videoamp-電視、視頻和新興跨屏幕平臺融合報告英文2018

1、The Convergence ofTV & andTheEmergenceoftheThe Convergence ofTV & andTheEmergenceoftheCross-ScreensAnnualAdvertisingSurvey:FreshFromBrand-DirectMarketersandAgencyResearch Conducted ed2018V, 免費獲免費獲；（增值服務(wù)加入“起點財經(jīng)群 The Cross-Screen Advertising OpportunityAcrossAllTVANINFLECTION:Executive odaysconnectedh

2、ome,theconvergenceofTVandIN 46%ofMediaBuyerswillusea The Cross-Screen Advertising OpportunityAcrossAllTVANINFLECTION:Executive odaysconnectedhome,theconvergenceofTVandIN 46%ofMediaBuyerswillusea TV, VOD, OTT, and Digitalplatformsforthedeliveryofent,newsandinformationisb hefamilyiscomfortablyof TV an

3、d digital,andmorewithease.Nowonderthecombination is the highest impact and highest velocityopportunityinadvertisingmarketersandagencyexecutivestounderstandhowtheyarenavigatingthisecosystemandhowitmayaffecttheir conventional upfront linear TV buys.,buysideandmeasurementofnsacrossallTVAmongthesuryscor

4、efindingsisthet70%ofmarketerssaytheirTVstrategynowdirectlyhe year ahead.theywillincreaseusage,and63%saidtheywillincreasespendonsuchtsomeandagenciesarereticenttospendportionsofTVandadbudgetsCSPs,insteadke ngeachinitsownFinally,theresearchrevealedanotableChapterIIofthisIn closing, Chapter III features

5、 mendationsforbuyersaswellasbestforaconverged Howdo acrossa2ofPROGRAMMATICSMART WhatdowemeanbyALLSTREAMINGADDRESSABLE CONNECTEDADVANCED LINEARyouvotCross-ScreenandIncludesVOD, OTT, Connected and Linear TVGonearethedaysoftwouldtakedownconventional,linearTVenteringhomesviacableorlite.votCross-Screenan

6、dIncludesVOD, OTT, Connected and Linear TVGonearethedaysoftwouldtakedownconventional,linearTVenteringhomesviacableorlite.Themediaandmarketingindustrieshaveembracedthesymbiosisoftheseisscreens,formats,and.audiencedatasrequiredweaskedmarketershowtheywereadaptingtheirplanning,spending,measurementofthes

7、ehighimpactandhighcostadvertisingInofINPRACTICE:heirdaytodayreality,TVandadvertisingistcurrentlyoftheircurrentTVandtexecutedthroughaCSPoutperformbudgetsaredeployedinan traditional,are currently using a CSPsaytheyacrossdigitalscreensandare currently using a CSPsaytheyareleveragingdigitaldatain their

8、linear TV buys3of InItis InItisHowever,itisalsottheexistingsiloedapproachpersistsmainlyduetothelimitedamountofTV expensive,highimpact,andengagingpartsofancite accuracy in planning and execution across both channels as benefitsofholisticbuying,alongwith the following:saytheywillincreasespendoncross s

9、creen platformsCross-channel measurement and saytheywillincreaseusageofcross screen platformsn ing across ReachingnewexpecttocommitbudgettoaCSP(up from 16% in 2017)4ofBudgetWillthenext12monthsand 19% of budgets overall willgotoCSPsin2018.entions Are use a CSP withsix months, including a quarterofwho

10、mplanto do so immediaTheBenefitsAreAs the linear TV and trend evolves, CSPs appear to be well FOMO: The Fear of Missing Out is RealInfact,85%ofrespondentstTVandarechannelsandtfailingtoadoptaCSPwillbedetrimentaltotheirtfailingtoadoptmarketing FOMO: The Fear of Missing Out is RealInfact,85%ofresponden

11、tstTVandarechannelsandtfailingtoadoptaCSPwillbedetrimentaltotheirtfailingtoadoptmarketingefforts,causingthemtomissoutonbetter competition,andfallbehindtheindustryasaCSPwillbedetrimentaltooverall marketingoMissoutonFall behind the Fallbehindtheindustryasa ,llywhendeliveredtoaTVset,isTV;andTVisthehigh

12、estimpact,velocity,and highest cost opportunity insAdvertisingSurveyillustratesgrowingindustryconsensusaroundtheimportanceofcrossscreenplatformstoaggregateaudiencedata,andtherebytoenabletheefficientplanning,costnSteuer,Chie ResearchNoNeedTo Withclearerandmoreactionable datafromCSPs,marketerscanInsuc

13、hadynamicsace,whoaethefirstmovers?Whoisleadingthe charge and who is waiting to follow the first wave?ThisresearchstudyproducedsignificantfindingswhichspecificingfornbrandandagencymarketersattitudesTV5ofChapterII:TheRoadPMostmarketerstTVandrevealedmajornhowbrandsandagenciesaretacklingtheofTVand.Wheth

14、erTV&DigitalArePerceivedasComplementaryorCompetingExtremely Somewhat ChapterII:TheRoadPMostmarketerstTVandrevealedmajornhowbrandsandagenciesaretacklingtheofTVand.WhetherTV&DigitalArePerceivedasComplementaryorCompetingExtremely Somewhat 0onegrouptontheother.Doestheexecutionofnsacrosslatformsagenciesa

15、nedgeinadoption?Ordoessing gives us clues.randlevelplanningcreateclearerneedforCSPs?TheeofplayTeamBranddirectmarketersttheyplanandbuymediaholisticallyacrossallchannels.Infact,amonginfluenceontheirdigitalnwereFinally,brandscitedagreaterwillingnesstoleveragetheirexistingdata,bothbyapplyinglinearodigit

