IAS-2019年广告行业趋势报告（英文）-2019.3-24页.pdf

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 to explore what we discovered. Advertising trends, technologies, and priorities that will shape the industry in 2019Industry Pulse:Protect your brand. Maximize your impact.integralads.com01每日免费阅读行业报告1、每日星球内分享10+精品报告；2、不定时分享国际投行报告，脱水研报等；3、行业报告均为公开内容，版权归原作者所有，星球仅分享内部学习。扫描右侧二维码即刻加入【行业报告（免费） 】星球（此页只为更多需要行业报告的朋友提供便利，希望不会影响您的阅读，谢谢理解！）To discover how industry professionals perceived trust, transparency, and innovation in 2018, and how that will impact their focus and budgets 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 field: Sample: Online survey of IAS databaseMethodology: Metrics that move digital forwardProtect your brand. Maximize your impact.integralads.com1.5%1.8%2.4%4.0%5.0%5.9%8.0%21.8%49.6%02Industry priorities12303Protect your brand. Maximize your impact.integralads.comData privacy &measurementBrand & agency alignment Ad fraud in programmaticData privacy and 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 EU’s adoption of the General Data Protection Regulation (GDPR), high profile data breaches, and shifting consumer awareness of data issues, it’s 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.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 fraudBrand safetyFake newsProtect your brand. Maximize your impact.integralads.comMetrics that move digital forward05Protect your brand. Maximize your impact.integralads.comThinking 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 professionals 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 the number of times GDPR was mentioned during the calls increased from seven in Q1 2017 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(% 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 privacy 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 impact.integralads.com“Data privacy will continue to impress on our industry a response that is legal, ethical, 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 (% respondents)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 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%35.0%OTT measurement 29.8%47.4%50.8%BrandAgency07Protect your brand. Maximize your impact.integralads.comINDUSTRY PRIORITIES05Protect your brand...