英國程序廣告行業(yè)市場前景及投資研究報告-培訓(xùn)課件外文版2024.6游戲內(nèi)置廣告

INDUSTRIES

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MARKETSProgrammaticadvertisingintheUnitedKingdom(UK)CHAPTER

01OverviewLeadingprogrammaticadvertisingmarketsworldwidein2023,byspending(inbillionU.S.dollars)Largestprogrammaticmarketsworldwide2023SpendinginbillionU.S.dollars100050150200250UnitedStatesChina237.58143.04UnitedKingdomJapan38.2320.54CanadaAustraliaGermanyFrance13.311.7411.4210.038.92SouthKoreaBrazil7.53Italy5.21SpainRussiaIndiaMexico4.744.694.214.143Description:In2023,theUnitedStateswasthelargestprogrammaticadvertisingmarketworldwide,withaspendingestimatedat237.6billionU.S.dollars,followedbyChinaandtheUnitedKingdom,with143billionand38.2billion,respectively.ReadmoreNote(s):Worldwide;2023Source(s):Fastest-growingprogrammaticmarketsinWesternEuropein2023LeadingprogrammaticmarketsinWesternEurope2023,bygrowthrateAnnualgrowthrate0246810121413.3716CyprusItaly11.67Sweden11.4511.4511.06PortugalFranceSpain11.0210.93AustriaNorway10.86UnitedKingdomNetherlands10.7210.724Description:Cypruswasthefastest-growingprogrammaticmarketinWesternEuropein2023,withanannualgrowthrateofapproximately13percent.ItalyandSwedenfollowed,withgrowthratesof11.67and11.45percent,respectively.

ReadmoreNote(s):EuropeSource(s):ProgrammaticadvertisingspendingintheUnitedKingdom(UK)from2017to2028(inbillionU.S.dollars)ProgrammaticadspendintheUK2017-202860504053.650.6747.7544.8141.7438.2334.5230.67302010023.5320.73201918.08201815.26201720202021202220232024*2025*2026*2027*2028*5Description:In2023,programmaticadvertisingspendingintheUnitedKingdom(UK)stoodat38.23billionU.S.dollars.Thefigureisexpectedtoincreasetoover50billiondollarsby2027.TheUKisthelargestprogrammaticmarketinEurope.

ReadmoreNote(s):2017to2023;*Forecast.ReadmoreSource(s):ChangeinprogrammaticadvertisingspendingintheUnitedKingdom(UK)from2018to2028ProgrammaticadspendgrowthintheUK2018-202835%30%25%30.37%20%15%10%5%18.51%14.69%13.47%12.56%10.72%20239.2%7.34%2025*6.56%2026*6.12%2027*5.79%2028*0%201820192020202120222024*6Description:In2023,programmaticadvertisingspendingintheUnitedKingdom(UK)increasedby10.7percentonthefiguresreportedfor2022.For2024,thegrowthrateisprojectedtoamounttoroughlyninepercent.

ReadmoreNote(s):UnitedKingdom;2018to2023;*Forecast.ReadmoreSource(s):SelecteddataonprogrammaticadvertisingintheUnitedKingdomasofFebruary2023SelecteddataonprogrammaticadvertisingintheUK2023ItemValue74%30%24%Shareofrespondentswhoexpecttheirprogrammaticinvestmenttogrowin2023ExpectedaveragegrowthofprogrammaticinvestmentShareofrespondentswhoareusingAIforprogrammaticbuying7Description:Duringanearly2023surveyconductedamongseniorbrandmarketersfromtheUnitedKingdom,74percentofrespondentssaidtheyexpectedthattheirprogrammaticinvestmenttogrowin2023.Additionally,24percentstatedtheywereusingartificialintelligence(AI)forprogrammaticbuying.ReadmoreNote(s):UnitedKingdom;February9to13,2023;amongseniorbrandmarketersSource(s):Censuswide;Scibids;Varioussources(TalkCMO)Monthlycarbonemissionsgeneratedbyprogrammaticadvertisinginselectedcountriesworldwidein1stquarter2023(in1,000metrictons)Emissionsgeneratedbyprogrammaticadvertisingworldwide2023,bycountry12010010080604020052.530.822.79.3UnitedStatesGermanyGreatBritainFranceAustralia8Description:Inthefirstquarterof2023,programmaticadvertisingintheUnitedStatesgenerated100thousandmetrictonsofcarbonemissionsmonthly.InGreatBritain,theyamountedtoapproximately31thousandtons.Thefivepresentedcountrieswereresponsibleforatotalof215thousandtonsofademissions.ReadmoreNote(s):WorldwideSource(s):Scope3;VisionaryMarketingCHAPTER

