美国数字显示广告行业市场前景及投资研究报告-培训课件外文版2024.5游戏内置广告

DIGITAL

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TRENDSDigitaldisplayadvertisingintheUnitedStatesCHAPTER

01OverviewDigitaladvertisingspendingintheUnitedStatesfrom2021to2027(inbillionU.S.dollars)DigitaladvertisingspendingintheU.S.2021-2027450400350394.67358.84325.45293.52300263.89244.7825020015010050221.390202120222023*2024*2025*2026*2027*4Description:ItisprojectedthatdigitaladvertisingexpendituresintheUnitedStateswillincreaseby50percentbetween2023and2027.InthatfiveyearsperiodU.S.digitaladspendwillgrowfrom264to395billiondollars.Thesefigureswillrepresentroughly42percentofglobaldigitaladspending,whichisexpectedtoreachsome836billionU.S.dollarsin2026,upfromthe627billionrecordedin2018.ReadmoreNote(s):UnitedStates;2021and2022;*Forecast.ReadmoreSource(s):eMarketer;InsiderIntelligenceBreakdownofonlineadvertisingrevenueintheUnitedStatesin2022,byformatBreakdownofU.S.onlineadrevenue2022,byformat45%40.2%40%35%30%25%20%15%10%5%30.3%22.5%4.2%2.8%0%SearchDisplayVideoAudioOther5Description:In2022,roughly40percentofonlineadrevenueintheUnitedStateswasgeneratedthroughsearchadvertising.Aboutathirdoftherevenuecamefromonlinedisplayadsthatyear.

ReadmoreNote(s):UnitedStates;2022Source(s):IAB(U.S.);PwC;SearchEngineLandDigitaldisplayadvertisingspendingintheUnitedStatesfrom2020to2022(inbillionU.S.dollars)DisplayadspendintheU.S.2020-2022706063.556.750444030201002020202120226Description:In2022,digitaldisplayadvertisingspendingintheUnitedStatesamountedto63.5billionU.S.dollars.Ayearearlier,itstoodat56.7billion,whichsignifiesanannualgrowthrateof12percent.ReadmoreNote(s):UnitedStates;2020to2022Source(s):IAB(U.S.);PwC;SearchEngineLandChangeindigitaldisplayadvertisingspendingintheUnitedStatesfrom2020to2022DigitaldisplayadspendgrowthintheU.S.2020-20223530252028.915.4151210502020202120227Description:In2022,digitaldisplayadvertisingspendingintheUnitedStatesincreasedby12percent,from56.7billionto63.5billionU.S.dollars.Displayisthesecondmostinvested-indigitaladformatintheU.S.,withamarketshareofroughly30percent.

ReadmoreNote(s):UnitedStates;*ForecastReadmoreSource(s):IAB(U.S.);InsideRadio;PwCLeadinginternetdisplayadvertisersintheUnitedStatesin2022,byadspend(inmillionU.S.dollars)LargestinternetdisplayadvertisersintheU.S.2022SpendinginmillionU.S.dollars150

200

250050100300350400450447500AmazonCapitalOneFinancialCorp.Alphabet(Google)166159159ComcastCorp.VerizonCommunicationsWaltDisneyCo.110108GeneralMotorsCo.ExpediaGroup9691LightInTheBoxHoldingCo.WarnerBros.Discovery84828Description:In2022,Amazoninvestedapproximately447millionU.S.dollarsindesktopinternetdisplayadvertising.Thecompanyrankedastheleadingspenderwithinthiscategorythatyear.CapitalOneFinancialCorporationfollowed,havingspent153milliondollarsoninternetdisplayads.ReadmoreNote(s):UnitedStates;2022;measuredmediaonly;desktopdisplayonly-excludespaidsearch,videoandotherformsofinternetadvertisingSource(s):AdvertisingAge;Pathmatics;VivvixDistributionofdigitaldisplayadvertisingworldwidein2022,bydesigntypeDisplayadvertisingworldwide2022,bydesigntype70%63.66%60%50%40%35.02%30%20%10%0%1.32%AnimatedStaticAudio&video9Description:In2022,alittleundertwothirdsofdigitaldisplayadscreatedworldwidewereanimatedalittleoverathirdwerestatic.Audioandvideoadsaccountedfor1.32percentofalldisplayads.

