2019全球数字广告趋势报告(英文版).pptx

,2019,GLOBAL DIGITALAD TRENDS,Innovation is a constant force driving the evolution of the digital media ecosystem. Digital channels are expected to provide nearly all incremental spend flowing into global ad budgets through 2020, and programmatic will account for most of that growth. Publishers and media buyers must understand the nuances and key trends impacting the market in order to capitalize on the vast opportunities available.,In such a fast-evolving industry, reliable data is the foundation of good business decisions. We have put together a compilation of key metrics, charts and insights to inform your 2019 strategies. This guide includes global advertising forecasts, growth trends for emerging and evolving formats, trends in header bidding, fraud protection, and more!,TABLE OF C ONTENT US DIGITAL & PROGRAMMATIC MARKET 2 GLOBAL DIGITAL & PROGRAMMATIC MARKET 9 MOBILE ADVERTISING 17 VIDEO ADVERTISING 24 PRIVATE MARKETPLACES 32 HEADER BIDDING 37 INVENTORY & AD QUALITY 42,US DIGITAL & PROGRAMMATIC MARKET, 2018 P UB MAT I C, I N C. ALL R I GHT S RE SER VED,2019 G L O B AL D I G I TAL AD TREND S / 2,PROJECTED ADREVENUE GROWTHIN NORTH AMERICA, BY MEDIA TYPE,Digital media will account for nearly all advertising growth momentum in 2019.Following a positive growth year, boosted by the World Cup and the midterm elections, Local TV is expected to experience double digit declines in 2019. Out of home is the only traditional media type forecasted to grow next year.,0.2%,-3.5%,9.9%,-14.7%,15%,11.3%,-16.9%-17.8%,-3.8%-4.2%,1.9%2.5%,NAT I ONAL T V (I NC. CE),LOCAL T V (I NC. CE),D I GI TAL,P R INT,RADIO,OUT OF HOME,2019,2018,Source: Magna Global,PROJECTED US DIGITAL AD SPEND,Digital ad spend growth remains strong in the US, where over half of total media ad spend will be devoted to digital in 2019. That share is projected to rise to nearly two-thirds by 2022.,Source: eMarketer,$187.88,$172.39,$156.74,$132.32,$111.14,55.0%49.7%,59.6%,62.4%,64.9%,2018,20192020Digital ad spend,20212022% of total media ad spend,Billions,$200,$150,$100,$50,$0,PROJECTED US DIGITAL DISPLAY AD SPEND,The share of digital spend allocated to display advertising is expected to remain flat over the next four years.However, as digital advertising as a whole rises, display ad spend isprojected to nearly double in the US between 2018-2022.,Source: eMarketer,$97.18,$88.46,$79.85,$67.87,$57.42,51.7%,51.3%,50.9%,51.3%,51.7%,2018,20192020Digital display ad spend,20212022% of total digital ad spend,Billions,$100,$75,$50,$25,$0,PROJECTED SHARE OF US DIGITAL DISPLAY AD SPEND, BY PURCHASE METHOD,Already the norm for digital display ad spend in the US, programmatic transactions will gain further marketshare as automation innovation continues to expand into new environments including in-app and video.,P R OGRAMMAT I C 201984.5%,NON- P R OGRAMMAT I C 201915.5%201817.5%,201882.5%,Source: eMarketer,PROJECTED SHARE OF US PROGRAMMATIC DIGITAL DISPLAY AD SPEND, BY DEVICE,Mobile growth will outpace thatof desktop to represent two-thirds of programmatic transactions in the US come 2019.,Source: eMarketer,DESK T OP 201934%,MOBILE 201966%,LEADING PRIORITIES OF US COMPANIES MEDIA SPENDINGOVER THE NEXT YEAR,Efficiency, measurement and attribution represent the leading priorities for US media buyers in 2019. Publishers and technology vendors alike can provide valuable tools and insights to support the continuation of advertising budget flows toward digital channels.,53.3%,Increase efficiency,42.0%,31.1%,Improving ad viewability levels34.7%Establishing effective benchmarks in measuring campaign success,16.6%,40.8%,Effective allocations of resources,% of Respondents, November 2018,0.2%,Other,1.6%,No top priorities,Demonstrating that marketing strategy aligns with business objectives,23.6%,Gaining full transparency of campaign performance,16.1%,Ensuring that all ad campaign run in brand-safe environmentsLinking digital media with offline,Source: Xaxis,GLOBAL DIGITAL& PROGRAMMATIC MARKET,Digital display formats, including video, will contribute over half of incremental ad spend dollars projected for the 2017-2020 period. Display will represent over half of digital ad spend by 2019.,Digital as