaigns. By embracing video that is custom-tailored for the mobile device and also the behavior of a mobile user, advertisers are now able to achieve superior performance that only video can deliver. 3APPROACH AND METHODOLOGY This report explores the popularity and performance of mobile video ads around the world and tailors insights specifically to the North American market. At InMobi, we analyzed data from our network for 2017 (January December). By delving deeper into mobile video consumption patterns worldwide, we were able to glean useful insights for advertisers to leverage to satisfy all types of marketing goals such as: 1. Driving awareness 2. Maximizing traffic to landing page 3. Interactions with a video ad 4. Media performance such as completion rates and Viewability metrics 4METRICS THAT MATTER MOBILE VIDEO ADS VIDEO PLAY RATE = Number of Video plays / Number of Impressions delivered VIDEO COMPLETION RATE = Number of Video Ads Completed / Number of Video Ads Played CLICK-THROUGH-RATE = Number of Clicks / Number of Impressions delivered INDEXED VIDEO CTR = Specific Video CTR / Global Average Video CTR CONVERSION PER MILE = (Number of App Installs / Number of Impressions delivered) * 1000 CTR INDEXED CTR CVM VPR VCR INVALID TRAFFIC RATE = (Impressions delivered to non- human end point/total unfiltered impressions) IVT Rate 51 USA leads with 50% share of video spends and consumption; demand for video grows by 176% The share of time spent inside mobile apps is growing, so is the video viewing time inside apps. As the number of digital video viewers increase by 10% between 2016 2020 to 235.9 million, North America and USA in particular will continue to enjoy rising investments in mobile video advertising to capitalize on the growing demand. In 2017 alone, spends on mobile video ads grew by 150% in the US as video viewing grew by 176% on the InMobi network. 2 94% video viewability rate delivered to US advertisers Brand advertisers across countries can track and measure Viewability around the world to ensure minimal wastage of the budgets. USA ranks #7 with 94% video ad viewability rate as reported by the MOAT dashboard. With a 0.2% invalid traffic rate, brand advertisers can be rest assured that their investment is reaping them high returns. 3 America runs on programmatic 91% of all brand advertiser spends in 2017 occurred on programmatic channels, thanks to its superior efficiency and transparency. Unbelievably, spends on programmatic grew by 136% Y-o-Y in the US, further bolstering the pivotal role of programmatic buying. 4 SDK-level integration delivers better CTRs and assists with Viewability measurement Brand campaigns that ran on SDK-level integrated inventory, enjoy pre-cached videos which enable faster loading creating a highly enjoyable experience for users, delivering 10X higher CTRs compared to the performance of API integrated advertisers. Additionally, it gives advertisers access to Viewability dashboards offering transparency in reporting. 5 Retail, mCommerce and F&B advertisers spend heavily on mobile video The power of sight, sound and motion plays a big role in influencing consumers of their buying decisions. While a picture is worth a thousand words, in todays world, a video is worth a thousand pictures. Hence it comes as no surprise that advertisers across industry verticals are spending on mobile video to stay top of the consumers mind. KEY VIDEO INSIGHTS FOR USA 6THE GROWING MOBILE VIDEO ADVERTISING ECONOMY OF USAQ117 Q217 Q317 Q417 Brand Advertiser Spends on Mobile Video Ads ($) Quarterly Growth in Brand Advertiser Spends on Mobile Video Brand Video Ad Spends 150% 9% 47% 110% VIDEO AD SPENDS EXPLODE: 150% GROWTH IN BRAND ADVERTISER SPENDS ON VIDEO ADS IN USA In 2018, brand advertisers are estimated to spend $7 billion, a 2000x increase since 2008 alone! By 2021, this figure is slated to touch $10.8 billion, a 50% increase over 2018. All in all, by 2021, advertisers and marketers in the US will be allocating approx. 