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2021 Online Video Advertising Trends

> AdPlayer.Pro 2021 Video Advertising Trends SOLID TRENDS +18% Ad Spending, YoY Digital Ad Spending in Europe, € Video Ad Spending since 2019 86 B 80 В 75 B +5.3% in 2021 70 B +6% in 202O 65 B 62 B 2019 2020 2019 2020 2021 2022 2023 2024 Source: IAB Source: IAB Europe Video Viewability 76% Measurable Rate for Video in mobile apps +9% +14% 2019 2019 in 2020 in 2020 Source: DV Source: DV ACCELERATING TRENDS ::: CTV Advertising OTT video viewership in U.S Benefits vs. Challenges Benefits 222.0 M 88% 207.5 M Fully-on-Screen No-cord experience normalization Rate Sharp increase of online video streaming time 90% 2024 Reconsolidation of hard-to-reach viewing audience (cord-cutters & never-cutters) 2020 Video Completion Rate Source: eMarketer No reliance on third-party cookies Source: DV VS CTV Ad Spending Challenge :: Video Ad Fraud in fraudulent CTV traffic +19% +161% (Q1 2020 vs. Q1 2019) 2019 in 2020 78% bot fraud +8% Avg. CTV ad spend 5% site & app fraud per advertiser, in 2020 17% other types of fraud Source: DV -$16 000 000 Ad spend per advertiser in 2020 Source: IAB ACCELERATING TRENDS ::: Global Move to First-Party Data Source: IAB 57.1% 60% 36% of businesses increased use will increase spending/put will put more effort into of first-party and/or contextual data for targeting building second-party partnerships more emphasis on their use of first-party data 2019 2020 2021 EMERGING TRENDS Programmatic CTV •.. Significant Opportunities Challenges O PMP Exchanges Inefficient programmatic infrastructure O Open Exchanges Ad duplication Poor competitive separation Ad latency No frequency capping on household level Potential Solutions Stateful Ad Podding (vs. slot-based auctions) Higher transparency 5X LESS duplicated ads Better user experience with ads 30% greater video ad revenue for publishers AdPlayer.Pro Source: Comscore Video Advertising Trends 2021 SOURCES https://www.iab.com/insights/covid-ad-spend-impact-2020-2021-light-at-the-end-of-the-tunnel/ https://www.emarketer.com/content/us-digital-video-2020 https://www.iab.com/insights/iab-us-2020-digital-video-advertising-spend-report/ https://doubleverify.com/spotlight-global-insights-report-2020/ https://mediaradar.com/trend-reports/the-impact-of-covid-19-on-ad-tech/ https://www.iab.com/insights/the-state-of-data-2020/ https://www.comscore.com/Insights/Presentations-and-Whitepapers/2020/Programmatic-CTV-Reaching-Key-Audiences-and-Improving-the-Ad-Experience Source: IAB

2021 Online Video Advertising Trends

shared by adplayer_pro on Nov 10
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AdPlayer.Pro outlines some of the major trends that are likely to shape out the global digital video advertising landscape in 2021.

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