a whole will provide nearly all the projected growth for the global advertising market through 2020.,PROJECTED AD SPEND GROWTH WORLDWIDE, BY MEDIA TYPE/FORMAT, 2017-2020,Internet Display,Internet Paid Search,Internet Classified,Outdoor,Television,Source: Zenith,$44.30,$22.40,$3.90$3.00,$6.80,Billions,PROJECTED WORLDWIDEDIGITAL AD SPEND,Global digital ad spend growth rates remain strong. By 2020, digital advertising will represent that majority of total media ad spend worldwide.,Source: eMarketer,$457.85,$420.15,$380.40,$327.28,$279.56,44.6%,48.5%,52.2%,54.5%,56.4%,20182019Digital media ad spend,2020,20212022% of total media ad spend,Billions,$500,$400,$200,$100,$0,$300,TOP 5 DIGITAL AD SPEND MARKETS WORLDWIDE,$ billions and % YOY changeChina and the US are the only markets with over $10 billion in digital ad spend projected to grow at double-digit rates in 2019, expanding their lead as the largest digital ad markets in the world.,So,urce: Pricew,aterhouseCoopers; PubMatic calculations,$110.99,$99.82,US,Billions,$120,$80,$60,$0,$100,2018,2019,$60.81,$53.42,CHINA,$16.72,$15.47,UK,$13.71,$13.00,JAPAN,$8.35$8.82GERMANY,$40,$20,+11%YOY CHANGE,+14%,YOY CHANGE,+8%,YOY CHANGE,+5%,YOY CHANGE,+6%,YOY CHANGE,MAJOR DIGITAL AD SPEND MARKETS WORLDWIDE,Source: PricewaterhouseCoopers, eMarketer; PubMatic calculations,$ billions and % YOY changeIndonesia is the fastest-growing digital advertising market in the world, followed by India. Both are home to large populations of increasingly digital and mobile users.,Billions,$8$7$6$5$4$3$2$1$0,+8%,AUSTRALIA,SOUTH KOREA,CANADA,+7%+8%+8%,FRANCE,RUSSIA,ITALY,BRAZIL,NETHERLANDS,SWEDEN,SPAIN,INDONESIA,SWITZERLAND,MEXICO,DENMARK,INDIA,NORWAY,ARGENTINA,AUSTRIA,NEW ZEALAND,HONG KONG,IRELAND,+19%+9%+13%+10%+11%+8%+26%+9%+15%+7%+20%+9%+13%+5%+7%+11%+11%+15%,THAILAND,2018,2019,PROJECTEDPROGRAMMATIC AD SPEND,WORLDWIDE,Programmatic transactions will represent more than two-thirds of digital display ad spend around the globe in 2019.,Source: Zenith,Programmatic ad spend,$84.85,$71.46,$57.52,$44.61,$31.28,58.8%,45.1%,52.9%,64.2%,2015,2016,201720182019% of digital display ad spend,Billions,$100,$80,$40,$20,$0,$60,67.5%,TOP 5 PROGRAMMATIC* DIGITAL AD SPEND MARKETS WORLDWIDE,$ billions and % YOY changeDouble-digit YOY growth rates remain the norm among the largest programmatic advertising markets in the world. China, Japan and Australia stand out, however, underlining revenue growth opportunities for APAC publishers prepared to offer inventory through automation technology next year.,$18.02,$15.92,U S,Billions,$20,$16,$12,$0,2018,2019,$5.72,$4.62,CHINA,$2.68,$2.22,JAPAN,$2.54,$2.20,UK,$1.33,$1.14,AUSTRALIA,$8,$4,+13%,YOY CHANGE,+24%,YOY CHANGE,+21%YOY CHANGE,+15%YOY CHANGE,+17%,YOY CHANGE,Source: Magna Global; PubMatic calculations,*excludes search and social media,MAJOR PROGRAMMATIC* DIGITAL AD SPEND MARKETS WORLDWIDE,$ millions and % YOY changeIndonesia, India and Brazil will be the fastest-growing programmatic digital ad markets in annual terms in 2019. Brazil will become only the seventh programmatic market to reach a billion-dollar valuation next year.,$1,400$1,200$1,000$800$600$400$200$0,+19%,GERMANY,+45%,BRAZIL,+26%,FRANCE,+19%,ITALY,+9%,CANADA,+9%,NETHERLANDS,+89%,INDONESIA,+36%,ARGENTINA,+23%,SPAIN,+12%,SWEDEN,+47%,INDIA,+20%,MEXICO,+40%,HONG KONG SAR,+14%,RUSSIA,+33%,KOREA,+14%,DENMARK,+10%,CZECH REPUBLIC,+11%,NORWAY,2018,2019,Source: Magna Global; PubMatic calculations*excludes search and social media,Millions,MOBILE ADVERTISING,PROJECTED MOBILE AD SPEND WORLDWIDE,Mobile advertising will surpass $200 billion worldwide in 2019. Growth rates will remain in double-digit territory through 2022, at which point mobile is projected to represent more than three- quarters of global digital ad spend.,Source: eMarketer,% of digital ad spend,Mobile ad spend,$354.79,$318.53,$279.47,$232.34,$189.02,71.0%67.6%,73.5%,75.8%,77.5%,2018,2019,2020,2021,2022,Billions,$400,$200,$100,$0,$300,TOP 5 MOBILE AD SPEND MARKETS WORLDWIDE,$ billions and % YOY changeUS mobile ad spend will expand most in absolute terms, raising the value of the US market by more than $11 billion in 2019 compared to a year prior. China is expected to experience the largest