2018年品牌营销视频广告投放报告

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1、WhereAreBrandMarketersTakingTheirVideoStrategyin2018?+TableofContentsMobileMediaStill1anAfterthought...........................12BrandMarketersEmbraceDigitalIntroductionVideoKPIs.....................................13FundingistheGatingFactorinThePowerofVideoVideoAdvertisi

2、ngVolume.......16BudgetandExpertiseLimitAdoptionofCustomizedVideo.......................174VideoAdvertisingProvidesRoomforImprovementandKeyFindingsSuccessforMany........................18Almost80%WillIncreaseTheirVideoAdvertisingin2018........19FewCompaniesSeeThemselvesat

3、theLeadingEdge.....................4VideoAdEfortsCharacterizedasEarlyStage.............................22LeveragingCustomerDataProvesMoreChallenging...........5OptimismAboundsfor2018VideoEforts................................23DMPsProvideanIncompleteSolution..............

4、.......6BrandsLeanonPartnersforVideoDeployment........................724MarketersMissFullPotentialOofAudience-SegmentedVideoWithinLimits.................................10MethodologyFacebook,YoutubeDominateVideoAdSpend..........................11Aboutthe2017SurveyIntrodu

5、ctionFordecades,marketershaveunderstoodthepowerofvideotocommunicateideasandtellstoriesinawaythathasunmatchedemotionalappeal.Likevirtuallyallnon-digitaladvertising,videowasaone-to-manymediumthathadundergoneevolutionarychangesincethefirstTVcommercials.Theexplosioninbroadband

6、andmobilebroadbandoverthepastfewyears,though,hasopenedupcountlessnewopportunitiesthathavebroughtnumerousvariables.Theserunthegamutfromgeneralcustomerdataintegrationissuestotheuniquechallengesofcustomizingvideoforawiderangeofmedia,formatsandaudiences.Inthiswhitepaper,wewil

7、lexaminehowleadingbrandmarketersperceivetheiradoptionofvideoadvertising,theirbeliefsaboutintegratingdata,theiradoptionofKPIstodeterminesuccess,andwhattheirplansandexpectationsarefor2018regardingtheimpactofvideo.Theirreactionspaintapictureofarapidlyevolvingmedium—onethatis

8、showingsignsofsuccesstodayandwhichultimatelypromisestoblendtheartofengagingvideowiththescienceof