资源描述
Uncovering the top trends in video advertising across YouTube, Facebook, Instagram, and Connected TV2019 INSIGHTS REPORT2019 State of Digital Video | Insights Report 3Data powered byTABLE OF CONTENTSIntroductionVideo Ad BudgetsQuick Primer On ViewsView-To-Completion RatesLength Of CreativeConnected TVDirect ResponseDevicesTime Of DayAge Of ViewersCPM & CPV Customer Success StoryConclusion1345678910111213142019 State of Digital Video | Insights Report 1Data powered byIINTRODUCTIONDecoding the Mega PlatformsTheres a startling statistic that next year (2020), 82% of internet consumption will be video.* In addition, eMarketer data shows that say that over 75% of the advertising on video will be run through the mega platforms of YouTube, Facebook, Instagram, Amazon Fire TV, and other CTV channels next year. So as a marketer, how do you create a unified approach to these platforms to reach this booming audience?Each year our analysts pull together this report to help answer that question. We analyze data from campaigns that ran on these mega platforms through PixabilityONE to gain insights to help advertisers. On the following page are some of our top takeaways from this years report.*Source: Cisco Visual Networking Index2019 State of Digital Video | Insights Report 2Data powered byFacebook, YouTube, and Instagram continue to be the primary video ad platforms for agencies, but CTV platforms are right on their tail. YouTube continues to be the king at delivering view-to-completion rates (VCRs) among the platforms that offer skippable ads. Interestingly, the longer the ad length on YouTube, the higher the VCR. YouTube is also the only social platform that delivers ads on every device including TV.Facebook is the best way to generate clicks through video, and surprisingly to some, the best way to reach an older demographic (45 and older). Its also seeing a high increase in view-to-completion rates.Instagram is also a good way to generate video clicks, partially because its primarily a mobile platform where most of the clicks happen. It is also the platform with the highest percentage of users under 34.CTV platforms with their non-skippable ads offer the highest volume of views, but, theyre required views. This is part of the reason they also have higher CPMs than YouTube on TV screens, for example.12345IINTRODUCTIONTop Takeaways2019 State of Digital Video | Insights Report 3Data powered byVIDEO AD BUDGETSIndustry Survey: Video Ad Spend & Platforms of ChoicePixability recently conducted a survey of leading agency executives to uncover how theyre approaching their video ad buys. The first takeaway was that Facebook, YouTube and Instagram continue to be the ad platforms of choice, but CTV is gaining ground. A full 85% of respondents are running video campaigns on at least one Connected TV platform. The second big headline is that video ad spend will continue to increase. None of the agencies we polled are predicting a decrease in client spend, while 83% are predicting an increase.Social Platforms Still Lead Digital Video, But CTV Is Coming On StrongPercentage of Agencies That Run Video Campaigns On Each Platform100%80%60%40%20%Facebook YouTube Instagram Roku Twitter Snapchat AmazonFire TVLinear TVOpen WebHuluMajority of Agency Executives Anticipate Increases In Video BudgetsPercentage of Agencies Anticipating Each Type of Shift in Budgets in 202070%60%50%40%30%20%10%Decrease by 10%+ Decrease by 1-10% Stay The Same Increase by 1-10% Increase by 10%+90%88% 88%80%61%58%17%63%20%42%36%27%76%Source: Pixability Video Advertising Survey, July 20192019 State of Digital Video | Insights Report Data powered byQUICK PRIMERThe Differing Definitions Of A View When looking at the data in this report, its important to note that each of the mega video ad platforms has a different definition of what constitutes a view. Below is a quick primer of current definitions:YouTube In-Stream: A view is defined as a when someone watches 30 seconds of your ad (or the duration if its shorter than 30 seconds). Ads can appear on mobile, desktop, tablet, or Connected TV screens.Facebook Views: A view is defined as 3 seconds or more of an ad appearing on-screen. Ads appear on mobile, desktop, tablet devices, and some TV with the Facebook CTV app.Instagram Views: Like with Facebook, a view is defined as 3 seconds or more of an ad appearing on-screen. Ads appear on mobile and tablet only.CTV Views: For this report we included Amazon Fire TV and Roku, both of which have non-skippable ads, which usually get close to 100% view-to-completion rates. All ads are viewed on Connected TV screens.42019 State of Digital Video | Insights Report 5Data powered byVIEW TO COMPLETION RATESNon-Skippable Connected TV Ads Deliver Highest View-To-Completion Rates But YouTube Remains High, While Facebook And Instagram Are