全球视频广告行业市场前景及投资研究报告-培训课件外文版2024.5优酷youtube

INDUSTRIES

&

MARKETSVideo

Advertising:market

data

&

analysisMarket

Insights

report2023Table

of

ContentsOverviewAppendixSummary567ProductOverviewAuthor2627Market

DefinitionKey

TakeawaysMarket

NumbersAd

Spending91214182022Averagead

spending

per

internetuserConnected

TV

ad

spendingConnectedTV

ad

spending

per

internetuserCompany

ProfilesDeep

Drives2MARKET

INSIGHTSThis

report

is

part

ofour

Market

Insights

productGain

abetter

understanding

ofmarkets

across

190+

geographical

entities

–

onaglobal,

regional,

country,

and/or

statelevel.

Access

our

data

via

webinterface,

download

(XLS,

PDF,

PPT),

or

reports.

Benefit

from

our

48-hourcustomer

service

guarantee.•10

sectors:

advertising

&

media,

consumers,

countries,

digital

sector,finance,

health,

industrial

sector,

mobility,

and

technology1,000+

markets,

e.g.,

FinTech,

Food,

orRobotics•••KPIs,

e.g.,

revenue,

market

shares,

prices,

and

volumeFeatures:

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/3CHAPTER

1OverviewThe

Video

Advertising

market

is

a

fast

growi

ng

marketOverview:

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

smart

connected

devices.

As

expected,

OTT(over-the-top)

advertising

is

used

by

marketers

for

storytelling.

OTT

content,which

can

be

delivered

on

demand

and

directly

to

users'

smart

TVs,

computers,or

smartphones

that

are

connected

to

the

internet,

is

ushering

in

anew

era

ofvideo

advertising.allowing

more

people

to

purchase

them

and

use

them

daily.Even

though

digital

video

advertising

wasalready

growing

beforetheCOVID-19pandemic,

it

experienced

arapid

increasesincethepandemic

started,

becausepeoplehave

been

spending

significantly

more

time

on

consuming

digital

videocontent.

TikTok’s

increasing

popularity

during

thepandemic,

the

noticeableprevalence

oftheshortvideo

format,

and

theincreasein

ad-supported

video-on-demand

arethemain

reasons

why

peoplespend

more

time

on

digital

videocontent.

Digital

video

advertising

will

continue

to

gain

importance

significantlybecause

consumers

watch

more

digital

video

content.The

main

cause

for

the

increase

in

digital

video

ads

is

the

improvement

of

theinternet

infrastructure

and

the

affordability

of

smart

devices

that

can

connect

tothe

internet,

such

as

smart

TVs,

computers,

and

smartphones.

In

the

past

tenyears,

the

internet

infrastructure

has

changed

significantly

and

is

now

moreaccessible,

faster,

and

more

affordable.

Digital

video

advertising

has

experiencedsubstantial

growth

because

connected

devices

have

become

cheaper

over

time,5Sources:Market

Insights

2023Video

Advertising

is

an

important

part

of

the

Digital

Advertising

marketOverview:

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

they

appear

(so-called

native

advertising)

are

alsoincluded

in

Video

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.

Key

players

inVideo

Advertising

includeComcast

Corp.,

The

Walt

Disney

Company,

YouTube,TikTok,

and

Facebook.

For

more

information

on

the

data

displayed,

use

the

infobutton

right

next

to

the

boxes.6Sources:Market

Insights

2023Video

Advertising

accounted

for

29.3%

of

the

Digital

Advertising

market

revenuein

2022Overview:

Key

Takeaways

and

in

scope

/

out

of

scopeKey

TakeawaysIn

scopeOut

of

scopeAd

spending

in

the

Video

Advertising

market

is

projected

to

reachUS$180bn

in2022.This

market

includes:This

market

excludes:Ad

spending

is

expected

to

show

an

annual

growth

rate

(CAGR

2022-2027)

of12.1%,

resulting

in

a

projected

marketvolume

of

US$319bn

by

2027.•

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)In

the

Video

Advertising

market,

US$249bn

of

total

ad

spendingwill

be

generatedthroughmobile

in

2027.•

Pre-roll,

mid-roll,

and

post-roll

videoads•

Addressable

TV

ads,

targetedadvertising

to

individual

householdsvia

set-top

boxes;

