应用内广告调查（英文）

A Forrester Consulting Thought Leadership Paper Commissioned By PubMaticJanuary 2019The Move Toward In-App Advertising How And Why Advertisers Are Increasing Their Spend On In-App Inventory Over The Next 12 Months Table Of ContentsExecutive SummaryAdvertising Is Becoming Increasingly Digital, Mobile, And App Focused Advertisers Struggle But Feel That Publishers And Ad Technology Providers Could Ease The Pain Despite Challenges, Marketers Find Value In In-App AdvertisingKey RecommendationsAppendix12 5 7 810ABOUT FORRESTER CONSULTINGForrester Consulting provides independent and objective research-based consulting to help leaders succeed in their organizations. Ranging in scope from a short strategy session to custom projects, Forrester’s Consulting services connect you directly with research analysts who apply expert insight to your specific business challenges. For more information, visit forrester.com/consulting. © 2019, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester®, Technographics®, Forrester Wave, RoleView, TechRadar, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. For additional information, go to forrester.com. [E-41579] Project Director: Rachel Linthwaite, Market Impact ConsultantContributing Research: Forrester’s B2C Marketing research groupExecutive SummaryConsumers downloaded 197 billion apps in 2017. That number is projected to grow to more than 350 billion by 2021.1 Clearly, consumers’ use of app-rich mobile devices to access content and connect with friends and family is skyrocketing. Furthermore, the share of online users who stream ad-supported content on a smartphone or tablet has trended upward over the past three years, while PC viewership is trending slightly downward.2 But have advertisers followed their customers and prospects into these app environments? Or have concerns around inventory volumes and quality controls deterred advertisers away from a potentially useful and lucrative advertising environment? To answer this question, in October 2018, PubMatic commissioned Forrester Consulting to explore how media-buying organizations plan and purchase programmatic in-app advertising generally and video in-app advertising specifically. Forrester conducted an online survey with 336 respondents and four interviews with media-buying and -planning decision makers at brands, agencies, and technology providers in the US, Europe, and Singapore to explore this topic. We found that advertisers are increasing their use of in-app advertising, ending this disconnect and shifting budgets to facilitate consumer connection on the devices and in the environments of their choice.KEY FINDINGS › Media dollars are increasingly being spent on mobile in-app environments. It’s no surprise