ReadmoreNote(s):Worldwide;asofDecember12,2022;basedonthreemilliondisplaydesignsontheCreatopyplatform;widerindustrymetricsmayvarySource(s):CreatopyLeadingdigitalstaticdisplayadsizesworldwidein2022Staticdisplayadvertisingworldwide2022,bysize14%12.6%12%9.8%10%8%6%4%2%0%9%8.6%7.7%300x250px728x90px300x600px320x50px160x600px10Description:In2022,300x250pixelswasthemostpopulardigitalstaticdisplayadsize,usedin12.6percentofanalyzedaddesigns.728x90pixelsrankedsecond,with9.8percent.

ReadmoreNote(s):Worldwide;asofDecember12,2022;basedonthreemilliondisplaydesignsontheCreatopyplatform;widerindustrymetricsmayvarySource(s):CreatopyCHAPTER

02DevicesDigitalbanneradvertisingspendingintheUnitedStatesfrom2018to2027,bydevice(inbillionU.S.dollars)DigitalMarketOutlook:banneradvertisingspendingintheU.S.2018-2027,bydeviceBannerAdvertisingMobileBannerAdvertisingDesktop9080706017.7817.1616.6316.1615.785040302010015.4815.8814.8614.4960.72202757.66202614.0454.49202550.96202446.93202342.28202238.64202131.25202025.821.212018201912Description:Theadspendingisforecasttoexperiencesignificantgrowthinallsegmentsin2027.Aspartofthepositivetrend,theadspendingreachesthemaximumvalueforbothsegmentsattheendofthecomparisonperiod.ParticularlynoteworthyisthesegmentBannerAdvertisingMobile,whichhasthehighestvalueof60.72billionU.S.dollars.ReadmoreNote(s):UnitedStates;2018to2027Source(s):DigitalMarketInsightsDigitalbanneradvertisingspendinggrowthintheUnitedStatesfrom2019to2027,bydeviceDigitalMarketOutlook:banneradspendingchangeU.S.2019-2027,bydeviceBannerAdvertisingMobileBannerAdvertisingDesktop23.62%25%20%15%10%5%21.64%21.13%10.98%9.44%8.59%2.42%6.81%6.94%2.87%5.82%3.2%5.3%3.64%3.21%20192.6%20201.97%0%-2.52%2022-5%20212023202420252026202713Description:Overtheforecastperioduntil2027,theadspendinggrowthisforecasttoexhibitfluctuationsamongthetwosegments.OnlyforthesegmentBannerAdvertisingDesktop,asignificantincreasecanbeobservedovertheforecastperiod.Here,therevenuegrowthexhibitsadifferenceof0.43percentbetween2019and2027.ReadmoreNote(s):UnitedStates;2019to2027Source(s):DigitalMarketInsightsDigitalbanneradvertisingaveragespendingperinternetuserintheUnitedStatesfrom2018to2027,bydevice(inU.S.dollars)DigitalMarketOutlook:banneradspendperinternetuserU.S.2018-2027,bydeviceBannerAdvertisingMobileBannerAdvertisingDesktop3002502001501005054.1352.8351.8351.0650.5650.3552.5250.0249.8749.17184.822027177.562026169.882025160.972024150.362023137.582022127.812021105.18202088.82201974.30201814Description:Overthelasttwoobservations,theaveragerevenueperuser(ARPU)isforecasttosignificantlyincreaseinallsegments.Aspartofthepositivetrend,therevenueperuserreachesthemaximumvalueforbothsegmentsattheendofthecomparisonperiod.ParticularlynoteworthyisthesegmentBannerAdvertisingMobile,whichhasthehighestvalueof184.82U.S.dollars.ReadmoreNote(s):UnitedStates;2018to2027Source(s):DigitalMarketInsightsBanneradvertisingeffectivecost-per-mille(eCPM)forAndroidappsintheUnitedStatesfromDecember2022toMarch2023(inU.S.dollars