全球视频广告市场前景及投资研究报告-培训课件外文版2024.4优酷爱奇艺

INDUSTRIES

&

MARKETSVideo

Advertising:market

data

&

analysisMarket

Insights

reportNovember

2023MARKET

INSIGHTSThis

report

is

part

ofour

Market

Insights

productGain

abetter

understanding

ofmarkets

across

190+

geographical

entities

–

ona

global,

regional,

country,

and/or

state

level.

Access

our

data

via

webinterface,

download

(XLS,

PDF,

PPT),

or

reports.

Benefit

from

our48-hourcustomer

service

guarantee.•

10

sectors:

advertising

&

media,

consumers,

countries,

digital

sector,finance,

health,

industrial

sector,

mobility,

and

technology•

1,000+

markets,

e.g.,

FinTech,

Food,

or

Robotics•

KPIs,

e.g.,

revenue,

market

shares,

prices,

and

volume•

Features:Compare

countries

&

regions,

change

currencies,

selectvisualizations,

and/or

customize

downloads•

Use

cases:

sales

planning,

investment

decision

support,

resourceallocation,

and

portfolio

management10190+geographicalentities1,000+400+Find

out

more

on:https://www.sectorsmarketsreportsGo

toMarketInsightscom/outlook/2MARKET

INSIGHTSMarke

t

Insights

–

market

data,forecasts,

and

qualitative

insightsThe

Video

Advertising

market

ispart

of

the

DigitalAdvertising

market.10190+geographicalentities1,000+400+Go

toDigital

AdvertisingmarketsectorsmarketsreportsFind

out

more

on:Digital

Advertising3Table

of

ContentsOverviewAppendixSummary678ProductOverviewAuthor2930MarketDefinitionKey

TakeawaysMarket

NumbersAd

Spending10131617202325Average

ad

spending

per

internet

userAd

spending

by

deviceConnected

TV

ad

spendingAd

spending

on

short-form

videosCompany

ProfilesDeep

Drives4CHAPTER

1OverviewThe

growth

of

Digital

Video

Advertising

is

driven

by

the

improveme

nt

of

internetinfrast

r

uc

t

ure

and

the

increased

consumption

of

online

video

contentOverview:

SummarySummaryDigital

video

advertising

has

changed

over

time:

It

started

with

video

ads

oncomputer

screens,

then

moved

on

to

YouTube,

mobile

screens,

social

mediaplatforms,

connected

devices,

and

video-on-demand.

Digital

video

advertising

hasbecome

more

popular

over

time

as

peoplewatch

more

online

video

content,moving

away

from

TV

and

toward

smartconnected

devices.

As

expected,

OTT(over-the-top)

advertising

isused

by

marketers

forstorytelling.

OTT

content,which

can

bedelivered

on

demand

and

directly

to

users'smartTVs,

computers,orsmartphones

that

areconnected

to

theinternet,

is

ushering

inanewera

ofvideo

advertising.substantial

growth

because

connected

devices

have

become

cheaper

over

time,allowing

more

people

to

purchase

them

and

use

them

daily.Even

though

digital

video

advertising

was

already

growing

before

the

COVID-19pandemic,

it

experienceda

rapid

increase

since

the

pandemic

started,

becausepeoplehave

been

spending

significantly

more

time

on

consuming

digital

videocontent.

TikTok’s

increasing

popularity

during

the

pandemic,

the

noticeableprevalence

of

the

short

video

format,

and

the

increase

in

ad-supported

video-on-demand

are

the

main

reasons

why

peoplespend

more

time

on

digital

videocontent.

Digital

video

advertising

will

continue

to

gain

importance

significantlybecauseconsumers

watch

more

digital

video

content.Themain

cause

for

theincreaseindigital

video

ads

is

the

improvement

of

theinternetinfrastructureand

theaffordability

ofsmart

devicesthat

can

connecttotheinternet,

such

as

smartTVs,

computers,

and

smartphones.

In

thepasttenyears,

theinternetinfrastructure

has

changed

significantly

and

is

now

moreaccessible,

faster,

and

more

affordable.

