Marin-2018年网络广告报告（英文）.docx

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1、THESTATEOFDigitalAdvertising2018KeyFindingsSocialtakesthelead.Nineoutof10respondentsareinvestinginpaidsocialmediain2018,beatingthenextmostpopularchannel(YouTube/GoogleDisplay)byover10percentagepoints.Marketersnowseetheneedtopositionsocialasakeychannelintheironlinecus-tomeracquisitionstrategy.Se

2、archandsocialarethefastestgrowingchannels.Thevastmajorityofadvertisersex-pecttoincreasespendin2018,ledbysocial(70%)andfollowedbysearch(65%).Bridgingsearchandsocialisthetopchallengeforadvertisers.WiththeriseofFacebook,linkingtogethersearchandsocialadvertisingisthemostcitedchallengeforbothsearcha

3、ndsocialadvertisers.Closingtheknowledgegapremainsachallenge.Thesurveyfoundthatmanyadvertisersdon’tfeeltheyhavetheexpertiserequiredtodeliversuccessfulsocialcampaigns,partic-ularlywhenitcomestoattributingROI.Nevertheless,investmentinpaidsocialremainsstrongasadvertisersrecognizetheimportanceofevol

4、vingtheirsocialcapabilitiestomeetchangingconsumerexpectationsandmediahabits.HerecomesAmazon.Themajority(85%)ofrespondentsbelieveAmazonanditsdigitaladvertisingoptionswillimpacttheirbusinessin2018.Conversely,only1in5advertisersviewedthee-commercegiantanditsdigitaladvertisingoptionsasacompetitorth

5、ey’reunlikelytoadvertiseon.Videoisincreasinglyimportantbutcreatesanewsetofchallenges.Brandscannolongerrepurposeexistingvideocontentinaworldofverticalvideo.Thirty-fourpercentofadver-tiserssaidthatcreatingqualitycontentistheirtopchallengewithrespecttovideo.AbouttheReportMarin’sStateofDigitalAdver

6、tisingreportisbasedonaglobalsurveyofover500B2BandB2Cadvertisingprofessionalsacrosstheretail,automotive,travel,andfinancesectors.Theircompaniesrangefrom$40milliontoover$1billioninannualsaleswithanaverageannualdigitaladvertisingspendofmorethan$2.4million.SurveyresultswerecollectedinApril2018.TheC

7、ross-ChannelStateOŽ“SocialtakestheleadasthemostpopularformofdigitaladvertisingFigure1:Whatpaiddigitaladvertisingchannelsdoesyourcompanycurrentlyuse?90%78%76%58%49%46%Searchhaslongbeenconsideredavitaladvertisingchannelforonlineconv