)In-appbanneradseCPMforAndroidintheU.S.20231.00.880.90.80.70.60.50.40.30.20.10.00.790.720.61December2022January2023February2023March202315Description:BetweenDecember2022andMarch2023,theeffectivecost-per-mille(eCPM)forin-appbanneradsforAndroidintheUnitedStatesexperiencedafluctuation,fallingto0.61U.S.dollarsinJanuary2023,onlytoincreaseto0.79U.S.dollarsforthesamevaluetwomonthslater,inMarch2023.ReadmoreNote(s):UnitedStates;December2022toMarch2023Source(s):AppodealBanneradvertisingeffectivecost-per-mille(eCPM)foriOSappsintheUnitedStatesfromDecember2022toMarch2023(inU.S.dollars)In-appbanneradseCPMforiOSintheU.S.20230.50.40.40.40.30.30.20.20.10.10.00.320.310.29December2022January2023February2023March202316Description:BetweenDecember2022andMarch2023,theeffectivecost-per-mille(eCPM)forin-appbanneradsforiOSintheUnitedStatesexperiencedafluctuation,fallingto0.29U.S.dollarsinJanuary2023,onlytoincreaseto0.32U.S.dollarsforthesamevaluetwomonthslater,inMarch2023.ReadmoreNote(s):UnitedStates;December2022toMarch2023Source(s):AppodealDigitaladvertisingviewabilityratesintheUnitedStatesfrom1sthalf2020to2ndhalf2022,byformatanddeviceDigitaladviewabilityratesintheU.S.2020-2022,byformatDesktopdisplayDesktopvideoMobilewebdisplayMobileappdisplay89.3%Mobilewebvideo87.7%95%90%85%80%75%70%65%60%85.2%84.1%74.7%82.3%78.9%73.9%73.4%73.3%73%72.6%70.1%72.3%69.1%71.6%68.2%71.3%70.9%68.1%70.3%69.8%66.9%67.6%67.6%66.8%66.1%66.1%64.4%63.1%H12020H22020H12021H22021H12022H2202217Description:Inthesecondhalfof2022,mobileappdisplayadvertisinghadthehighestviewabilityrateamongallmeasuredformatsintheUnitedStates,at84.1percent.Inotherwords,84.1percentofstaticdisplayadsdisplayedonmobileplatformsinthecountrywereinviewinthemeasuredperiod.ReadmoreNote(s):UnitedStates;H12020toH22022Source(s):IntegralAdScience;MarketingChartsMobileadvertisingspendingintheUnitedStatesfrom2018to2027,byformat(inbillionU.S.dollars)MobileadspendintheU.S.2018-2027,byformatSearchAdvertisingMobileVideoAdvertisingMobileBannerAdvertisingMobileInfluencerAdvertisingMobile3002502001501005002026202618Description:Theadspendingisforecasttoexperiencesignificantgrowthinallsegmentsin2027.Thisreflectstheoveralltrendthroughouttheentireforecastperiodfrom2018to2027.Itisestimatedthattheadspendingiscontinuouslyrisinginallsegments.Inthisregard,theSearchAdvertisingMobilesegmentachievesthehighestvalueof113.23billionU.S.dollarsin2027.ReadmoreNote(s):UnitedStates;2018to2027Source(s):DigitalMarketInsightsAveragetimespentwithmobileadvertisingamongsmartphoneusersworldwideinApril2022,byadformat(inseconds)Timespentwithmobileadsworldwide2022,byadformatTimeinseconds0.00.51.01.52.02.53.033.5InterscrollerVideointerscrollerNativevideo3.32.8300x600/DMPUPre-roll2.42.4300x250/MPUNativeimage1.51.5320x50/mobilebannerNativepencil0.60.619Description:InApril2022,smartphoneusersfromAustralia,Canada,theUnitedKingdom,andtheUnitedStatesspentanaverageof2.8secondswithamobilenativevideoad.Thetimewashighestformobileinterscrollerads,with3.3seconds.