Digital

video

advertising

has

experienced6Sources:Market

Insights

2023Video

Advertising

is

an

important

part

of

the

digital

advertising

market,

whichcovers

ads

in

online

videos,

apps,

social

media,

or

streaming

contentsOverview:

Market

DefinitionMarket

definitionVideo

Advertising

includes

all

ad

formatswithin

webbased

videos,

app-basedvideo

players,

social

media,

or

streaming

apps

on

computer

screens,smartphones,tablets,

and

other

internet-connected

devices.

Videos

thatseamlessly

match

the

form

and

function

of

the

environment

(e.g.,

news

websites,video

platforms)

in

which

theyappear

(so-called

native

advertising)

arealsoincluded

inVideo

Advertising.Video

Advertising

comprises

advertising

spending,

connected-TV

advertisingspending,

users,

average

revenue

per

user,

and

user

demographic.

The

marketonly

displays

B2B

spending.

Figures

are

based

on

Video

Advertising

spending

andexclude

agency

commissions,

rebates,

production

costs,

and

taxes.

Keyplayers

inVideo

Advertising

includeComcastCorp.,

TheWaltDisney

Company,

YouTube,TikTok,

and

Facebook.

For

more

information

onthedata

displayed,

usetheinfobutton

rightnext

to

theboxes.7Sources:Market

Insights

2023Video

Advertising

accounted

for

25.98%

of

the

Digital

Advertising

marketrevenue

in

2023Overview:

Key

Takeaways

and

in

scope

/

out

of

scopeKey

TakeawaysIn

scopeOut

of

scopeAd

spending

in

the

Video

Advertising

market

is

projected

to

reachUS$176.6bn

in2023.This

market

includes:This

market

excludes:Ad

spending

is

expected

to

show

an

annual

growth

rate

(CAGR

2023-2028)

of6.49%,

resulting

in

a

projected

marketvolume

of

US$241.9bn

by

2028.•

All

ad

formats

within

webpage-based

videos,

app-based

videoplayers,

social

media

networks,

orsocial

media

apps•

Traditional

TV

advertising

videoformats

broadcasted

over

traditionaltransmission

channels

(e.g.,

DTT,cable,

satellite)With

aprojected

marketvolume

of

US$76,970m

in

2023,

most

revenue

will

begenerated

in

the

United

States.•

Pre-roll,

mid-roll,

and

post-roll

videoads•

Addressable

TV

ads,

targetedadvertising

to

individual

householdsvia

set-top

boxes;

including

cableandsatelliteusing

addressabletechnologies

such

as

Dynamic

AdInsertion

(DAI)Connected

TV

ad

spending

in

theVideo

Advertising

market

isprojected

to

reachUS$29.8bn

in

2023.•

Text-or

image-based

overlays

thatappear

in

video

playersConnected

TV

is

expected

to

show

an

annual

growth

rate

(CAGR

2023-2028)

of11.50%,

resulting

in

a

projected

marketvolume

of

US$51.4bn

by

2028.•

Native

advertisingAd

spending

on

short-form

videos

in

the

Video

Advertising

marketis

projected

toreachUS$88.1bn

in

2023.•

Connected

TV

advertising•

Ad

spending

on

short-form

videos8Sources:Market

Insights

2023CHAPTER

2Market

NumbersVideo

Advertising

ad

spending

is

estimated

to

increase

at

a

CAGR(1)

of

19.0%from

2017

to

2028Market

Size:

GlobalDigital

Video

Advertising

market:

Advertising

spending

forecast

in

billion

US$241.93229.80217.67+19.0%(1)176.63205.13191.32160.24148.64107.54202075.96201954.10201835.5420172021202220232024202520262027202810

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023With

ad

spending

of

US$85.9

billion,

the

Americas

is

the

biggest

market

amongselected

regions

in

2023Market

Size:

Regional

Comparison

(1/2)Digital

Video

Advertising

market:

Advertising

spending

forecast

in

billion

US$+7.7%(1)124.45+5.6%(1)85.9281.9562.46+4.5%(1)29.86+5.7%(1)23.95+5.3%(1)3.4420234.540.8820231.1420232028202820232028202320282028EuropeAfricaAmericasAsiaAustralia

&

Oceania11

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023With

ad

spending

of

US$77.0

billion,

the

United

States

is

the

biggest

marketamong

selected

countries

in

2023Market

Size:

Regional

Comparison

(2/2)Digital

Video

Advertising

market:

Advertising

spending

forecast

in

billion

US$+7.9%(1)112.77+5.7%(1)76.9765.0949.32+3.1%(1)+5.8%(1)+5.5%(1)10.619.093.1020234.112.2420232.9320232028202320282023202820282028ChinaUnited

StatesUnited

KingdomGermanyFrance12

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023Video

Advertising

average

ad

spending

per

internet

user

is

estimated

toincrease

from

2017

to

2028Market

Size:

GlobalDigital

Video

Advertising

market:

Average

ad

spending

per

internet

user

forecast

in

US$39.0440353025201510537.9936.9335.8434.5533.1331.3930.6323.5017.8613.9420189.9402017201920202021202220232024202520262027202813Sources:Market

Insights

2023Australia

&

Oceania

has

the

biggest

market

in

Video

Advertising

average

adspending

per

internet

user

in

2028Market

Size:

Regional

Comparison

(1/2)Digital

Video

Advertising

market:

Average

ad

spending

per

internet

user

forecast

in

US$150141.05135.78136.83129.83132.61123.87128.17117.60122.60110.86115.63103.56107.1395.58102.0191.3010050080.3068.1565.5552.0253.1138.9139.1922.0038.1121.6137.0321.2335.2226.4411.174.970.7334.6520.2935.9620.8432.9919.7230.6718.9829.6318.5323.9913.9018.919.661.0615.457.020.961.251.521.491.511.511.511.501.491.4920172018201920202021Asia2022202320242025202620272028AfricaEuropeAmericasAustralia&

Oceania14Sources:Market

Insights

2023With

average

ad

spending

per

internet

user

of

US$246.6,

the

United

States

isthe

biggest

market

among

selected

countries

in

2023Market

Size:

Regional

Comparison

(2/2)Digital

Video

Advertising

market:

Average

ad

spending

per

internet

user

forecast

in

US$339.7335030025020015010050322.33158.34304.94286.66267.28246.62224.46211.12121.89160.86155.8349.93152.5495.53153.3448.72149.0247.02141.9445.27130.9743.02113.4775.5924.0282.9860.3618.9355.0152.7052.2751.1050.4936.2841.1841.3717.7413.217.9530.6729.0743.5746.0048.2741.0338.4411.7223.5918.3449.75202846.20202647.98202721.3129.6342.24202444.3834.93202136.752022China39.712023020172018201920202025FranceGermanyUnited

KingdomUnited

States15Sources:Market

Insights

2023In

the

Digital

Video

Advertising

market,

mobile

ad

spending‘s

share

reached

69%in

2023Distribution

by

Device:

GlobalDigital

Video

Advertising

market:

Share

by

device20%23%22%26%28%31%69%34%66%37%41%46%50%53%80%77%78%74%72%63%59%54%50%47%201720182019202020212022202320242025202620272028MobileDesktop16Sources:Market

Insights

2023Connec

t

ed

TV

advertising

shows

average

growth

rates

of

around

24.5%

per

yearMarket

Size:

GlobalConnected

TV

Advertising

market:

Advertising

spending

forecast

in

billion

US$51.3547.5643.7739.29+24.5%(1)29.7934.3724.4820.27202115.19202010.5120197.194.6320172018202220232024202520262027202817

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023With

Connec

t

ed

TV

ad

spending

of

US$20.2

billion,

the

Americas

is

the

biggestmarket

among

selected

regions

in

2023Market

Size:

Regional

Comparison

(1/2)Connected

TV

Advertising

market:

Advertising

spending

forecast

in

billion

US$+13.0%(1)37.3220.25+9.0%(1)9.87+5.8%(1)3.682028+4.8%(1)+5.9%(1)6.412.770.3420230.430.0320230.042023202820232028202320282028EuropeAfricaAmericasAsiaAustralia&

Oceania18

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023With

Connec

t

ed

TV

ad

spending

of

US$19.3

billion,

the

United

States

is

thebiggest

market

among

selected

countries

in

2023Market

Size:

Regional

Comparison

(2/2)Connected

TV

Advertising

market:

Advertising

spending

forecast

in

billion

US$+13.4%(1)36.1319.30+10.0%(1)8.22+5.6%(1)+4.7%(1)+5.2%(1)5.100.8620231.130.3920230.490.2820230.362023202820232028202820282028ChinaUnited

