2018年网络视频广告调查报告(英文)

EXECUTIVE SUMMARY APRIL 2018An Investigation of Video ActivationENGAGE AT EVERY STAGE: An Investigation of Video Activation© Copyright CMO Council. All Rights Reserved. 20182EXECUTIVE SUMMARYIntroductionKey FindingsBest-Practice LeadershipExpert PerspectiveAbout the CMO CouncilAbout ViralGainsPartners and AffiliatesTABLE OF CONTENTS351112151516ENGAGE AT EVERY STAGE: An Investigation of Video Activation© Copyright CMO Council. All Rights Reserved. 20183EXECUTIVE SUMMARYINTRODUCTIONVideo is ubiquitous in today’s marketing and engagement mix. Cisco estimates that by 2020, online video will make up more than 80 percent of all consumer internet traffic, and that number leaps to 85 percent when looking at the U.S. alone. Online video is also making a significant impact on the buyer’s journey, as Google claims that nearly 50 percent of internet users look for video that is related to a product or service before visiting a store. Adobe further punctuates the importance of video by sharing that shoppers who view video are 1.81 times more likely to make a purchase than non-video viewers. This drive toward engagement isn’t unique to big, splashy B2C markets. According to a report by Forbes, 65 percent of all business executives visit a website after viewing a vendor’s video, and 39 percent actually pick up the phone and call the vendor to learn more.That said, advertisers across industries have yet to make the most of digital video’s promise. According to Hubspot, 82 percent of consumers have closed a browser or exited a web page because of an autoplay video ad. Because of Facebook’s settings, some 85 percent of videos on the network are actually viewed without sound,1 and 56 percent of viewers are actually likely to skip viewing an online video advertisement altogether.2Recent headlines have shed light onto significant issues around the very measures and metrics on which advertisers are basing ROI calculations. Facebook alone made no fewer than six announcements in 2017 about incorrect, inaccurate or incomplete metrics specific to video viewership and placements. While the headlines called attention to the metrics, the definitions and standards by which we mark success have also been called into question. Take the Media Rating Council’s (MRC) standard for viewability, which is currently set at 2 seconds, with 50 percent of the content in view with the sound off. Is this really the ideal standard? There have also been serious questions asked about brand safety as marketers become acutely aware of the increasing dangers of privacy incursions, negative adjacencies and offensive targeting campaigns, with video advertising being thrust front and center in ongoing programmatic debates. Facebook and Google have spent a great deal of time in the spotlight for examples of hate targeting options, including targeting anti-Semitic audience segments, along with explosive revelations about inappropriate data utilization and breaches of both data and trust.1 Digiday (h

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