ReadmoreNote(s):Worldwide;April2022;datawascollectedinAustralia,Canada,theUnitedKingdom,andtheUnitedStatesSource(s):AmplifiedResearchandConsulting;InsiderIntelligence;OMDWorldwide;YahooCHAPTER

03LargestindustriesTelecommunicationsdigitalstaticdisplayadvertisingspendingintheUnitedStatesfrom2019to2021(inbillionU.S.dollars)Telecommunications'displayadspendintheU.S.2019-20214.54.03.53.02.54.192.01.51.00.50.01.821.4620192020202121Description:In2021,thetelecommunicationsindustryspentnearly4.2billionU.S.dollarsonstaticdisplayadvertisingintheUnitedStates.Thatwasmorethantheexpendituresofthetwopreviousyearsaltogether.ReadmoreNote(s):UnitedStates;2019to2021;grossfigures;excludingvolumediscounts;excludingpaidsocialandsearchSource(s):NielsenFinancedigitalstaticdisplayadvertisingspendingintheUnitedStatesfrom2019to2021(inbillionU.S.dollars)Finance'sdisplayadspendintheU.S.2019-20214.03.53.03.522.52.132.072.01.51.00.50.020192020202122Description:In2021,thefinancialsector'sexpenditureonstaticdisplayadvertisingintheUnitedStatesamountedto3.52billionU.S.dollars,up70percentfrom2.07billiondollarsinthepreviousyear.ReadmoreNote(s):UnitedStates;2019to2021;grossfigures;excludingvolumediscounts;excludingvolumediscounts;excludingpaidsocialandsearchSource(s):NielsenRetaildigitalstaticdisplayadvertisingspendingintheUnitedStatesfrom2019to2021(inbillionU.S.dollars)Retail'sdisplayadspendintheU.S.2019-20213.53.173.02.52.01.51.00.52.831.980.020192020202123Description:In2021,theretailsectorspent2.83billionU.S.dollarsonstaticdisplayadvertisingintheUnitedStates,down11percentfrom3.17billiondollarstwoyearsearlier.ReadmoreNote(s):UnitedStates;2019to2021;grossfigures;excludingvolumediscountsSource(s):NielsenHealthcaredigitalstaticdisplayadvertisingspendingintheUnitedStatesfrom2019to2021(inbillionU.S.dollars)Healthcare'sdisplayadspendintheU.S.2019-20213.02.52.02.671.521.51.061.00.50.020192020202124Description:In2021,thehealthcaresectorspent2.67billionU.S.dollarsonstaticdisplayadvertisingintheUnitedStates.Thatwasmorethantheexpendituresof2019and2020combined.ReadmoreNote(s):UnitedStates;2019to2021;grossfigures;excludingvolumediscountsSource(s):NielsenBusinessservicesdigitalstaticdisplayadvertisingspendingintheUnitedStatesfrom2019to2021(inbillionU.S.dollars)Businessservices'displayadspendintheU.S.2019-20213.02.52.642.01.51.411.51.00.50.020192020202125Description:In2021,businessservices'expenditureonstaticdisplayadvertisingintheUnitedStatesskyrocketedbyover87percent,surpassing2.6billionU.S.dollars.ReadmoreNote(s):UnitedStates;2019to2021;grossfigures;excludingvolumediscounts;excludingpaidsocialandsearchSource(s):NielsenCHAPTER

04MarketerinsightsShareofmediabudgetsdevotedtodigitalaccordingtomarketersintheUnitedStatesin2023,byformatShareofdigitalinmediabudgetsintheU.S.2023,byformat90%79.4%80%70%60%50%40%30%20%10%0%22.4%16%15.9%13.1%3.8%3.7%3.1%1.4%TotaldigitalDigitalvideo*Paidsearch(SEM)SocialmediaDigitaldisplayDigitalout-of-home(DOOH)PodcastsDigitalaudio**Gaming27Description:DuringasurveycarriedoutbetweenOctoberandNovember2022amongbrandandagencymediaplannersandbuyers,aswellasmarketersintheUnitedStates,itwasfoundthatonaverage,respondentswereplanningtodevote79.4percentoftheirmediabudgetstodigitalmedia.Podcastswereexpectedtoaccountfor3.7percent,onaverage.ReadmoreNote(s):UnitedStates;October18toNovember7,2022;120respondents;amongbrandandagencymediaplannersandbuyers,aswellasmarketers;*Includesover-the-top(OTT)andconnectedTV(CTV).**Excludespodcasts.