02FormatsDigitaldisplayadvertisingspendingintheUnitedKingdomfrom2019to2022(inbillionGBP)DigitaldisplayadspendintheUK2019-20221210810.49.76.345.636420201920202021202210Description:In2022,digitaldisplayadvertisingspendingintheUnitedKingdomamountedto10.4billionBritishpounds,upsixpercentfromavalueof9.7billionreportedayearearlier.TotaldigitaladspendintheUKstoodat26.1billionpoundsin2022.ReadmoreNote(s):UnitedKingdom;2019to2022;*Figurespreceding2022wereretrievedfromearlierpublications.ReadmoreSource(s):IABUK;MobileMarketing;PwCShareofprogrammaticindigitaldisplayadvertisingspendingintheUnitedKingdom(UK)from2013to2024ProgrammaticshareofdisplayadspendintheUK2013-2024120%100%95.5%96%94.5%90.8%80.9%80%60%60%40%20%0%24%201320152017201920212023*2024*11Description:In2021,programmaticallyboughtadsaccountedfor94.5percentofdigitaldisplayadvertisingspendingintheUnitedKingdom(UK).Thisshareisexpectedtoincreaseto96percentbytheendof2024.

ReadmoreNote(s):UnitedKingdom;2013to2021;*Forecast.ReadmoreSource(s):eMarketer;InsiderIntelligenceConnectedTV(CTV)advertisingspendingintheUnitedKingdom(UK)in2022and2023(inmillionGBP)ConnectedTVadspendintheUK2022-20231,4001,2001,00080060040020002022202312Description:In2023,connectedTV(CTV)advertisingspendingintheUnitedKingdom(UK)stoodat1.17billionBritishpounds.Ayearearlier,itamountedto963millionpounds,whichindicatesayear-on-yeargrowthrateofroughly21percent.ReadmoreNote(s):UnitedKingdom;2022and2023;includesvideoandstaticdisplaySource(s):IABUK;PwCUK;VideoWeekViewabilityrateofprogrammaticadvertisingintheUnitedKingdom(UK)in2ndhalf2020,byformat/deviceProgrammaticadviewabilityrateintheUK2020,byformat72.7%72.4%71.5%68.2%68%70%60%50%40%30%20%10%0%MobileappdisplayDesktopvideoDesktopdisplayMobilewebvideoMobilewebdisplay13Description:Inthesecondhalfof2020,72.7percentofprogrammaticmobileappdisplayadsservedintheUnitedKingdom(UK)wereviewedbyusers.ProgrammaticadvertisingspendingintheUKin2020wasestimatedat3.8billionU.S.dollars.

ReadmoreNote(s):UnitedKingdom;H22020Source(s):IntegralAdScienceProgrammaticvideoadvertisingcompletionratesintheUnitedKingdomin2ndhalf2022,bydeviceandquartileProgrammaticvideoadcompletionratesintheUK2022,bydeviceDesktopvideo85.5%Mobilewebvideo100%90%80%70%60%50%40%30%20%10%0%94.4%91.6%90.6%87.7%85%80.6%76%FirstSecondThirdFourth14Description:Inthesecondhalfof2022,94.4percentofusersintheUnitedKingdom(UK)sawthefirstquartile(25percent)ofprogrammaticdesktopvideoadsservedtothem.Onmobile,thesharestoodat91.6percent.

ReadmoreNote(s):UnitedKingdomSource(s):IntegralAdScienceTime-in-viewforprogrammaticdisplayadvertisingintheUnitedKingdom(UK)in2ndhalf2022,bydeviceandformat(inseconds)Programmaticdisplayadtime-in-viewintheUK2022,bydevice2519.38201510518.3813.690DesktopdisplayMobileappdisplayMobilewebdisplay15Description:Inthesecondhalfof2022,desktopdisplayadsremainedinviewfor19.38secondonaverageintheUnitedKingdom.Formobilewebdisplayads,thefigurestoodat13.69secondsandformobileaddisplayadsat18.38seconds.