16、albuying,andbyapplyingdigitalolinearmediaPlanTV and digital advertising veTV strategy hasinfluenceondigital LeveragedigitaldatainlinearmediaLeveragelineardataindigitalmedia6of Team andmanagingbudgetacrossmanybrands,agenciesinfluencethemajorityofTVinvestments.Perhapsitisthisroleandtleadsagenciestorep

17、ortfarmorefavorable Team andmanagingbudgetacrossmanybrands,agenciesinfluencethemajorityofTVinvestments.PerhapsitisthisroleandtleadsagenciestoreportfarmorefavorableFurthermore,agenciesexpecttoincreasetheirspendlevelonthesendobrands,andagenciesaremorelikelytotAgenciesreportedfarmore favorableopinionsg

18、reaterwillingnesstomarketingeffortswillsufferiftheydonotadoptaThedisparitynbrandandagencyperceptionsandattitudesCSPsmaybestbeexplainedbyhavingmorehandsonexperiencewithone. a ndid TVviewersindigitalforShowfavorabilityAlreadyusingaPlantoincreaseusageofheExpecttoincreasespendingonCPSsovernext12a CSPtCS

19、PsallowforplanningandexecutionandConsiderCSPseasy to useingTVviewersindigital7of BarrierstoaBetterAgenciesareinaitiontodrivefuturestrategyheindustryduetotheirlonghistorywiththehandsheavyliftingoftheadvertisingworldandtheirroleas BarrierstoaBetterAgenciesareinaitiontodrivefuturestrategyheindustryduet

20、otheirlonghistorywiththehandsheavyliftingoftheadvertisingworldandtheirroleasexecutersofbudgets,spend,andallocation.Theonusison agenciestoproveCSPswillprovidethemosteffective,optimized,andhighimpactmeansofreachinghighlycovetedforbrandsacrossallTVand.Brandsarealreadyonboardwiththesynergisticapproachof

21、feredbyCSPs.However,theyremainlessagenciesofitsvalue,moreoftencitingpriceasabarriertousingaCSP(40%vs.27%respectively).WiththeirexperienceusingCSPs,agencieshavetheopportunityto communicate the value to brands.egrateandmanageCSPsincostconscioustFinally,thesurveyfindingsidentifyspecificchallenges tmust

22、beaddressedinordertorealizethefullbenefitof1Inadditiontothesechallenges,brandsexpressedgreatconcernaboutthecredibilityofthirdpartydata,andweretwiceaslikelytoitastheirtopmeasurementasbarrierstousingaCSP.Giventhesebarriers,thereisasizablegroupofbuyersamongallTVthesechallengesarericeasabarriertoSeecred

23、ibilityof3rdingasatopConsiderreliableattributionasthegreatestingasthegreatest8of3Lackofclearlydefined best practises,and 2Lack of team/agency coordination betTV and digitalplanningandLack of holistic privacy- protectedaudiencedata spanning all TV and screens with frequency measurement, and BetterTog

24、ether&Datanhalfofrespondentssaytheyprefertoplantheir BetterTogether&DatanhalfofrespondentssaytheyprefertoplantheirTVandtogetherinsteadofbyage,gender,category,andevent,aswellassequentiallyacross. edbehavioraldataasthemostrelevantingspecificconsumers,withthirdTVStrategy nfuen Dgta LeverageDgtaDatafor

25、L near Med a Buy ngD g ta Med a Buy ngTVVewersn D g ta Ads9ofChapterIII:Cross-&Theimplicationsofthisresearchareclear.odaysemergingcrossscreenChapterIII:Cross-&Theimplicationsofthisresearchareclear.odaysemergingcrossscreenplatforms(CSPs)forallTVandn the right direction and poised fay found 38% of all

26、 TV and digitalsspendin2017wasexplicitlydesignatedforcrosshecontextofthismomentum,thisstudysfindingsdemonstratefurtherinnovationandindustrycollaborationis required.Theindustrymustbetteraggregateanddeployprivacyprotectedaudiencedata,andbuildamoreinfrastructureofadvertisingtenablecrossscreenplanning,b

27、uying,and“Therealitytbrandsandagenciesaretaskedplanning,buying,andmeasuringpreciseacross linear TV, VOD, OTT, desktop, and mobile Our research t trying to meet cross-needs in well-nsondisparateandplatformsisnearlyThe time has come for the industry to catch-up consumersmediaconsumptionhabitswithentir

28、elydatasandegrated, unified Jay Prasad, Chief Strategy InlightofthisportionofbudgettoaCSPtomendsmarketerscommit-handaboutthecross-audiencedataassetsavailabletodayandemergingCross-Screen Audience Data Assets via Clean CleanRoomsallowyoutomatchdigitalwiththeirrespectivehouseholdsona1:1andsafeguardcons

29、umersprivacywithoutanobfuscationlayer(suchasclustering).Cleandataassetsaresuperiortoalternativemethodsduetondigitalandandmoresecureprivacy10ofon laptop, mobile, or OTT screensControlfrequencyacrossscreenstoavoidnserloadbyandlistsforalreadyedDriveprospectsandcustomersedtoyouron laptop, mobile, or OTT

30、 screensControlfrequencyacrossscreenstoavoidnserloadbyandlistsforalreadyedDriveprospectsandcustomersedtoyourntoretaillocationsbylocationoonincompetitivedigitalEmergingsLinearSuiteassets.ThesedataassetsbringprecisedigitalbasedegmentstolinearTVandplanning,buying,andCuttingedgedatasciencecanhelpdriveaudienceinsightssegmentengage,andinspiretheiridealviewingtdoesallofaboveandmore.Bet egrations, and snourproprietaryasedgraph,industryexclusiveCleaneoftheartdatasciencesTVoperatingsystemforkeepsyouattheforefron