1、Digital advertising is a change driven business.To better understand where to focus over the next year,we asked professionals from all corners of the industry about the challenges they faced in 2018,opportunities they consider important,and how those factors will drive change in 2019.We invite you t
2、o explore what we discovered.Advertising trends,technologies,and priorities that will shape the industry in 2019Industry Pulse:Protect your brand.Maximize your 01To discover how industry professionals perceived trust,transparency,and innovation in 2018,and how that will impact their focus and budget
3、s in 2019.Promoted via IAS social media channels to solicit additional non-database responses Sample breakout:Our goal:11/15/18-12/02/18Creative/Media/Full AgencyPublisherBrand/AdvertiserOther and Tech CompanyDSPNetwork or ExchangeTrading DeskSSPConsultancy912 digital media professionalsDates in fie
4、ld:Sample:Online survey of IAS databaseMethodology:Metrics that move digital forwardProtect your brand.Maximize your 1.5%1.8%2.4%4.0%5.0%5.9%8.0%21.8%49.6%02Industry priorities12303Protect your brand.Maximize your Data privacy&measurementBrand&agency alignment Ad fraud in programmaticData privacy an
5、d measurementare top priorities for 2019INDUSTRY PRIORITIESIn your opinion,which of the following industry challenges do you see becoming A GREATER concern in 2019?(Please select all that apply)Top 5 industry priorities in 2019(%total respondents)In the wake of the EUs adoption of the General Data P
6、rotection Regulation(GDPR),high profile data breaches,and shifting consumer awareness of data issues,its no surprise data privacy has risen to the top of the priority list for 2019.Close to 56%of digital media professionals feel data privacy will be even more important in 2019 compared to 43%in 2018
7、.Also increasing in importance for marketers:a pervasive need to ensure consistent measurement across their media plans.Nearly 50%cited this as a growing challenge to overcome in 2019.Total respondents0455.8%47.3%42.8%36.9%30.6%Data privacy concernsConsistentmeasurement(across media plan)Ad fraudBra
8、nd safetyFake newsProtect your brand.Maximize your Metrics that move digital forward05Protect your brand.Maximize your Thinking about 2019,please indicate how strongly you agree with the following statements.With the first anniversary of GDPR enforcement coming up in May,94%of digital media professi
9、onals anticipate data privacy regulations will become more strict worldwide,and executives are paying attention.CB Insights analyzed over 6,000 earnings call transcripts from companies across the globe and found that thenumber of times GDPR was mentionedduring the calls increased from seven in Q1 20
10、17 to 177 in Q1 2018.On a grand scale,the jury is still out as to how data privacy regulations will affect the ad business,but close to 74%of respondents surveyed feel privacy regulations will occupy more of their attention in the coming year.Somewhat agreeStrongly agreeStatements about data privacy
11、(%of respondents by agreement level)Data privacy will become a greater concern overall58.2%35.7%Abuse of data privacy harmssociety as a whole54.3%32.4%Concerns around data privacy are unfounded9.0%18.1%Privacy regulations pose a significant threat to the entire digital ecosystem29.0%43.7%Data privac
12、y regulations are anticipated to become more strict worldwide56.4%36.9%INDUSTRY PRIORITIESData privacy regulations willonly become more importantMetrics that move digital forward06Protect your brand.Maximize your “Data privacy will continue to impress on our industry a response that is legal,ethical
13、,and one which puts the consumer back in control.”-SVP of International CPG Company INDUSTRY PRIORITIESIn your opinion,which of the following industry challenges do you see becoming A GREATER concern in 2019?(Please select all that apply)Industry priorities in 2019 for brands vs.agencies(%respondent
14、s)Brand&agency alignmentBrands and agencies are finally speaking the same language when it comes to the challenges they will need to solve for in the industry in 2019.In 2018,brands were thinking about privacy and ROI.Agencies said they needed to solve for in-app measurement&ad fraud,in addition to
15、privacy.This year,top priorities for both are more aligned.Data privacy and the need for consistent measurement are top issues that brands and agencies expect to tackle in 2019.Data privacyAd fraudFake news Consistent measurement(across media plan)Brand safety 57.9%60.0%36.8%45.3%31.6%32.5%38.9%33.4
16、%35.0%OTT measurement 29.8%47.4%50.8%BrandAgency07Protect your brand.Maximize your INDUSTRY PRIORITIES05Protect your brand.Maximize your 08Protect your brand.Maximize your “We are data rich.but action poor.We have so many data sources and partners that analytics and measurement are difficult to unde
17、rstand and use to determine actionable insights.”-Manager,Major Automotive Company“With new data privacy policies in 2019,the US old measurement solutions need to evolve to accommodate new data privacy concerns.”-SVP Global Media Agency INDUSTRY PRIORITIESOver the past year,which of the following do