ReadmoreSource(s):IAB(U.S.)ChangeinattentionpaidtodigitaladvertisingstrategiesandformatsintheUnitedStatesin2023(versus2022)Leadingdigitaladstrategies&formatsintheU.S.2023ShareofrespondentsFocusthesame

Focussignificantly/somwhatless20%

40%

60%Focussignificantly/somewhatmore0%Noanswer80%100%8%

5%120%Cross-platformmeasurement55%53%52%52%52%32%34%34%Adplacementwithpublisherswithfirst-partydataFirst-partydataaquisition/partnershipsCreator/influencerads/partnershipsMarketingmixmodelingAttributionmodeling4%

9%2%

12%9%

14%25%30%33%37%6%7%12%14%11%46%46%43%36%30%29%26%ContextualadsShoppableadsAttentionmetricsRetailmedianetworkadsDatacleanrooms6%23%24%31%30%36%27%35%7%5%28%35%11%6%Web326%12%28Description:Duringasurveycarriedoutinlate2022amongadinvestmentdecisionmakersintheUnitedStates,52percentofrespondentsstatedtheywereplanningtofocussomewhatorsignificantlymoretimeand/orresourcesoncreator/influenceradsorpartnershipsin2023thantheyhadin2022.Ontheotherhand,ninepercentofrespondentssaidtheywouldfocuslessonthistypeofmarketing.ReadmoreNote(s):UnitedStates;October18toNovember7,2022;223respondents;amongadinvestmentdecisionmakersatbrands,agencies,andotherrelatedentitiesSource(s):IAB(U.S.);Website()LeadingmediatypesforadvertiserstoachievetheirgoalsandKPIsintheUnitedStatesasofOctober2021,bytypeLeadingmediatypestoachieveadvertisergoalsintheU.S.2021Audio(anytype)4%Print4%OOH(traditional)3%Display10%Video*50%Social13%Search16%29Description:AccordingtoanOctober2021surveyamongadvertisersintheUnitedStates,50percentofrespondentssaidtheyconsideredvideotobethemostvaluablemediatypeinaccomplishingtheiradvertisinggoalsandkeyperformanceindicators(KPIs).Searchfollowedwith16percentofrespondentsmentioningit,while13percentcitedsocialmedia.ReadmoreNote(s):UnitedStates;October2021;250respondents;amongagencyandin-housemarketers;*VideoincludesTV(linear,addressable,CTV,OTT,etc.),digitalvideo,out-of-homemedia,aswellcinema.Amongrespondents,63percentagencyand[...]

ReadmoreSource(s):AdvertiserPerceptionsReturnoninvestment(ROI)ofadvertisingcampaignsinselectedmediaintheUnitedStatesin2022Returnoninvestment(ROI)ofadcampaignsinselectedmediaintheU.S.in202250%45%40%35%30%25%20%15%10%5%43%32%29%27%16%SMS15%0%DirectmailEmailSocialmediaadvertisingPaidsearchDigitaldisplayadvertising30Description:In2022,directmail'sreturnoninvestment(ROI)outperformedallotherpresentedchannelswithanaverageof43percent.EmailandsocialmediaadvertisingroundedupthetopthreewithROIsof32and29percent,respectively.

ReadmoreNote(s):UnitedStates;2022Source(s):ANA;SeQuelResponseMediadevelopingthemostinnovativeopportunitiesforadvertisersaccordingtoagencyandadexecutivesintheUnitedStatesasofJune2022MediadevelopingthemostinnovativeopportunitiesforadvertisersintheU.S.2022Shareofrespondents0%10%20%30%40%50%60%70%Socialmedia61%Mobile48%DOOH47%46%45%43%42%41%41%DigitalvideoDigitalaudioSearch(incl.pay-per-click)BroadcastTV(excl.TVadsservedviatheinternet)ProgrammaticDOOHDisplay(excl.social)In-app36%CTV33%TraditionalOOHPrint25%18%Radio14%31Description:Duringamid-2022surveyamongagencyandadvertisingexecutivesintheUnitedStates,61percentsaidsocialmediaweredevelopingthemostinnovativeopportunitiesforadvertisers.Mobileadsanddigitalout-of-home(DOOH)mediafollowed,mentionedby48and47percentofrespondents,respectively.ReadmoreNote(s):UnitedStates;June2022;200respondentsSource(s):eMarketer;InsiderIntelligence;Loop;MTM;VIOOHAdvertisingchannelswithhighestbrandsafetyriskaccordingtomarketersintheUnitedStatesin4thquarter2022AdformatswithhighestbrandsafetyriskintheU.S.202250%46%45%40%35%30%25%20%15%10%5%33%29%29%29%0%PaidsocialSearchDigitalvideoDisplayMobilein-app32Description:DuringasurveycarriedoutamongmarketersintheUnitedStates,46percentofrespondentsstatedthattheybelievedpaidadvertisingonsocialchannelscarriedthehighestbrandsafetyrisk.Athirdofrespondentssaidthatsearchadshadthehighestriskforbrands.ReadmoreNote(s):Q42022;252respondents;amongmarketersandagencyexecutiveswhoareinvolvedinmediabrandselectiondecisionsandspendatleastonemillionU.S.dollarsannuallyonadvertisingSource(s):AdvertiserPerceptions;MarketingChartsCHAPTER