StatesUnited

KingdomGermanyFrance19

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023Video

Advertising

ad

spending

on

short-f

or

m

videos

is

estimated

to

increase

ata

CAGR(1)

of

50.9%

from

2017

to

2028Market

Size:

GlobalShort-form

Videos

Advertising:

Advertising

spending

forecast

in

billion

US$145.79134.09122.40111.01+50.9%(1)88.0699.4376.4862.21202132.32202012.8720194.601.5820172018202220232024202520262027202820

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023With

ad

spending

on

short-form

videos

of

US$38.9

billion,

Asia

is

the

biggestmarket

among

selected

regions

in

2023Market

Size:

Regional

Comparison

(1/2)Short-form

Videos

Advertising:

Advertising

spending

forecast

in

billion

US$+13.0%(1)68.23+8.3%(1)57.9038.8837.01+9.9%(1)16.66+11.2%(1)+11.0%(1)10.402.3520281.380.3820230.642023202820282023

2028Americas202320282023EuropeAfricaAsiaAustralia

&

Oceania21

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023With

ad

spending

on

short-form

videos

of

US$34.0

billion,

China

is

the

biggestmarket

among

selected

countries

in

2023Market

Size:

Regional

Comparison

(2/2)Short-form

Videos

Advertising:

Advertising

spending

forecast

in

billion

US$+13.2%(1)+8.0%(1)49.9262.2234.0033.442023+8.6%(1)6.19+11.5%(1)+11.1%(1)4.092.1420281.7820281.241.052023202820282023202820232023ChinaUnited

StatesUnited

KingdomGermanyFrance22

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023The

Walt

Disney

Company

will

add

more

ad-supported

streaming

services

bylaunching

an

ad-supported

version

of

Disney+

by

the

end

of

2022Company

profile:

The

Walt

Disney

CompanyDirect-to-consumer

revenue

by

source,

in

million

US$+57%Overview

of

direct-to-consumerThe

Walt

Disney

Company’s

direct-to-consumer

businesses

consist

of

subscriptionservices

thatprovide

video

streaming

of

general

entertainment,

family

and

sportsprograms,

and

digital

content

distribution

services.12,020+43%+70%Streaming

service

withadverting

salesStreaming

service

withoutadverting

sales7,6453,36620212,357933550*Disney+

will

offer

ad-supportedstreaming

in

late20222020TV/SVOD

distribution

and

otherAdvertisingSubscription

fees23Sources:

CompanyinformationYouTub

e

ad

revenue

increased

by

38%

during

the

COVID-

19

pandemic

and

hadthe

highest

number

of

hours

watched

among

video

and

streaming

appsCompany

profile:

YouTubeGlobal

advertising

revenues

of

YouTube,

in

million

US$COVID-19

pandemicGlobal

video

appson

Android

in

January

2021,

by

monthly

hours

watched23132910+38%(1)820715651185442017201820192020202124

Notes:(1)

CAGR:

CompoundAnnualGrowthRateSources:

Companyinformation;

We

Are

SocialProduct

demos

are

the

most

popular

video

type

used

by

marketers

in

2020Deepdive:

Types

of

B2B

videos

used

worldwideLeading

types

of

B2B

videos

used

worldwide

in

2020Product

demos63%How-to’sExplainers51%51%51%WebinarsTraining

videos47%Social

videos41%40%38%One-to-one

videosCustomer

testimonialsLivestreams32%Thought

leadershipInternal

communication

videosCulture

videos29%29%26%Personalized

videos16%25Sources:

VidyardWhile

YouTub

e

is

the

most

popular

video

platform

for

marketing

purposes,TikTok

has

gained

the

most

attention

from

marketers

in

the

past

yearDeepdive:

Video

platforms

used

by

marketersVideo

platforms

used

for

marketing

purposes

worldwide89%88%70%68%68%65%63%58%53%46%33%31%30%29%28%26%27%24%20%17%14%12%12%10%6%

6%YouTubeFacebookvideoLinkedInvideoInstagramvideoWebinarTwitterFacebookliveInstagram

InteractiveTV

videoTikTok360

videoVirtualrealitySnapchatvide