ReadmoreNote(s):UnitedKingdom;H22022Source(s):IntegralAdScienceCHAPTER

03MarketerinsightsLeadingdigitaladvertisingchallengesafterthird-partycookiedeprecationintheUnitedKingdom(UK)asofOctober2022Digitaladchallengesafter3rd-partycookiedeprecationintheUK202270%60.5%60%56%51.5%49.5%50%40%30%20%10%0%ReachingaudiencesatscaleFrequencycappingIdentity/addressabilityMeasurements17Description:Duringalate2022surveycarriedoutamongmarketersfromtheUnitedKingdom(UK),60.5percentofrespondentsnamedreachingaudiencesatscaleasoneofthemaindigitaladvertisingstrategychallengesasaresultofthird-partycookiedeprecation.Frequencycappingrankedsecond,mentionedby56percentofrespondingmarketers.ReadmoreNote(s):UnitedKingdom;September28toOctober10,2022;250respondents;amongbrand-sidemarketersSource(s):LiveRamp;estimatesExpectedchangeinadvertisingbudgetsduetothird-partycookiedeprecationaccordingtoadvertisingdecision-makersintheUnitedKingdom(UK)asofApril2023,bymediumIncreaseinadbudgetsduetocookiedeprecationintheUK2023,bymedium60%51%50%40%36%31%30%20%10%0%23%8%2.5%DirectTV/OTTDisplayYouTubeRetailmedianetworksSocial(TikTok)SearchOther18Description:DuringanApril2024surveycarriedoutamongretailandecommerceadvertisingdecision-makersfromtheUnitedKingdom(UK),51percentofrespondentsstatedtheyexpecteddirectTV/OTTtoincreasebecauseofchangestotheuseofthird-partycookiesonwebbrowsers;36percentsaidtheywerelookingintoincreasingspendingondisplayYouTubeadvertising.ReadmoreNote(s):UnitedKingdom;April2023;150respondents;amongadvertisingdecision-makersfromretailandecommerceSource(s):Censuswide;Corvidae;estimatesDistributionofdigitalout-of-home(DOOH)advertisingcampaignsintheUnitedKingdom(UK)asofOctober2023,bypurchasemethodDOOHadvertisingcampaignsintheUK2023,bypurchasemethod50%45%40%35%30%25%20%15%10%5%43%38%30%0%CampaignsthroughdirectbuyonlyCampaignswithamixofdirect&programmaticbuysCampaignsthroughprogrammaticbuysonly19Description:Duringa2023surveyofadbuyersfromtheUnitedKingdom,itwasfoundthat30percentofdigitalout-of-homecampaignswereboughtthroughprogrammaticmeansonly.Ontop,38percentpurchasedtheircampaignswithamixofdirectandprogrammaticmeans.ReadmoreNote(s):UnitedKingdom;asofOctober2023;179respondentsSource(s):MTM;VIOOHProgrammaticdigitalout-of-home(DOOH)advertisingbudgetsourcesintheUnitedKingdom(UK)asofOctober2023ProgrammaticDOOHadvertisingbudgetsourcesintheUK202335%33%30%25%20%15%10%5%24%15%0%OtherdigitalchannelsOthertraditionalchannelsNewbudgetisbeingaddedforprDOOH20Description:Duringa2023surveyofadbuyersfromtheUnitedKingdom,24percentofrespondentsstatedtheyhadmovedbudgetfromothertraditionalchannelstobuyprogrammaticdigitalout-of-homeads;15percentsaidtheyhadaddednewbudgetstoprogrammaticDOOH.ReadmoreNote(s):UnitedKingdom;asofOctober2023;190respondentsSource(s):MTM;VIOOHNeedsdrivingprogrammaticdigitalout-of-home(prDOOH)investmentsintheUnitedKingdom(UK)asofOctober2023NeedsdrivingprDOOHinvestmentsintheUK202335%30%25%20%15%10%5%33%32%32%29%28%28%0%Always-ondealsmade

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environmentavailableresponseprecision/targetingofthecampaignsinthemarket21Description:Duringa2023surveyofadbuyersfromtheUnitedKingdom,29percentofrespondentssaidthenecessityformoreaudiencedatawasadriverofprogrammaticdigitalout-of-home(prDOOH)investment.Athirdofrespondentssaidthatalways-ondealsmadeavailablewereadriverforsuchinvestments.ReadmoreNote(s):UnitedKingdom;asofOctober2023;200respondentsSource(s):MTM;VIOOHCHAPTER

04ConsumerinsightsTrustinadvertisingamongconsumersintheUnitedKingdom(UK)in2022,bymediumConsumertrustinadvertisingintheUK2022,bymediaShareofrespondents15%

