Warc-2018年全球广告趋势调查报告（英文）

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1、BrandssettoquestionSnapchatandTwitterin2019FAANGbrandshaveincreasedtheirTVspendbymorethan$1billionYouTubeengagementspushGoogleCPCstonewlowOne-quarterofNetflixsubscribersmightleaveifadswereintroducedInthisreport1Mediaanalysis2Keymediaintelligence3LatestWARCresea

2、rchTV’sshareofglobaldisplayadvertisingspendandsuccessfulcampaignbudgetsTV’sreachandshareofdailyvideoconsumptionTV’scontributiontoshort-andlong-termprofitROIBrands’perceptionofTVeffectivenessversustheirspendingintentionsfor2019Consumersentimenttowardsdatacollectio

3、ninreturnforrelevantTVadsBrandssettoquestionSnapchatandTwitterin2019FAANGbrandshaveincreasedtheirTVspendbymorethan$1billionYouTubeengagementspushGoogleCPCstonewlowOne-quarterofNetflixsubscribersmightleaveifadswereintroducedThelatestpractitionersentimenttowardsm

4、arketingbudgetsandtradingconditionsaroundtheworldAdspendprojectionsfromWARC’sConsensusandInternationalAdforecastsResultsfromWARC’sannualsurveyofglobaladvertisingexpenditureNextedition:Mobile1Mediaanalysis10.0%41.9%addressableshareofTVadimpactsby2022TV’sshareofgl

5、obaldisplayadvertisingspend56.4%liveTV’sshareoftotaldailyvideoviewing61.5%62.0%71.0%USconsumersunwillingtohavetheirpersonaldatacollectedformorerelevantTVadvertisingTV’sallocationinsuccessfulhigh-budget($10m+)campaignsproportionoflong-termadvertising-generatedpro

6、fitbyTVLinearTVcontinuestodominateglobaldisplayadspend,butitsshareisfallingNewspapersTVCinemaDesktopinternetMagazinesRadioOutdoorMobileinternet2009201020112012201320142015201620172018(f)Note:Mobileincludestablet.TVexcludeslicensingfees.Newspapers,magazines,TVandr

7、adioexcludedigitaladspend.DataareforWARC’s12key60%50%40%30%20%10%0%MediaAnalysis:TVatacrossroadsLinearTVstilldominatestheglobaldisplayadmarket.Itisestimatedtohaveaccountedforovertwo-fifths(41.9%)ofinvestmentthisyear,afull25.1percentagepoints(pp)aheadofthesecond

8、-largestdisplaymedium,mobileinternet.The$140bninestimatedTVadspendamongWARC’s12keymarketsfor2018representsariseof1.0%from2017and12.9%fromadecadeago.ButTV’sshar