18、 you think represented a significant challenge within programmatic advertising?46.2%43.5%40.0%38.5%36.6%Scale ofpremium inventoryViewabilitylevelsNeed for programmaticeducationBrand safetyTransparencyProgrammatic ad fraud35.4%Priorities in programmatic advertising in 2019(%respondents)Ad fraud in pr
19、ogrammaticWhen it comes to programmatic,ad fraud is still a top priority for digital media professionals.Nearly half agreed that ad fraud and transparency were significant issues in 2018.That concern has vastly decreased as compared to last year(61.8%),however,there is still a need for collective ac
20、tion from the digital advertising industry to improve overall media quality.Metrics that move digital forward09123456Protect your brand.Maximize your Ad fraud in programmaticINDUSTRY PRIORITIES12Focus on ROIattributionBrand safety on social media3Social media platforms drive toward greatertransparen
21、cyTransparency trends 10Protect your brand.Maximize your Inability to connectcampaign exposureto ROI/Returnon ad salesFraudulentimpressionsAn overalllack of mediaqualitytransparencyNon-viewableimpressionsDelivering adsadjacent torisky contentThreats to digital advertising budgets(%of respondents rat
22、ed 4 or 5 out of 5)Metrics that move digital forwardWhen thinking about digital advertising budgets in 2019,please rate how strongly you see each of the following as a threat to expenditure.(1 being no threat and 5 being the strongest possible threat)The desire for clear mechanisms to demonstrate RO
23、I remains the most significant driver of digital advertising budgets among brand advertisers.At 75.4%,this need to connect their campaign spend to value outranked other concerns.On the agency side,ROI measurement and fraudulent impressions were nearly equal in importance,followed closely by media qu
24、ality.Focus on ROI attribution is still a needBrandsAgencies11Protect your brand.Maximize your 69.0%75.4%66.0%52.6%69.0%59.7%63.3%41.8%58.2%47.4%61.4%TRANSPARENCY TRENDS“If brands see stronger,measurable results to their business from digital,spend will increase.This is not only driven by focusing o
25、n ROI,but also by providing more verified impressions(i.e.less fraud)and more inherently viewable ads.”Buyer at Media Agency Metrics that move digital forward12Protect your brand.Maximize your TRANSPARENCY TRENDSMetrics that move digital forward13Protect your brand.Maximize your Most important perfo
26、rmance measurement metrics for social campaigns(%of respondents ranked 1 or 2 out of 4)Please rank the following metrics from most to least important when assessing the quality of social media campaigns.(1 being the most important)While“driving consumer actions”was listed as the most important facto
27、r when assessing social media campaigns in 2017,this year brand safety is top of mind.Its been less than two years since advertisers pulled their ads from major platforms in response to a report about brand ads running alongside questionable content.According to eMarketer,“the topic is so popular th
28、at a new trade group,Brand Safety Institute,launched in July 25,2018.”Brand safety is now a top need for advertisers in socialBrand safety/suitabilityViewabilitylevelsAd fraudTime-in-view64.9%46.4%54.0%34.6%TRANSPARENCY TRENDSMetrics that move digital forward14Protect your brand.Maximize your “We sa
29、w a lot of social platforms update their privacy policies and become more transparent with their users.This topic will become the greatest challenge for 2019.”-Media Planner at a Media Agency TRANSPARENCY TRENDS“I thinkbrandsafety will always be a legitimate concern especially on platforms fueled by
30、 user generated content.”Senior Planner Media Agency Metrics that move digital forward15Protect your brand.Maximize your Somewhat agreeStrongly agreeSocial media platforms should provide adequate transparency in terms of the level of brand riskI am not concerned about ad fraud within my social media
31、 campaignsSocial media platforms should provide more transparency in terms of the levels of viewabilityTransparency within social platforms will impact my media budget decisions in 2019Viewability is notan important metric to consider when assessing social media campaignsThinking ahead to 2019,pleas
32、e indicate how strongly you agree with the following statements about social media platforms.Statements about social media campaign transparency(%of respondents by agreement level)Conversations around transparency and brand risk will likely have a limited impact on social media ad spending.Although
33、a strong majority would like more transparency from social platforms,industry professionals are still split on whether those needs will materially impact social budgets.However,if earnings are any indicator,then social platforms will keep their place in budgets.In Q1 of 2018,concurrent with a wider