ClimbingConnected TV platforms like Amazon Fire TV and Roku deliver the highest view-to-completion rates because these ads are non-skippable. On YouTube, view-to-completion rates remain high, growing by a small margin again this year. While Facebook and Instagram have the lowest view-to-completion rates of the platforms measured, their rates are growing rapidly. This could be partially a sign of Facebooks overall full-court press into video along with algorithmic improvements to better find those consumers that view ads to completion.Non-Skippable Connected TV Ads Deliver Highest View-To-Completion RatesView-to-Completion Rates By PlatformView-to-Completion Rates Climb Year-over-Year Across Facebook And InstagramYear-Over-Year Change In Video Completion Rate200%250%150%50%100%YouTube In-StreamFacebook ViewsInstagram Views100%80%60%40%20%YouTube Facebook Instagram Amazon Roku49%17%6%98% 99%20%+240%+190%+2019 State of Digital Video | Insights Report 6Data powered by100%80%60%40%20%Go Longer With YouTube And Stay Shorter With Facebook & InstagramView To Completion Rates By Creative Length By Platform15-second Creative 30-second CreativeYouTube Facebook Instagram Amazon RokuLENGTH OF CREATIVELonger Creative Drives Better Performance On YouTube, While Shorter Creative Rules On FacebookOn YouTube, our analysis found that view-to-completion rates actually increase when creative length is doubled from 15 seconds to 30 seconds. This is consistent with what were seeing across many campaigns, with some advertisers like Pixabiity Client, Frost Bank, seeing incredible results with videos that are five minutes or more (see customer spotlight on page 13). Longer creative is not the right move on Facebook and Instagram, however, where view-to-completion drops drastically with longer creative. Therefore, marketers should avoid investing in long-form creative on these platforms, and opt for engaging short-form creative instead to grab consumer attention, and keep them from scrolling. 35%3%7%4%99%98%51%47%98%99%2019 State of Digital Video | Insights ReportCONNECTED TVConnected TV Delivers High Views, But Theyre RequiredAmazon and Roku both deliver nearly 100% view rates viewers cannot skip ads so nearly all the impressions result in a view.* YouTube on TV Screens YouTube inventory that runs exclusively on living room screens delivers a 48% view rate, which is healthy considering it is skippable unlike other CTV options.All three platforms are effective at reaching leaned-back audiences, but each of the three deliver very different metrics. While Roku delivers mostly view data, YouTube delivers deeper engagement data and Amazon delivers really unique purchase habit data (see sidebar on the right).YouTubes Skippable Connected TV Offering Delivers High View RatesAverage View Rate Across Connected TV Platforms100%80%60%40%20%YouTube on TV Screens Amazon Roku*View and view-to-completion rates on Connected TV devices like Amazon and Roku arent always exactly 100% because viewers may switch off or otherwise navigate away from apps during an ad.7Data powered by48%98% 99%QUICK PRIMER Amazon Fire TVWhile all CTV platforms offer access to performance reporting and audience insights, Amazon Fire TV is able to deliver a sophisticated offering to advertisers: unique reporting, metrics, and insights that leverage its massive retail network. Heres a taste of what Amazon can report on:Detail page views (DPVs)The number of views of the advertised products detail pages on Amazon.Add To CartsThe number of times a promoted ASIN is added to a customers cart.PurchasesThe number of times any amount of a promoted product or products are included in a purchase event. Purchase events include video rentals and new Subscribe & Save subscriptions.New To Brand PurchasesThe number of first-time purchases for promoted products within the brand over a one-year lookback window.2019 State of Digital Video | Insights Report 8Data powered byDIRECT RESPONSEFacebook And Instagram Continue To Drive The Most Direct Response In VideoWhile YouTube is best for driving deeply engaged viewers, Facebook and Instagram is where marketers go for clicks. YouTube has new direct response options like CTA extensions that work well, but the Facebook platforms still earn higher click-through rates. Because Connected TV platforms like Amazon Fire TV and Roku still dont offer many click-through capabilities, theyre best used as drivers of view volume. The ultimate takeaway for marketers is they shouldnt just pick one platform to achieve all their goals but should use a mix of platforms based on their KPIs.Facebook and Instagram Deliver Superior Click-through RatesAverage Click-through Rate Across YouTube, Facebook, And Instagram1.20%.80%.40%YouTube Facebook InstagramMARKETERS SHOULD USE A MIX OF VIDEO PLATFORMS BASED ON THEIR KPIS.11%1.15%.47%
展开阅读全文