11% of their total mobile advertising to video, up from 1% in 2008. To capitalize on this burgeoning set of digital viewers, brand advertisers in the US have increased their mobile video ad spends to stay ahead of the consumer demand for video. Source: 1 eMarketer, Numbers Based on 2017 data from the InMobi network X% = Positive growth in video ad spend 9GROWING DEMAND FOR VIDEO ADS: 176% GROWTH IN MOBILE VIDEO AD CONSUMPTION IN USA Q117 Q217 Q317 Q417 Mobile Video Ad Consumption (Impressions) Quarterly Growth in Mobile Video Ad Consumption in USA Mobile Video Ad Impressions Rendered 176% Video has become the new favorite form of content consumption for people in the US, especially on their mobile devices. With a 176% Y-o-Y growth in mobile video ad viewership, video ad consumption in the US is exploding and so is the consumption of mobile video ads. Digital video viewers in the US are slated to increase by 82% Y-on-Y to reach 227.5 million in 2018. By 2021, it is expected to further increase by 80%+ Y-o-Y such that there will be 239.2 million digital video viewers in 3 years from today. 1 Source: 1 eMarketer, Digital Video Viewers USA Based on 2017 data from the InMobi network X% = Positive growth in video ad impressions 10 111% 85% 11%A GLOBAL OVERVIEW OF MOBILE VIDEO ADVERTISINGREGIONAL VIDEO LANDSCAPE: NORTH AMERICA LEADS MOBILE VIDEO AD SPENDS WORLDWIDE North America leads the global mobile video ad market with 50% share of all video ad budgets, and witnessed a 150% Y-o-Y growth in brand advertiser spends on video. Based on 2017 data from the InMobi network X% = Positive growth in video ad spend 12 North America APAC SEA Europe Middle East LATAM Africa Brand Advertiser Spends on Mobile Video Ads Brand Advertiser Spends on Mobile Video Ads Across Regions Spends on Mobile Video Ads in 2016 Spends on Mobile Video Ads in 2017 150% 450% 250% 67% 150% 88% 150%REGIONAL VIDEO LANDSCAPE: NORTH AMERICA LEADS MOBILE VIDEO AD CONSUMPTION WORLDWIDE North America is the largest consumer of mobile video ads, accounting for 44% share of all video ad impressions. Moreover, with a 180% Y-o-Y increase in video ad consumption via mobile devices, the demand for video ads is only expected to grow further. Interestingly, video viewing is skewed heavily towards apps with US adults spending over 20 minutes daily in apps vs. 11 minutes per day on mobile web. Based on 2017 data from the InMobi network X% = Positive growth in video ad spend 13 North America APAC SEA Europe Middle East LATAM Africa Mobile Video Ad Impressions Rendered Shifting Mobile Video Ad Consumption Around the World Mobile Video Ad Consumption in 2016 Mobile Video Ad Consumption in 2017 180% 375% 230% 78% 140% 92% 430%TOP VIDEO AD SPENDERS: USA TOPS THE WORLD IN MOBILE VIDEO AD SPENDS USA is the biggest brand market for advertisers the world over. It attracts the largest share i.e. 49% of advertiser spends on mobile video. With digital video viewership and demand for mobile video ad on the upswing, brand advertisers will continue to increase their spending on video to capitalize on the growing demand. based on 2017 data from the InMobi network 14 49% 13% 6% 5% 4% 3% 3% 3% 2% 2% USA Australia Indonesia Germany China United Kingdom Japan India Singapore Vietnam Brand Advertiser Spends on Mobile Video Ads Top 10 Mobile Video Advertising Markets by Ad Spends Mobile Video Ad Spends in 2016 Mobile Video Ad Spends in 2017TOP VIDEO AD CONSUMERS: USA LEADS THE WORLD IN MOBILE VIDEO AD CONSUMPTION It is no surprise that USA leads the world in mobile video ads consumed with 42% share, measured by the number of impressions rendered on the users screen. With a Y-o-Y growth of 382%, Chinese brand advertisers are aggressively investing in video advertising to effectively reach their audiences. Based on 2017 data from the InMobi network 9 42% 17% 9% 8% 5% 5% 3% 3% 2% 2% USA India China Indonesia Australia Vietnam Germany United Kingdom Japan Malaysia Mobile Video Ad Impressions Rendered Top 10 Mobile Video Ad Consumer Markets Mobile Video Ads Consumed in 2016 Mobile Video Ads Consumed in 2017GROWING NATIONS OF VIDEO ADVERTISING: SOUTH KOREA RECORDED THE HIGHEST GROWTH IN MOBILE VIDEO AD SPENDS South Korea, by far recorded the highest Y-o-Y growth of 1000% in mobile video advertising, making it one of the south after destinations for video advertising Based on 2017 data from the InMobi network X% = Positive growth in video ad spend 13 1115% 924% 556% 480% 472% 350% 349% 311% 230% 212% South Korea Japan Russia India Australia Philippines China Indonesia Vietnam UAE Y-o-Y Growth in Brand Advertiser Spends on Mobile Video Ads Countries Leading the Growth in Brand Advertiser Spends in Mobile Video AdsGROWING CONSUMERS OF VIDEO ADS: SOUTH KOREA LEADS GROWTH IN CONSUMPTION OF MOBILE VIDEO AD South Korea, by far