2018年网络广告回顾报告(英文版).pptx

,The Digital Advertising Stats You Need for,2018,Table of Contents,The U.S. Digital and Programmatic Landscape,Digital Advertising Around the World,Video Native Mobile,Ad Fraud,Machine Learning and AI,Header Bidding,Duopoly,4915232834394348,The U.S.Digital and Programmatic Landscape,4,Total Projected,U.S. Digital Ad SpendDigital Ad Spending (billions) Percent of Total U.S. Ad Spend,$20,$60,$80,$100,$120,$140,35%,40%,45%,50%,55%,$59.82,$71.60,$83.00,$93.75,$105.44,$129.26$117.53,32.70%,36.71%,40.48%$40,43.62%,46.56%,48.94%,51.31%,$0 30%2015201620172018201920202021,Total Spend (Billions),Percent of Total U.S. Ad Spend,4,Source: eMarketer,Some good news: Digital ad spend continues to rise and take up a bigger share of all ad dollars. By 2021, digital ad spendis expected to represent a majority of all U.S. ad spend.,Even better, 2017 saw total programmaticspend increase more and take up a bigger piece of the total digital pie, though growth seems to be levelling off.,Programmatic Digital Ad Spending (billions) Percent of Total Digital Display Ad Spend,Total Projected,U.S. Programmatic Ad Spend (Display),$5,$15,$20,$30,$45,$35,$25,$17.50,$25.48,$32.56,$50 $45.72,73.00%,78.00%,81.50%,83.60%,20152016201720182019,Total Spend (Billions),$10 65.00%$0 60%,65%,70%,80%,75%,$39.10$40 90%,85%,100%,95%,Percent of Total U.S. Digital Display Ad Spend,5,Source: eMarketer,Total viewability for desktop display ads is 53.6%, meaning that nearly half of all display ads purchased are never seen by anyone.,U.S. Desktop Display Viewability Rates by Ad Size,300x1050,160x600,300x600,970x66,970x250,970x90,300x250,728x90,0%,10%,50%,20%,60%,30%,70%,80%,40%In-View Rate,78.10%,54.00%,64.70%,66.80%,53.50%,62.00%,52.90%,49.80%,Ad Size,6,Source: eMarketer,Enhanced banner and custom in-page ads attract the most clicks in the display category.,U.S. Display Ad Click-Through Rates by Format,0.08%,Custom In-Page,0.07%,Image,0.05%,Flash In-Page,0.03%,HTML Banner,0.06%,Rich Media,0.08%,7,Source: eMarketer,Enhanced Banner,Digital Advertising Around the World,9,Of the top five digital ad markets, China is expected to see the most growth in 2018 at 13.9%.,Projected Digital Ad Spend by Country: 2017 vs. 2018,(Markets of $7B and above)20172018,US,China,UK,Japan,Germany,$0,$20,$40,$60,$80,$100,Total Spend (Billions),$86.39,$12.32,$7.73,$44.59$50.76,$14.70$16.17,$13.06,$8.23,$97.16,9,Source: PWC Outlook,$0.00,$1.00,$2.00,$3.00,$5.00,$4.00,$6.00,$7.00,Total Spend (Billions),Digital ad spend in Indonesia is expected to grow a whopping 27.8% in 2018. Other countries expecting substantial growth are Mexico at 17.4%, Russia at 13.8%, and Brazil at 12.8%.,Projected Digital Ad Spend by Country: 2017 vs. 2018,France,Sweden,Denmark,Brazil,Spain,Hong Kong,Canada,Netherlands,Mexico,South Korea,Russia,Switzerland,Australia,Italy,Indonesia,(Markets between $1B and $7B)20172017 + 2018,$6.76,$6.20,$5.24,$4.77$4.20,$2.27,$2.14,$2.09,$2.03,$2.00,$1.86,$1.48,$1.48,$1.28,$1.25$1.23,$5.66,$5.15,$4.57,$2.56,$2.26,$2.38,$2.21$2.22,$2.01,$1.90,$1.67,$1.50,10,Source: PWC Outlook,$1.34,$1.38,While all of these countries had relatively low digital ad spend in 2017, nearly all of them are expecting double- digit growth in 2018. India especially stands out, with an expected 24.0% growth rate in 2018 and a population of over 1 billion potential consumers.,Projected Digital Ad Spend by Country: 2017 vs. 2018,$1.20,$1.00,$0.80,$0.60,$0.40,$0.20,Argentinaa,UAE,Kenya,Norway,Thailand,Chile,Belgium,Saudi Arabia,Peru,India,Philippine,Colombia,Vietnam,Austria,Finland,Nigeria,Taiwan,Ireland,Greece,Czech Republic,Hungary,Egypt,Poland,Izrael,South Africa,Venezuela,New Zealand,Singapore,Romania,Turkey,Malaysia,Portugal,Pakistan,(Markets below $1B)20172017 + 2018,Total Spend (Billions),11,Source: PWC Outlook,2018 Projected Digital Ad Spend Growth by Country,How much will digital ad spend grow this year in each country?,40% 35% 30% 25% 20% 15% 10% 5% 0%,PakistanEgyptIndonesia Philippines Thailand MalaysiaIndia Nigeria VietnamChileSouth AfricaPortugalMexico Venezuela Greece RomaniaUAESaudi ArabiaColombiaArgentinaKenya Peru PolandChina Russia Singapore Ireland Hong KongBrazilIsraelUSSwitzerlandTurkeyCzech RepublicNorwayHungary Sweden New