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ID:8137675
大小:1.93 MB
页数:28页
时间:2018-03-07
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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
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