34、industry conversation around social transparency,eMarketer found that“Facebook reported better-than-expected revenues in Q1 2018.The companys worldwide ad revenue rose 50.1%year-over-year reaching$11.8 billion in Q1.In North America,Facebooks largest region,ad revenue rose 44.4%to$5.56 billion.”Soci
35、al media platforms will continue to grow and drive toward greater transparency34.7%49.5%12.9%12.6%38.1%45.5%46.5%16.9%16.0%2.9%TRANSPARENCY TRENDS16Protect your brand.Maximize your 1Cross-device comes of age2Advertisers demand measurement3Get ready for OTT4Brand safetyon eCommerceplatformsThe future
36、 46.0%45.5%43.6%36.9%36.5%Which of the following do you think will offer the biggest opportunity for digital advertisers in 2019?(Please select all that apply).Cross-device measurementOTTMulti-touch attribution modelingVideoAI/Machine LearningTop industry opportunities in 2019(%respondents)Metrics t
37、hat move digital forward17Looking ahead,the industry sees opportunity in cross-device campaigns and multi-touch attribution modeling in 2019.But,a new space for measurement and advertising is on their minds.OTT makes the list for the first time this year,reflecting a consumer shift in viewing behavi
38、ors.It came in a strong second place on the list of overall opportunities for 2019.Cross-device comes of ageProtect your brand.Maximize your THE FUTURE“Cross-device measurement and multi-touch attribution go hand in hand.They are huge opportunities in terms of increasing our ability to record and pr
39、ove the worth of media.”-Analyst at Major Consumer and Business Electronics OrganizationMetrics that move digital forward18Protect your brand.Maximize your THE FUTUREWhich of the following do you think will offer the biggest opportunity for digital advertisers in 2019?(Please select all that apply).
40、Cross-devicemeasurementAI/Machine LearningVideoOTTMulti-touch attribution modeling50.8%49.8%49.2%41.5%49.2%32.8%44.0%53.7%42.4%54.0%BrandsAgenciesTop industry opportunities in 2019(%brands vs.agency)Agencies and brands both view cross-device measurement as a top opportunity in 2019.More than 40%of i
41、ndustry professionals feel that artificial intelligence(AI)and machine learning will make significant strides in 2019.Brands are even more enthusiastic about the promise of AI and machine learning.Brands perceive video as their major opportunity in 2019 along with AI.Agency respondents were more foc
42、used on OTT and how will it play a vital role in elevating campaigns.Advertisers demand measurementMetrics that move digital forward19Protect your brand.Maximize your THE FUTUREThinking about 2019,please indicate how strongly you agree with the following statements regarding OTT.Somewhat agreeStrong
43、ly agreeIm investing more resources and/orbudget in OTT over the next yearOTT inventory is critical to my market in 2019I have no plans to address OTT in the next yearId like more edu-cation about how to address OTT opportunities35.0%30.9%12.8%42.9%30.6%7.0%35.6%34.0%Statements about OTT(%total resp
44、ondents by agreement level)When asked about OTT specifically,the industry indicated they are increasing their investments and consider it critical.Seventy percent plan to invest more resources and/or budget in OTT over the next year.OTT is a nascent space,however,and digital media professionals are
45、asking for more education so they can effectively address opportunities in 2019 and beyond.Get ready for OTTMetrics that move digital forward20Protect your brand.Maximize your THE FUTUREMetrics that move digital forward21Protect your brand.Maximize your THE FUTURE“Everyone wants to get in on AI/mach
46、ine learning,but I find that it is very unclear what that even means,can you truly have an opportunity that is 100%AI?”-Account Executive at AdTech Company“OTT video seems to present the biggest growth opportunity for digital video.Large audiences are embracing cord cutting and are migrating from tr
47、aditional TV to streaming services.The ad tech industry seems to be finally getting to the point where they can actually monetize this viewership.”-New Media Expert Please indicate how strongly you agree with the following statements about advertising budgets for 2019.Somewhat agreeStrongly agreeI w
48、ill increase my advertising spend on GoogleI will increase my advertising spend on FacebookI will move advertising spend off of Google and FacebookI will increase my advertising spend on AmazonI will increase my advertising spend on premium publishers46.9%30.0%43.9%37.3%9.7%8.8%16.8%51.7%25.4%Statem
49、ents about advertising budgets(%total respondents by agreement level)Over 83%of digital professionals believe that Amazon will gain a larger portion of digital advertising budgets in 2019.eMarketer estimates US advertisers spent$4.61 billion using Amazons platform in 2018,a 144.5%increase from the p
50、revious year.In a time when brands are trying to maintain consumer trust,they want to appear next to content that makes sense for their company when advertising on digital media.eCommerce platforms like Amazon allow for a brand-safe environment where consumers are ready to purchase,making for an eas