ZealandUKTaiwan Australia Austria NetherlandsFrance Belgium South KoreaCanada Spain Denmark GermanyJapanItalyFinland,12,Source: PWC Outlook,Looking at the broader regional trends, this is the year Asia-Pacific is expected to overtake North America as the worlds leading destination for digital ad dollars.,Source: eMarketer,Projected Digital Ad Spend by Region Through 2021,$160.00,$140.00,$120.00,$100.00,$80.00,$60.00,$40.00,$20.00,$0.00,2015201620172018201920202021,14,Total Spend (Billions),Middle East & Africa,Asia Pacific North America,Western Europe Latin America,Central & Eastern Europe,Video,15,The last two years have seen a huge influx of dollars into the US programmatic video market. Growth is expected to continue, but at a slower pace in 2018 and beyond.,Total Projected U.S. Programmatic Video Ad Spend,Programmatic Digital Video Ad Spending (billions) Percent of Total Digital Video Ad Spending,$0.00,$4.00,$8.00,$12.00,$14.00,$10.00,$3.00,$6.00 $6.42,$9.13,$11.43,$13.43,$2.00 39.00%,60.00%,69.00%,74.00%,76.50%,2015,2016,201720182019,Total Spend (Billions),30%,40%,50%,70%,60%,90%,80%,Percent of Total Digital Video Ad Spend,15,Source: eMarketer,2017 is the year mobile overtook desktop in programmatic video ad spend. The gap is expected to widen further in 2018.,Projected Share of Programmatic Video Ad Spend by Device, 2017 vs. 2018,Mobile,Mobile,Desktop42%,Desktop45%,58%2018,16,Source: eMarketer,55%2017,2017 Video Ad Benchmarks,The completion benchmarks every video advertiser needs to know.,71.33%Completion Rate,61.67%Viewability Rate,70.67%Viewable Completion Rate,17,Source: eMarketer,Publishers and advertisers may want to be weary of mid-roll ads on both desktop and mobile as users are most likely to say they find them interruptive.,Desktop,Mobile,Outstream46%60%,18,Source: eMarketer,Video Ad Formats Users Report as Interruptive(U.S. Internet Users),Cord-cutting:Through 2018 and beyond, people will be watching less broadcast TV and more digital video every year, fleeing broadcast for digital options, includingOver-The-Top (OTT) content via Connected TV (CTV) devices.,2017,2018,2019,2020,2021,Projected U.S. Viewership: Digital video vs. Broadcast TV, 2017-2021Digital Video Viewers Broadcast TV Viewers,$0,$50,$100,$150,$200,$250,Total Spend (Millions),222.7,196.3,228.8,19,Source: eMarketer,234.5,239.4,244.3,192.0,188.3,184.7,181.7,Consequently, as digital video grows, were seeing users spend less and less time per day watching broadcast TV.,Average Time per Day Spent with Video for,1:014:102015,1:104:052016,1:173:582017,1:223:522018,1:263:472019,U.S. Adults:TV vs. Digital Time per day(Hours:Minutes)TVDigital Video,20,Source: eMarketer,With over 168 million users in the U.S. alone, CTV keeps on growing. But which CTV devices are the cord-cutters flocking to?,U.S. CTV Users by Device,$20$10$0,$40,$30,$60,$50,$80,$70,Device Users (Millions),Connected Game Console,Apple TV,Blu-Ray Player,Amazon Fire TV,Google Chromecast,Roku,Smart TV,29.0,35.8,36.9,38.9,62.8,21.3,81.2,21,Source: eMarketer,Native,23,Native ad spend in the US is estimated to reach $28 billion in 2018, a 27.8% percentincrease from 2017.,2018 2017 2016,27.8%,YoY Projected Increase,Total Projected U.S. Native Ad Spend(billions),$,23,Source: eMarketer,2,8,.,2,4,$,2,2,.,0,9,$,1,6,.,2,1,The vast majority of that spend goes to social networks. Native advertising on the open internet what most people probably think of when they think native accounted for just under $3.5 billion in spend.,2017 Share of Total Native Ad Spend: Social Networks vs.All Other Native Display,15.84%All Other Native Ad Spend,84.16%,Native Social Network Spend,24,Source: eMarketer,CTRs for native display ads are 8.8x higher than the average display ad.,0.80%,Native Display,0.09%All Display,Click-Through Rates (CTR): All Display vs. Native Display,25,Source: eMarketer,Native ads have performed particularly well for advertisers in the Pets, Food & Drink, and Family & Parenting brand categories.,Native Ad Click-Through Rates by Brand Category,1.00%,0.80%,0.60%,0.40%,0.20%,0.00%,Pets,Food & Drink,Style & Fashion,CPG,Automotive,Family & Parenting,Home & Garden,Business,Sports,Travel,Finance & Insurance,Education,Health & Fitness,Technology B2C,Entertainment,Technology