ebiquity-深入了解媒体碎片化时代的视频广告（英文）-2020.3.pdf

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1、EbiquityReportAcloserlookatvideoadvertisingreachinthe ageofincreasingmediafragmentationMindtheGapExecutivesummaryLastyear,ourreportTVattheTippingPointhighlightedhowfragmentationinviewership,risingprices,anddecliningreachwillpotentiallyerodeTV’slong-establishedROIadvantage.Manypeople

2、–particularlyyoungerviewers–arereplacinglinearTVwithonlinevideo,broadcasterandsubscriptionvideo-on-demandservices.YetTVremainsthego-tomediumto delivermassaudiencesatscaleandquickly.Oneyearon,TVaudienceshaveshrunkmorequicklythanpredictedandthecoveragegapcomparedtopreviousyearshasincr

3、easedfurther.Meanwhile,TVpricesareinflating.Thismakesreachingandengagingmassaudienceswithpowerfulbrandmessagesmoreexpensive andmorechallenging.Intheory,brandscanachieveincrementalreachusingdigitalvideochannels.Butthereisevidencetosuggestthatoncequalityofengagementisfactoredin,online

4、videomaynotbe enoughtoclosethecoveragegap.Brandsmustalsoapproachonlinevideodifferently.WeworkedwithfiveleadingUKadvertiserstomeasurecross-mediareachacross15 campaigns,fusingBARBandAudienceProjectpaneldata.Inthisreportwereviewthedata andfindings,aswellasimplicationsandrecommendations

5、.Transparent,cross-mediameasurementhasneverbeenmoreimportantforbrands,manyof whomneedtoupgradetheirmeasurementmethodologiestobetterunderstandtheirowncoveragegapintheevolvingmediaecosystem.Thisisbecomingincreasinglyimportantasthenatureofvideoadvertisingchangesandasthispaceofchangeacc

6、elerates.PublishedFebruary2020IntroductionFollowingtheadventofcommercialTVlastcentury,Ournewreportfrom2020–MindtheGap–isthemediumquicklybecamethemostefficientfocusedinthreeareas:andcost-effectivewayforadvertiserstoreachmassaudiencesatscale.InFebruary2019,Ebiquity1.Werevisitour2019pr

7、edictionsonshrinkinglinearpublishedastudyintothepresentandfutureofTVaudiencesandmapthemagainstactualadvertisingonTV1.OurTVattheTippingPointcommercialimpactsrecordedfortheyear,byagereportshowedthat,whileTVstillcommandedangroup.Wealsoprojectthesefiguresoutto2025.ROIadvantageofapproxim

8、ately40%overotherme