IAB：2020年网络视频广告调查报告

IAB欧洲的最新报告“2020年网络视频广告调查”强调了以下主要趋势：

品牌建设是网络视频广告投资的关键驱动力。近60%的广告主投资网络视频是为了建立品牌或获得竞争优势；40%的广告公司投资视频是为了讲述品牌故事。

网络视频广告关键渠道用于推动销售和提高广告效果。

发布商正在发展视频广告，以支持不断增长的广告客户需求，吸引更多的品牌支出。虽然2018年略高于20%的发布商报告称，视频广告占其库存的比例不到20%；但在2020年，超过32%的发布商从网络视频中获得了29%的广告收入。

通过私人市场进行广告程序化购买的网络视频份额正在增长。2020年，37%的发布商通过广告程序化购买直接获得了20%-40%的收入。这一增长也反映在买方，46%的广告主现在通过广告程序化购买直接投资的网络视频广告份额超过40%。

市场显示，移动视频的支出和收入都在增加。73%的广告主在2020年将超过41%的网络视频预算用于移动设备。

对外投资和收入正在增加。45%的广告主将超过21%的视频预算用于外包。

跨媒体规划增加。2020年，媒体机构表示，86%的广告至少在某些方面进行了跨媒体规划，而2019年这一比例为81.5%。

可寻址的联网电视被指定为未来视频投资的关键驱动力。展望未来，尽管联网电视广告支出（CTV）预计会激增，但目前只有20%的预算被分配给了这个渠道。

IAB Europe’s latest report "Online Video Advertising Survey 2020" highlights the following main trends:

Brand building is a key driver of online video advertising investment. Nearly 60% of advertisers invest in online video to build a brand or gain a competitive advantage; 40% of advertising companies invest in video to tell brand stories.

The key channels of online video advertising are used to promote sales and improve advertising effectiveness.

Publishers are developing video advertising to support the growing needs of advertisers and attract more brand spending. Although slightly more than 20% of publishers reported in 2018 that video ads accounted for less than 20% of their inventory; in 2020, more than 32% of publishers received 29% of their advertising revenue from online video.

The share of online video purchased programmatically through the private market is growing. In 2020, 37% of publishers will directly receive 20%-40% of their revenue through programmatic advertising. This growth is also reflected in buyers, 46% of advertisers now directly invest more than 40% of online video advertising through programmatic advertising.

The market shows that mobile video expenditure and revenue are increasing. 73% of advertisers will spend more than 41% of their online video budget on mobile devices in 2020.

Foreign investment and income are increasing. 45% of advertisers spend more than 21% of their video budget on outsourcing.

Increased cross-media planning. In 2020, media organizations said that 86% of advertisements had cross-media planning in at least some aspects, compared with 81.5% in 2019.

Addressable networked TV is designated as the key driver of future video investment. Looking ahead, although connected TV advertising spending (CTV) is expected to surge, only 20% of the budget is currently allocated to this channel.