B2B,1.10%,1.10%,1.00%,0.90%,0.90%,0.90%,0.80%,0.80%,0.70%,0.80%,0.80%,0.70%,0.65%,0.75%,0.65%,0.50%,B2C,B2B,26,Source: eMarketer,Mobile,28,Source: eMarketer,Total Projected U.S. Mobile Programmatic Ad Spend,Programmatic mobile spend in the US continues to rise, and made up 74.1% of all programmaticdisplay spend in 2017.That share is expectedto climb to 77.0% in 2018.,2015,2016,2017,2018,2019,29,$0,$5,$10,$15,$20,$30,$25,$35,Total Spend (Billions),$17.99,$24.14,$30.09,$36.09,$10.68,In-app ads dominate mobile programmatic ad spend. That shouldnt be a surprise considering the average U.S.consumer spends 89% of their time on their smart phone in-app.,Source: Smaato,97%,In-App,3%Mobile Web,U.S. Programmatic Mobile Ad Spend:In-App vs. Mobile Web,30,Display, search, and rich media are the formats driving mobile ad spend.,Search,Display Ads,Rich Media,Online Video Ads,Other (cleassifieds/ email, lead gen),2017 U.S. Mobile Ad Spend by Ad Format,$30.25,$5.96,$25.69,$2.15,$24.28,$0.00,$10.00,$20.00,$30.00,Total Spend (Billions),30,Source: eMarketer,We expect each of those formats to grow in the coming years, especially video, display, and search.,Projected U.S. Mobile Ad Spend by Format, 2017-2021Display,Search,Banner, Rich Media, SponsorshipVideo,Other (Classifieds, Email, Lead Gen),2017,2018,2019,2020,2021,$50,$40,$30,$20,$10,$0,$5.96$2.15,$30.25$25.69$24.28,$7.22$2.71,$36.30$30.75$29.07,$42.36,$36.05$33.79,$8.57$3.60,$9.72$4.21,$47.85,$40.65$38.13,$4.51,$10.84,31,Source: eMarketer,$52.69,$44.81$41.85,U.S. Mobile Display Ad Viewability Rates,32,Source: eMarketer,Performance benchmark: How long are mobile ads in view?,4,7,.,2,0,%,7,.,8,0,%,3,.,9,0,%,In-View Rate (60+ sec) In-View Rate (30+ sec) In-View Rate (15+ sec)In-View Rate (10+ sec) In-View Rate (5+ sec) In-View Rate,1,9,.,6,0,1,4,.,7,0,%,2,8,.,2,0,%,%,Ad Fraud,34,Ad fraud accounted for over $14 billion in lost revenue in 2017. By 2022, that total is expected to rise 214% to $44 billion unless we band together to stop it in its tracks.,Source: Juniper Research,2017,$14.20,!,2022 estimate,$44.00,(billions),Global Estimated Ad Revenue Lost to Fraud,35,When it comes to programmatic, mobile display inventory presents the highest risk of fraud.,Source: Integral Ad Science (Please note: This charts data reflects fraud rates for buyers not using ad fraud prevention technology),Estimated Global Ad Fraud Rates by Format and Transaction Type,36,Programmatic Buys,Direct Buys,Mobile Display,Desktop Video,Mobile Video,Desktop Dislay,12%15%13%2%,10%6%16%4%,Detected Rate of Ad Fraud,Source: CMO Council and Dow Jones,Reasons Senior Marketers Give for Not Buying ProgrammaticFraud is the second-leading reason marketers provide for not buying ads programmatically.,18%,Media buying transparency and accountability,13%,Ad fraud and website traffic verification,9%,Other,7%,7%,Phishing, scams and/or brand hijacking,Social media risksmanagement7%and reputation,Incompatible site content,7%,Budget limitations,7%,Ad misplacement in problem searches/content channels,5%Viewabilityof digital advertising,5%Fake news anddigital media mistrust,37,Source: Forrester and AppsFlyer,6%,Have not responded yet but plan to,31%,We reduced the media budget assigned to mobile web advertising,How Mobile Ad Executives Say Theyre Responding to Ad FraudGiven the heightened fraud risk in mobile programmatic, Forrester asked 250 marketing leaders how theyre fighting back. Many of their responses are applicable across all formats and channels.,32%,Require clarity from vendors on how they combat fraud,25%,We subscribe to a blacklist service,28%,We implement target white lists,38,48%,We use data and analytics tools to understand and measure suspicious patterns for mobilead fraud,43%,Third-party traffic validation technology,32%,Require clarity from vendors on how theycombat fraud,53%,We have assigned fraud-related KPIs to our media buying agency and ad networks,25%,We reduced the media budget assigned to in- app advertising,19%,We aggressively update blacklists,Machine Learning and AI,39,Companies across nearly all industries are expected to rapidly embrace artificial intelligence in 2018and beyond.,Projected WorldwideAI Technology Investment,Source: eMarketer,$28.962021,