回顾2018年程序性媒体购买趋势预测——它们成真了吗?

At the start of 2018, 我们的CA88营销团队花了很多时间来研究和编译我们认为会成为顶级的产品 10 important programmatic media buying trends of 2018. As hard as it is to believe, 2018 has come to a close. 我们决定回顾一下这个列表,看看哪些预测是正确的,哪些没有达到预期.

1.约86%的品牌营销人员都在考虑将项目的一部分纳入内部.
Half way through the year, a.list released new data regarding programmatic in-housing. 他们发现,“18%的品牌已经将其程序化的媒体布局完全置入内部, and another 47 percent have at least partially done so. 只有13%的品牌已经开始了这一过程,并决定不这么做, and 22 percent have not in-housed and do not plan to.” IAB stated that the trend to in-house programmatic 是否被高估了,而且短期内不可能实现完全自主住房的转变. 企业已经发现,它们无法完全摆脱第三方机构在市场上拥有的专业知识.

2. 80%的程序性广告客户正在加速或优先安排程序性广告,因为最佳收益是更好的受众定位, ability to build audience reach, and real-time optimization. (ANA “The State of Programmatic Media Buying”)

eMarketer stated that “more than 82 percent of U.S. 到2020年,显示器广告费用将使用程序化技术进行购买.“尽管初涉程序化广告的广告商仍在质疑其透明度,以及如何通过程序化广告来衡量广告的效果, they are very drawn to the ability to directly target consumers. As work continues to be done to eliminate ad fraud, 广告商不会放弃实时接触目标受众的能力.

3. 随着程序化平台采用并执行广告,出版商将获得数十亿美元的收益.txt in a uniform way.

Although the exact number of dollars gained through Ads.txt has not been released, 在过去的一年中,出版商和广告商们都在迅速地对它进行调整. “51% of websites worldwide have adopted ads.txt.” Because of the ability to eliminate counterfeit inventory, publishers and advertisers are seeing the benefits of ads.txt and will continue to utilize it going into 2019.  

4. In 2018, 将会有更多的OTT和CTV库存被购买,超过5600万的有线电视用户将通过节目实现货币化. (eMarketer)

In July of this year, techcrunch released a 报告 这表明,裁员人数的增长速度比emarketer最初预计的还要快. “(eMarketer)目前预计,放弃有线和卫星电视订阅的人数将上升32人.8 percent this year to reach 33 million people.“转向流媒体和在线平台的人数再次证实了OTT和CTV库存在2018年的增长,过去和现在仍在购买. Mediapost 报告ed that 麦格纳预计今年OTT广告支出将增长40%,达到20亿美元以上. With this growing digital ad channel, 广告客户需要继续教育自己,了解与线性电视相比的区别和好处.

5. 视频显示广告预计将在2018年和2019年成为广告支出第二高的平台. (eMarketer)

The power of video display ads continues to dominate the market. In October, Marketing Land released statistics 证实了视频的力量,尤其是在Twitter、Facebook和Snapchat等社交平台上. On these platforms, video revenue share in 2018 made up 55%, 28.9% and 60%, respectively, of all ad revenue. Brands love using video advertising. It resonates with the consumer, driving ROI. 显然,社交媒体结合OTT和CTV的流行,将继续推动视频展示广告的统治地位.

6. 2018年,移动领域的程序性投资将达到300亿美元以上, over 3X the amount spent on desktop. (eMarketer)

This prediction still reigns true. eMarketer 更新这一预测,到2020年,三分之二的程序性媒体支出将流向移动. 由于谷歌和Facebook的流行以及它们对程序库存的不断渗透,这一增长将继续增长. However, as CTV and OTT continue to grow, they will also take a share of programmatic marketing dollars, ensuring that mobile doesn’t completely dominate.

7. This year alone display ad spending is expected to reach $37.20 billion and in 2018, it’s expected to reach $41.87 billion. (eMarketer)

This prediction has reached our expectations and then some. eMarketer more recently released a 报告 声明显示广告支出将在年底达到480亿美元.

8. Instagram的日活跃用户超过了Snapchat,达到2亿人。对于大多数公司来说,Z一代比千禧一代更有价值. (Statista)

我们的团队低估了这个预测,因为Z世代的力量在这一年里持续增长. In June, CNBC 报告ed Instagram的日活跃用户分别为4亿和1.91亿,超过了Snapchat.  Instagram继续改进他们的应用程序,这引起了两代人的共鸣,然而 Snapchat has failed to listen to their users 需求,花费他们营销资金和社交媒体力量.

9. Google owned 75.它的目标是在2018年达到80%的搜索市场份额. (eMarketer)

在我们的预测发布后不久,《CA88》透露了这一点 Google owns 90.8% of the search market. 这大大超过了他们希望的80%,证明了他们在搜索市场的主导地位.

10. 对更多“本地”体验的需求增加将推动程序性的本地消费, reaching $24 billion+ by years end compared to $13.24 billion in 2016. (eMarketer)

Native ads are viewed 53% more than banner ads, as 报告ed by Zypmedia,这清楚地说明了为什么对这种广告格式的需求正在增长. By the end of 2018, 本地的 ad spend is projected to surpass $21 billion, 比年初的计划要少一些, 但它仍然是一种非常有利可图的广告形式.
 
Overall, our team’s predictions for the year reigned true. We stated that there would a lot of noise around the topics of in-housing, ads.txt, OTT, DOOH, 本地的, transparency, 归因和数字媒体购买将在未来几年内完全程序化, and these proved to be hot topics throughout the year. As we saw these trends evolve throughout the year, 对于数字广告客户来说,走在潮流的前面是非常重要的.  当我们开始讨论2019年的趋势时,请继续关注我们的博客——或者现在就CA88,讨论您的程序化媒体购买需求.

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