TMB-社交媒体打破网络视频营销现状报告（英文）-2017.5-6页

MAY 2017 F ake news is changing the digital landscape for brands, #ShiftHappens. There is no doubt that we are living in a di!erent era where newspapers, radio and television have taken a backseat to online influencers and now, fake news. The average life expectancy of a brand was once 75 years. It’s now only 15 and that is largely driven by this seismic shift in media. In 2017, there will be winners and there will be losers. What we see is the winners are demanding their messaging runs in brand- safe and transparent environments so their brand doesn’t get tarnished in the current media melee. Despite this upheaval around brand safety, fake news and audience accountability on digital platforms, the one unwavering truth is this: consumer appetite for video and premium content is immense and the race to capitalize on it is on. The landscape is all a blur. YouTube and Hulu have entered the TV business with their live streaming services; the OTT behemoths, Amazon and Netflix are doubling down on original programming and content acquisition to lure younger consumers and cord cutters; and social networks, once the place to share with friends, are now leading hubs for news and entertainment, garnering millions of video views daily. How are buyers deciding where to invest their video advertising budgets? As part of our ongoing series of insights into the dynamic shifts in the media landscape, Trusted Media Brands fielded its fourth wave of industry research to find out. We engaged over 300 agency and marketer decision- makers from the Advertiser Perceptions Omnibus Panel who shared their views. 1 | SOCIAL CRACKS THE CODE ON DIGITAL VIDEO SOCIAL CRACKS THE DIGITAL VIDEO CODE Facebook Emerges as the Top Partner for Digital Video Advertising Rich Sutton Chief Revenue O!cer, Trusted Media Brands, Inc. Babette Lazarus Executive Director, Brand Insights Trusted Media Brands, Inc.2 | SOCIAL CRACKS THE CODE ON DIGITAL VIDEO MOST IMPORTANT PARTNERS FOR DIGITAL VIDEO CAMPAIGNS PLATFORMS DELIVERING BEST ON VIDEO ADVERTISING FEATURES Q. Who are the most important partners when planning a digital video campaign? Q. Which platforms do you feel best deliver on these features when placing a digital video pre-roll campaign? Base: Involved in Digital/Mobile Advertising JUNE 2016 APRIL 2017 Social (FB, Snapchat, Twitter, etc.) Video Platforms (YouTube, Vevo etc.) Full Episode Players (Hulu, Cable digital properties, etc.) Video DSPs (Videology, Tremor Video, etc.) Ad Networks Publishers (BuzzFeed, Vice, Vox, etc.) Multichannel Networks (Maker Studios, Fullscreen, etc.) Percent of Respondents Percent of Respondents 56% 59% 28% 34% 27% 24% 8% 68% 60% 33% 33% 30% 20% 13% IS FACEBOOK THE NEW YOUTUBE? Since our previous study on the topic of video, less than a year ago (June 2016), we see a significant shift in where advertisers want to put dollars when it comes to video. Social platforms (Facebook, Snapchat, etc.) are now decidedly most important when planning digital video campaigns, voted as such by 68 percent of participants vs. 56 percent last June, a 12 point lift. That puts social platforms (and presumably Facebook is dominant) as the number one distribution partner, eight points ahead of video platforms (YouTube, Vevo, etc.), which were rated as most important by 60 percent of those surveyed. (In previous research, video platforms were ahead of social by a small margin, and only marketer, not agency respondents put social in the top spot). Further inquiry shows us that among seven possible distribution platform types, social gets the highest marks for delivering on engagement (59 percent), ROI (39 percent) and customer service (38 percent); whereas video platforms deliver best on measurement and reporting. Perhaps YouTube’s announcement that they will allow more third-party verification and measurement is being recognized here. SOCIAL VIDEO Customer Service 38 % 25 % Measurement/ Reporting 38 % 44 % ROI 38 % 33 % Engagement 59 % 36 %3 | SOCIAL CRACKS THE CODE ON DIGITAL VIDEO PRIORITIES WHEN PLANNING DIGITAL VIDEO PRE-ROLL CAMPAIGNS Percent of Respondents 36% 35% 34% 33% 30% 27% 26% 20% 18% 13% 11% Measurement more than one quarter say they will still be buying these formats BUDGET ALLOCATION TO DIGITAL VIDEO ADVERTISING LIKELIHOOD TO INVEST IN DIGITAL VIDEO PRE-ROLL FORMATS Allocation of Overall Budget to Digital Video Average of Respondents 26% 29% 24% 26% JUNE 2016 JUNE 2016 APRIL 2017 APRIL 2017 AGENCIES MARKETERS Percent of Respondents DEFINITELY WILL MIGHT DEFINITELY WILL NOT 58% 39% 3% 38% 53% 9% 28% 57% 15% 28% 45% 27% 28% 45% 27% Short-form Premium Long-form User-Generated Live Stream5 | SOCIAL CRACKS THE CODE ON DIGITAL VIDEO SUMMARY KEY TAKEAWAYS Have a strong and di!erentiated video strategy. Video is the largest advertising growth area in digital display right now, according to eMarketer. Advertisers recognize