05ConsumerinsightsMostcommonsourcesofnewbrand,product,andservicediscoveryamonginternetusersintheUnitedStatesasof3rdquarter2022MainchannelsofnewbranddiscoveryintheU.S.Q32022Shareofrespondents0%5%10%15%20%25%30%35%40%AdsonTVWord-of-mouthrecommendationsfromfriendsorfamilyOnlineretailwebsites35.3%35.3%32.3%31.8%SearchenginesAdsonsocialmedia28.5%In-storedisplaysorpromotionsAdsonwebsites26.9%24.1%24%BrandorproductwebsitesTVshowsorfilms21.6%AdsinmobileortabletappsRecommendationsorcommentsonsocialmediaAdsbeforeonlinevideosortvshowsConsumerreviewsites19.1%18.5%17.6%17.2%16.7%15.6%Companyemails,lettersormailshotsProductsamplesortrials34Description:Accordingtotheglobalsurveyconductedinthethirdquarterof2022,around35percentofinternetusersintheUnitedStatesreporteddiscoveringnewbrandsviasearchengines.Another35percentoftherespondentscameuponnewbrandsthroughword-of-mouthrecommendationsfromfriendsorfamily.Meanwhile,32percentoftheusersdiscoverednewbrands,products,andservicesononlineretailwebsites.

ReadmoreNote(s):UnitedStates;Q32022;16-64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialMostinfluentialadvertisingchannelswhenmakingpurchasingdecisionsamongfemaleGenerationZconsumersintheUnitedStatesasofMay2021MostinfluentialadchannelsforGenZintheU.S.2021Shareofrespondents0%10%20%30%40%50%60%70%Recommendationsfromfriends/familySeeingafriend/familymembersusingproductTikTokvideos59%54%39%38%Seeingadisplayin-storeTVadvertising31%Instagramads23%22%21%InstagraminfluencerpostsHavingproductfeaturedinastorecircular/adFacebookads19%19%DigitaladsonwebsitesPrint/magazineadvertisingTwitterads14%11%FacebookinfluencerpostsRadioadvertising9%6%Billboardadvertising4%35Description:Duringa2021surveycarriedoutintheUnitedStates,59percentoffemale-presentingrespondentsaged17to23statedthatrecommendationsfromfriendsandfamilyweremostlikelytoinfluencetheirpurchasingdecisions.Whilethiswasthemostpopularanswergiveninthesurvey,39percentofrespondentsalsosaidtheyweremostlikelytobuyaproductafterseeingitonTikTok.ReadmoreNote(s):UnitedStates;asofMay2021;17-23years;amongfemale-presentingrespondentsSource(s):IRI;MarketingChartsAdvertisingchannelsthathelpconsumersmakethesmartestpurchasingdecisionsintheUnitedStatesasofMarch2021MosthelpfuladformatsforpurchasingdecisionsintheU.S.202130%27%26%24%25%20%15%10%5%16%6%1%0%Adsonwebsitesandapps