including

cable

andsatellite

using

addressabletechnologies

such

as

Dynamic

AdInsertion

(DAI)Connected

TV

ad

spending

in

the

Video

Advertising

market

is

projected

to

reachUS$31bn

in

2022.•

Text-or

image-based

overlays

thatappear

in

video

playersConnected

TV

is

expected

to

show

an

annual

growth

rate

(CAGR

2022-2027)

of

13%,resulting

in

a

projected

market

volume

ofUS$49bn

by

2027.•

Native

advertising•

Connected

TV

advertising•

Ad

spending

on

short-form

videos7Sources:Market

Insights

2023CHAPTER

2Market

NumbersThe

Video

Advertising

segment

shows

average

growth

rates

of

around

24.5%per

yearDistribution

by

device:

GlobalDigital

Video

Advertising

market:

Mobile

and

desktop

distribution

forecast

in

billion

US$31929322%26623%239+24.5%(1)18025%21028%31%15034%78%10637%77%75%7572%41%69%5446%66%3663%50%50%59%53%54%47%20172018201920202021202220232024202520262027MobileDesktop9Notes:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023Sources:Between

2022

and

2027,

China

shows

the

biggest

growth

in

Video

Advertisingwith

a

CAGR(1)

of

13.2%Distribution

by

device:

Regional

comparison

(1/4)Digital

Video

Advertising

market:

Mobile

and

desktop

distribution

forecast

in

billion

US$+12.8%(1)147.922%+13.2%(1)94.519%81.037%+8.9%(1)+9.9%(1)50.824%78%40.122%78%36.323%77%81%23.725.063%76%40%38%60%62%20222027202220272022202720222027U.S.ChinaEuropeROW(2)MobileDesktop10

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRate

(2)

ROW:

rest

ofthe

worldMarket

Insights

2023With

revenue

s

of

US$9.7

billion,

the

UK

will

likely

be

the

biggest

market

amongthe

top

5

EU

countries

in

2022Distribution

by

device:

Regional

comparison

(2/4)Digital

Video

Advertising

market:

Mobile

and

desktop

distribution

forecast

in

billion

US$+8.2%(1)14.421%9.7+10.1%(1)5.1+10.3%(1)38%+9.2%(1)+9.7%(1)79%3.60.82.821%3.12.52.262%1.841%1.621%1.179%0.924%40%40%59%79%1.376%60%202260%202220272022202720222027202720222027UKGermanyFranceItalySpainMobileDesktop11

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023Out

of

the

major

regions,

ad

revenue

per

internet

user

remains

highest

in

theU.S.Distribution

by

device:

Regional

comparison

(3/4)Digital

Video

Advertising

market:

Average

ad

spending

per

internet

user

forecast

in

US$+11.3%(1)450.1101.0263.797.6349.12027+9.8%(1)+7.7%(1)+5.4%(1)77.562.62027166.1202248.536.9202248.036.914.833.119.88.25.1

3.110.72.411.611.213.38.32027202220272022U.S.ChinaEuropeROW(2)MobileDesktop12

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRate

(2)

ROW:

rest

ofthe

worldMarket

Insights

2023Among

the

top

5

EU

countries,

the

desktop

ad

revenue

per

internet

user

in2022

will

likely

be

the

highest

in

the

UKDistribution

by

device:

Regional

comparison

(4/4)Digital

Video

Advertising

market:

Average

ad

spending

per

internet

user

forecast

in

US$+7%(1)2194615259+9%(1)+9%(1)+8%(18%(1)521141421740163514393094261695248112524202221202220222027202220272027202720222027UKGermanyFranceItalySpainMobileDesktop13

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023Connec

t

ed

TV

advertising

shows

average

growth

rates

of

around

29%

per

yearMarket

Size:

GlobalConnected

TV

Advertising

market:

Advertising

spending

forecast

in

billion

US$49464136+29%(1)3126211510742017201820192020202120222023202420252026202714

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRate

/average

growthrate

per

yearMarket

Insights

2023In

2022,

Connec

t

ed

TV

advertising

is

expected

to

account

for

15%

of

the

VideoAdvertising

revenueMarket

distribution:

GlobalConnected

TV

Advertising

market:

Share

of

Video

Advertising11%13%14%14%14%15%15%85%15%15%15%16%89%87%86%86%86%85%85%85%85%84%20172018201920202021202220232024202520262027Non-connected

TVConnected

TV15

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRate

/average

growthrate

per

yearMarket

Insights

2023Between

2022

and

2027,

China

shows

the

biggest

growth

in

connected

TVadvertising

with

a

CAGR(1)

of

14.3%Market

Size:

Regional

comparison

(1/4)Connected

TV

Advertising

market:

Advertising

spending

forecast

in

billion

US$+13.0%(1)28.815.7+14.3%(1)9.2+12.5%(1)+13.0%(1)5.35.34.73.02.920222027202220272022202720222027U.S.ChinaEuropeROW(2)16

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRate

/average

growthrate

per

year

(2)

ROW:

rest

ofthe

worldMarket

Insights

2023With

revenue

s

of

US$1.07

billion,

the

UK

will

likely

be

the

biggest

market

amongthe

top

5

EU

countries

in

2022Market

Size:

Regional

comparison

(2/4)Connected

TV

Advertising

market:

Advertising

spending

forecast

in

billion

US$+12.2%(1)1.90+11.4%(1)0.731.07+11.5%(1)0.53+13.6%(1)0.39+13.7%(1)0.270.430.310.210.142022202720222027202220272022202720222027UKGermanyFranceItalySpain17

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRate

/average

growthrate

per

yearMarket

Insights

2023Out

of

the

major

regions,

connected

TV

ad

revenue

per

internet

user

remainshighest

in

the

U.S.Market

Size:

Regional

comparison

(3/4)Connected

TV

advertising

market:

Average

ad

spending

per

internet

user

forecast

in

US$+11.5%(1)87.751.0+8.5%(1)+10.9%(1)+11.2%(1)13.08.67.57.14.54.120222027202220272022202720222027U.S.ChinaEuropeROW(2)18

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRate

/average

growthrate

per

year

(2)

ROW:

rest

ofthe

worldMarket

Insights

2023Among

the

top

5

EU

countries,

connected

TV

ad

revenue

per

internet

user

in2022

will

likely

be

the

highest

in

the

UKMarket

Size:

Regional

comparison

(4/4)Connected

TV

advertising

market:

Average

ad

spending

per

internet

user

forecast

in

US$+11%(1)29.016.9+11%(1)+10%(1)+13%(1)+12%(1)9.49.18.25.75.55.94.53.42022202720222027202220272022202720222027UKGermanyFranceItalySpain19

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRate

/average

growthrate

per

yearMarket

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

revenueby

source,

in

million

US$+57%Overviewof

direct-to-consumerThe

Walt

Disney

Company’s

direct-to-consumer

businesses

consist

of

subscriptionservices

that

provide

video

streaming

of

general

entertainment,

family

and

sportsprograms,

and

digital

contentdistribution

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

service

withadverting

salesStreaming

service

withoutadverting

sales7,6453,36620212,357933550*Disney+

will

offer

ad-supportedstreamingin

late

20222020TV/SVOD

distribution

and

otherAdvertisingSubscription

fees20Sources:

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

apps

on

Android

in

January

2021,

by

monthly

hours

watched23132910+38%(1)820715651185442017201820192020202121

Notes:(1)

CAGR:

CompoundAnnualGrowthRate

/average

growthrate

per

yearSources:

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%ThoughtleadershipInternal

communication

videosCulture

videos29%29%26%Personalized

videos16%22Sources:

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%29%27%30%28%26%24%20%17%14%12%10%360

video12%6%

6%YouTubeFacebookvideoLinkedInvideoInstagramvideoWebinarTwitterFacebook

Instagram

Interactivelive

TV

videoTikTokVirtualrealitySnapchatvideo2021202223Sources:

WyzowlConnec

t

ed

TV

has

an

opportunity

to

be

the

fastest-growing

platform

for

videoadvertisingDeepdive:

glo