the huge and growing consumer audiences for video and the engagement chops of sight, sound and motion in advertising. Video will be front and center for the foreseeable future. Facebook will lead. Who can beat 1 billion daily users? Despite some grumblings that Facebook is driving the fake news problem, it gets high marks from buyers for engagement and ROI and has emerged as the definitive partner for video campaigns—at least for right now. Show them the numbers. As advertiser consciousness increases toward issues from brand safety to viewability in the world of automated advertising, platforms must find better ways to prove their worth and accountability not only in how well, but in where they reach audiences. Shorter is better. Short form pre-roll digital format is the most likely to get support and drive engagement. Other formats have their place as well. We see sizeable investment still promised for premium, long form, live stream and user-generated formats. Brands have a new set of expectations around all their messaging including digital video. Publishers need world-class audience targeting. They need to provide brand-safe content and standardized measurement. Most importantly, the media needs to show marketers a return on their investment. WELCOME TO THE BRAND SAFE ECONOMY. IS YOUR BRAND PREPARED?6 | SOCIAL CRACKS THE CODE ON DIGITAL VIDEO ABOUT THE AUTHORS Rich Sutton is Chief Revenue O“cer of Trusted Media Brands, Inc. Highly regarded and with proven success in digital media, Sutton has more than 30 years of experience in management, marketing, startups, turnarounds and working to grow world-class brands. He was recruited from The Daily Mail where he had also served as Chief Revenue O“cer. Previously, he was Senior Vice President of consumer markets at WebMD, where he tripled revenue to more than $150 million per year and broadened the company’s client base. Prior to joining WebMD, Sutton served as Senior Vice President for Warner Bros. Entertainment where he led digital media sales and client marketing for Warner Bros. Online for more than 13 years. Sutton’s work with brands has been recognized by Ad Age, Forbes, AAAA, and Adweek, among other industry publications, and online and marketing awards. He is the author of “Best Practices in Branded Entertainment” for the Association of National Advertisers, as well as several White Papers for Trusted Media Brands, including: “The Future of Digital Video” and “Can Video and Native Formats Rule Mobile Advertising?”. Babette Lazarus joined Trusted Media Brands, Inc. as Executive Director, Brand Insights in 2015. Bringing extensive experience in advertising and publishing, including senior research and brand marketing positions at Hearst and Condé Nast, Babette directs the primary and syndicated research activities across all brands for TMBI. She is instrumental in evolving the company’s data strategy and leveraging first party customer data in digital audience targeting for clients. Babette is on the Program Advisory Committee for the Print and Digital Research Forum (PDRF) and is the current MPA Research Committee Chair. ABOUT ADVERTISER PERCEPTIONS Advertiser Perceptions is the global leader providing data-driven business intelligence for the advertising industry. They provide consultative solutions critical to the success of the world’s leading media and ad tech companies, agencies and marketers. Their exclusive insights, practical advice and expert guidance produce solutions that deliver results and enable their clients to thrive in today’s complex and competitive advertising market. They work with clients to investigate, analyze and interpret the insights they collect, and then develop solutions specific to meeting the individual challenges they face. For more information about their services or to arrange a private briefing, please contact them at 212-626- 6683 or info@AdvertiserPerceptions.com. ABOUT TRUSTED MEDIA BRANDS, INC. Trusted Media Brands, Inc. (formerly known as The Reader’s Digest Association, Inc.), is a visionary, brand-driven multiplatform media company whose portfolio of iconic properties and products include Taste of Home, the world’s largest circulation food media brand; Reader’s Digest; The Family Handyman, America’s leading source for DIY; a suite of highly targeted brands including Birds and digital properties which include EnrichU, the Taste Community and Haven Home. Trusted Media Brands, Inc. reaches active consumers who genuinely connect with our blend of uplifting and enduring expertly-curated family, food, health, home improvement, finance and humor content – digitally, via social media, magazines and books, and events and experiences. Founded in 1922 by DeWitt Wallace as The Reader’s Digest Association, Inc., one of the first user-generated content publishers, Trusted Media Brands, Inc. is headquartered in NYC. For more information visit TMBI.com.