recorded the highest Y-o-Y growth of 792% in consumption of mobile video ads. Based on 2017 data from the InMobi network X% = Positive growth in video ad spend 14 1000% 792% 502% 456% 449% 429% 382% 348% 265% 216% India South Korea Russia Japan Australia Philippines China Canada Indonesia Vietnam Y-o-Y Growth in Mobile Video Ad Impressions Countries Leading the Growth in Mobile Video Ad ConsumptionREAPING THE REWARDS WITH MOBILE VIDEO ADVERTISINGVIDEO ADS DRIVE HIGHER USER ENGAGEMENT 3X CTR OVER BANNER 31 100 Banner Ads Video Ads Engagement, as measured by CTR. Video Indexed CTR = (CTR/Global Average Video CTR)*100. The Global average CTR Index = 100. Based on 2017 data from the InMobi network Video ads are the most valuable channel at the available to advertisers today. It not only allows for superior storytelling but the interactivity of video ads ensures a higher user engagement delivering above average CTRs compared to Banner Ads. 13 40 100 Interstitial Video Ads 42 100 Native Video Ads 3X CTR OVER INTERSTITIAL 2X CTR OVER NATIVEADVERTISERS ENJOY HIGHER RETURNS WITH SDK-LEVEL INTEGRATION Engagement measured as CTR. Indexed CTR = (CTR/Global Average Video CTR)*100. Global Average Video CTR Index = 100 Integration types can be SDK, API and Native in-app video. Based on 2017 data from the InMobi network 91 54 SDK-Level Integration API Integration Indexed Video CTR for Brand Advertisers across Integration Types Indexed CTR A native in-app mobile video is a mobile-first video ad format that leverages the native video player of the device to deliver video ads. Such a format runs on SDK inventory where video ads are pre-cached hence reducing video ad-load speeds. Hence it creates a buffer-free user experience, while boasting of higher user engagement and completion rates for brand advertisers. Moreover, with an SDK integration, there is zero chance of fraudulent reporting. Advertisers are able to deliver a superior user experience thus attracting 70% higher CTRs when using SDK integrated inventory compared to API-integrated ones. 17 94% 6% SDK Inventory API Inventory Share of Brand Advertiser Spend on Video across Integration Types Share of Advertiser SpendUSA VIEWABILITY METRICS Viewability Metrics InMobi Score MOAT Benchmark Average Human and Viewable Rate 93.84% 49.20% Average IVT Rate 0.2% 0.30% AVOC Rate 23.12% 24.70% MOAT Video Score 54 50 The arrival of MRCs Viewability Guidelines* provided a single globally accepted definition for mobile video Viewability. As Viewability of ad impressions takes center stage, brand advertisers must demand MRC- compliant metrics for their ad campaigns. Third party verification measurement partners such as MOAT are incorporated directly into InMobis SDK resulting in cleaner metrics and the option to optimize the campaign on Viewability metrics. InMobis DMVR approach delivers 2x better than the MOAT Viewability benchmark for November 2017. Additionally, only 0.2% of the traffic is invalid against the MOAT benchmark of 0.3%, thus delivering superior efficiency for advertising dollars spent. *MRC Mobile Viewable Ad impression Measurement Guidelines, 2016 Based on MOAT dashboard data for November 2017 19USA BOASTS OF 94% VIEWABILITY RATE FOR VIDEO ADS DELIVERED IN 2017 99% 98% 98% 98% 96% 94% 94% 93% 93% 93% Singapore Germany France Vietnam Kuwait Cambodia USA Saudi Arabia Spain UK Viewability Rate across Countries Viewability Rate MOATs Viewability Benchmark Q317 = 49.2% Viewability rate for mobile video ads is 2x MOATs latest benchmark, delivering 90% across countries. USA boasts of 94% viewability rate for all video ads delivered in 2017. Brand advertisers across countries can track and measure Viewability around the world to ensure minimal wastage of the budgets. 22 Based on MOAT dashboard data for November 2017CONSUMER BEHAVIOUR ON MOBILE VIDEO ADSRETAIL & F&B INVEST HEAVILY IN MOBILE VIDEO ADVERTISING Retail, 38% F&B, 11% Finance, 9% Travel, 8% Music & Entertainment, 7% Technology, 5% Auto, 5% TOP BRAND ADVERTISER CATEGORIES SPENDING ON MOBILE VIDEO ADS Video Ads Consumed = Share of Video ad impressions rendered Based on 2017 data from the InMobi network Given the superior performance delivered by mobile video ads, advertisers across verticals are investing in video advertising on mobile. Advertisers from the Retail and F&B vertical rank #1 and #2 in their spends on mobile video ads with a share of 3