DirectmailandcatalogsTVandradioadsAdsinmysocialmediafeedPhonecallsandtextsOther36Description:In2021,asurveyintheUnitedStatesaskedwhichtypeofadvertisinghelpedconsumersmakethesmartestpurchasingdecisions.Directmailandcatalogswerechosenby26percentofrespondents,withonlyonepercentagepointlowerthanthesharesofadsonwebsitesandapps(27percent).Theresultsindicatetheongoingrelevanceofthistraditionaltypeofadvertisingwhenitcomestopurchasingdecisions.ReadmoreNote(s):UnitedStates;March2021;2,410consumersSource(s):LoopMe;MarketingChartsAdformatsusedbyinfluencerspreferredbysocialmediausersintheUnitedStatesasofApril2021InfluenceradformatsreferredbyU.S.socialmediausers202127.4%24.4%25%20%15%10%5%23.1%13.8%11.3%0%Short-formvideos(Instagram

Permanentphotopostsonreels,Tiktoks)

theirfeedLong-formvideos(Youtube

24-hourstory(i.e.Instagramor

Textorwrittenpost(i.e.avideos,Twitchstreams)

Snapchatstory)

Tweet)37Description:Duringa2021survey,itwasfoundthatshort-formvideoswerethemostpopularformatsofinfluenceradsamongU.S.socialmediausersaged16to34,preferredby27.4percentofrespondents.Permanentphotosandlong-formvideosfollowedcloselywith24percentand23percent,respectively.ReadmoreNote(s):UnitedStates;1,000respondents;16-34yearsSource(s):GRINInfluencercontenttypessocialmediausersconsideredhelpfulwhilemakingpurchasedecisionsintheUnitedStatesasofApril2021MosteffectiveinfluencercontenttypesintheU.S.202145%40%35%30%25%20%15%10%5%42.4%14%13.3%13%11.2%6.1%0%ReviewsAnswerstofrequentlyaskedquestionsabouttheproductTutorialsUnboxingImagesorvideosofthe

Imagesorvideosoftheproductinuse

productonly38Description:Duringa2021survey,42.4percentofrespondingsocialmediausersaged16to34fromtheUnitedStatesstatedthatreviewshelpedthemmakedecisionsonpurchasingfromasocialmediainfluencer.Thismakesreviewsthemosthelpfulinfluencercontenttypeforthesurveyrespondentsbyawidemargin.ReadmoreNote(s):UnitedStates;1,000respondents;16-34yearsSource(s):GRINCHAPTER

06TrendsTypesofretailmedianetwork(RMN)adtacticsusedbyadvertisersintheUnitedStatesasofNovember2022Typesofretailmedianetwork(RMN)adtacticsusedintheU.S.2022RunningNotrunning,butconsideringNotrunning,notconsidering,ornoanswer120%100%80%60%40%20%0%2%5%5%7%23%31%29%22%32%23%91%73%63%48%46%Onsite(owned&operated)Offsitedisplay(directbuys,banner)Offsitevideo(CTV,OLV)Retailers'email/newsletterIn-storeDOOH40Description:DuringasurveycarriedoutamongU.S.advertisingdecision-makersinlate2022,itwasfoundthat91percentofrespondentsusedonlineretailmediaads.Nearlythreequartersusedoffsitedisplayretailmediaads.In-storedigitalout-of-home(DOOH)hadthelowestusagerate,namedby46percentofadvertisers.ReadmoreNote(s):October18toNovember7,2022;56respondents;amongadinvestmentdecisionmakerscurrentlyinvestinginretailmedianetworksatbrands,agencies,andotherrelatedentitiesSource(s):IAB(U.S.)AdtypesusedinAmazonadvertisingaccordingtoretailersintheUnitedStatesbetweenJanuaryandMarch2022AdtypesusedinretailAmazonadvertisingintheU.S.202250%44%45%40%35%30%25%20%15%10%5%41%40%39%38%33%24%0%VideoAdsCustomadvertising

AmazonDSPDisplay

Sponsoredproducts

Sponsoreddisplaysolutions

AdsSponsoredbrandsAudioAds41Description:AccordingtoasurveyamongbrandsadvertisingonAmazonintheUnitedStatesbetweenJanuaryandMarch2022,44percentofrespondentsmentionedusingvideoads,followedby41percentadoptingcustomadvertisingsolutions.Amazondemand-side-platform(DSP)displayadswereleveragedby40percentofrespondents.ReadmoreNote(s):UnitedStates;January24toMarch4,2022;>1,000;amongretailbusinessdecision-makersSource(s):Feedvis