growth as a percentage of spend among the five largest mobile advertising markets.,Source: PricewaterhouseCoopers; PubMatic calculations,$72.51,$61.30,S,U,Billions,$80,$40,$20,$0,$60,2018,2019,$37.27,$30.00,CHINA,$9.03,$7.78,UK,$7.00,$6.36,JAPAN,$3.13,AUSTRALIA,+18%,YOY CHANGE,+24%YOY CHANGE,+16%,YOY CHANGE,+10%,YOY CHANGE,+19%,YOY CHANGE$3.72,MAJOR MOBILE AD SPEND MARKETS WORLDWIDE,$ millions and % YOY changeIndonesia and Russia are expected to experience the fastest mobile advertising growth in 2019, with each market rising 34% year over year. Additionally, Russia, Germany, Mexico, and Canada are projected to surpass $1 billion in mobile ad spend for the first time in 2019.,$3,500$3,000$2,500$2,000$1,500$1,000$500$0,+19%,FRANCE,+8%,SOUTH KOREA,+19%,ITALY,+34%,INDONESIA,+24%,BRAZIL,+34%,RUSSIA,+19%,GERMANY,+17%,MEXICO,+18%,CANADA,+32%,SWEDEN,+23%,NETHERLANDS,+27%,INDIA,+18%,ARGENTINA,+14%,DENMARK,+24%,NORWAY,SPAIN+14%,2018,2019,Millions,Source: PricewaterhouseCoopers; PubMatic calculations,MOBILE INTERNET USERS WORLDWIDE,Mobile internet uptake has reached critical mass among consumers, with over 85 percent of internet users accessing the web via handheld devices. This provides advertisers and publishers alike with a strong incentive to increase investment in mobile strategies.,Source: eMarketer,% of internet users,3.71,3.57,3.41,3.23,3.04,84.6%,86.2%,87.6%,88.8%,89.5%,2018,20192020Mobile internet users,2021,2022,Billions,4,2,1,0,3,MOBILE WEB VS. IN-APPMobile internet uptake among consumers is increasingly driven by apps, where users spend considerably more time per day. For advertisers and publishers, apps are a fundamentally different environment that brings new challenges and opportunities to the fore.,Source: Smaato,IN-APP,AP P,MOBILE WEB, ,TR ACKING ME THOD AVAIL ABLE USER DATAAD BLOCKING AVER AGE DAILY USAGE,PROJECTED SHARE OF US MOBILE AD SPEND, BY PLATFORM,In-app environments are driving mobile ad spend growth to approach$80 billion in the US in 2019. More than eight-in-ten mobile ad dollars in the US will be allocated to in-app advertising next year.,Similar estimates are not yet available worldwide, but growing app adoption among global consumers is likely to spur in-app ad spend around the globe next year. In Q2 2018 alone, nearly 30 billion,apps were downloaded worldwide.*,MOBILE WEB 2019,17.4%,IN-AP P 201982.6%,201819.1%,201880.9%,Source: eMarketer; *App Annie,VIDEO ADVERTISING,PROJECTED DIGITAL VIDEO AD SPEND WORLDWIDE,Video is expected to remain a key driver of advertising expenditures on display, projected to represent nearly two-thirds of non-social display ad spend next year.,Source: Zenith; PubMatic calculations,$43.23,$37.46,$31.97,$26.82,53.1%,59.0%,62.9%,66.6%,20172018VIdeo display ad spend,20192020% of total non-social display,Billions,$50,$20,$10,$0,$40,$30,PROJECTED DIGITAL VIDEO AD SPEND WORLDWIDE,BY PLATFORM,Global video ad spend is quickly shifting toward mobile with the share of handheld devices rising from half to more than 70% in four years.,Source: Cowen and Company; PubMatic calculations,46.5%,$37.45,2018,40.0%,60.0%53.5%,$48.17,34.9%,65.1%,$59.26,31.5%,68.5%,$70.66,2021,28.8%,71.2%,$82.41,2022,20192020Desktop (% of total),Mobile (% of total),Billions,$100,$40,$20,$0,$80,$60,DIGITAL VIDEO METRICS WORLDWIDEAlthough mobile video ad spend has gained a strong footing, representing the majority of digital video spend, the portion of video ad budgets allocated to handheld devices still trails mobiles penetration of digital video viewership globally.,Source: eMarketer, Cowen and Company; PubMatic calculations,Video ad spend ($ billions),2018,2019,2018,2019,DESKTOP,MOBILE,$17.4,$19.3,$20.0,$28.9,% YOY change,16%,11%,54%,44%,% share of digital video ad spend, by device,47%,40%,53%,60%,Viewership (billions),0.51,0.49,1.87,2.04,% YOY change,-4%,-4%,12%,9%,% penetration of digital video viewers,21%,19%,78%,81%,MOBILE VIDEO AD SPEND INTENT IN THE NEXT,Nearly 60% of digital ad budgets were allocated to video, totaling more than $10 billion in 2018. Although desktop video ad budget allocation remains strong, positive advertiser sentiment toward mobile platforms should fuel further growth for the coveted format via handheld devices.,