20%0%5%10%25%30%35%40%TVCinema34%32%32%RadioPrinted29%Out-of-homeNewspaperMagazine30%28%28%DirectmailPodcast23%23%23%OnlineTailoredonlineadsMobile20%18%18%SocialmediaInfluenceradvertising16%23Description:Duringa2022surveyfieldedamongadultsintheUnitedKingdom,gaugingtheirperceptionofadvertising,itwasfoundthat34percentofrespondentsstatedthattheyfoundadvertisingtheytrustedonTV.TVwasthemosttrustedmediumamongthesevenpresented.Cinemaandtheradiorankedsecond,bothnamedby32percentofinterviewedconsumers.ReadmoreNote(s):UnitedKingdom;2022;18yearsandolderSource(s):Craft;Credos;MarketingWeekWebsitestypeswhereconsumerssaidtheyweremostreceptivetoadvertisingintheUnitedKingdom(UK)asofAugust2023WebsitetypeswhereconsumersarereceptiovetoadvertisingintheUK2023Shareofrespondents0%10%20%30%40%50%60%SocialmediaShoppingEntertainmentNews51%35%33%31%Gaming21%20%MusicSportsmediaTravel17%17%FinancialFitness12%9%24Description:DuringanAugust2023surveycarriedoutamongconsumersfromtheUnitedKingdom,51percentofrespondentssaidtheyweremostreceptivetoadvertisingwhenonsocialmedia.Shoppingwebsitesrankedsecond,naedby35percentoftheinterviewedconsumers.ReadmoreNote(s):UnitedKingdomSource(s):IntegralAdScienceConsumerperceptionofadadjacencyintheUnitedKingdom(UK)asofAugust2023ConsumerperceptionofadadjacencyintheUK202390%80%78%77%80%70%60%50%40%30%20%10%0%...saythecontentsurroundingabrand'sadsisareflectionoftheirvalues...believethatbrandsarerespondibleforthecontentsurroundingads...believethatbrandshavearesponsibilitytopubliclydenounceoffensivecontentonline25Description:DuringanAugust2023surveycarriedoutamongconsumersfromtheUnitedKingdom,78percentofrespondentsstatedthattheybelievedthatbrandswererespondibleforthecontentsurroundingtheirads;80percentsaidthecontentsurroundingabrand'sadswasareflectionofthebrand'svalues.Thestrategytoavoidpublishingadsnexttocontentthatassociatesnegativelyandendangersthereputationoftheadvertisingbrandisoftenbasedonkeywordblockingor[...]

ReadmoreNote(s):UnitedKingdom;August2023;501respondentsSource(s):IntegralAdScienceWebsitetypeswhereitwasmostimportanttoseesafeandappropriatecontentaccordingtoconsumersintheUnitedKingdomasofAugust2023WebsitetypeswhereitismostimportanttoseeappropriatecontentintheUK2023Shareofrespondents0%10%20%30%40%50%60%SocialmediaNews51%43%EntertainmentGaming30%24%FinancialShoppingMusic22%21%20%Travel13%Fitness10%10%Sportsmedia26/statistics/1448283/websites-appropriate-content-ukDuringasurveycarriedoutamongUKconsumers,51percentofrespondentsstateditwasmostimportanttoseesafeandappropriatecontentonsocialmedia.Newswebsitesrankedsecond,namedby43percentoftheinterviewedconsumers.

ReadmoreNote(s):Europe,UnitedKingdom;501respondentsSource(s):IntegralAdScienceInfluenceofbrandsafetyviolationsonbrandperceptionaccordingtoconsumersintheUnitedKingdom(UK)asofAugust2023InfluenceofbrandsafetyviolationsonbrandperceptionintheUK202370%65%63%58%60%50%40%30%20%10%0%...theyareunlikelytoengagewithanadthatappearsnearinappropriatecontent...theyareunlikelytorecommendthebrandto

...theyarelikelytostopusingaprodtorserviceofaotherswhentheiradappearsnearinappropriatecontentbrandwhoseadappearsnearinappropriatecontent27Description:DuringasurveycarriedoutamongUKconsumersinAugust2023,58percentofrespondentssaidtheywerelikelytostopusingaproductoraserviceofabrandwhoseadappearednearinappropriatecontent.Fivepercentmore?saidtheywereunlikelytorecommendthebrandtootherswhentheiradappearednearinappropriatecontent.ReadmoreNote(s):Europe,UnitedKingdom;August2023;501respondentsSource(s):IntegralAdScienceTypesofcontentendangeringbrandsafetyaccordingtoconsumersintheUnitedKingdomasofAugust2023ContentthatendangersbrandsafetyintheUK2023Shareofrespondents20%

30%0%10%40%50%60%70%80%76%75%Hatespeech&actsofagressionTerrorismAdult&explicitsexualcontentViolence&humanrightviolationsIllegaldrugs/tobacco/e-cigarettes/vaping/alcoholDeath,injury,ormiliaryconflictMisinformation71%67%67%63%62%Spamormalware58%Arms&ammunition55%55%Onscenity&profanity28Description:DuringanAugust2023surveycarriedoutamongconsumersfromtheUnitedKingdom,76percentofrespondentssaiditwouldbeinappropriateforabrandtoadvertisenexttohatespeechandcontentshowingactsofagression.Terrorimmfollowedinsecondplace,namedby75percentofinterviewedconsumers.Adpublishershaveadoptedastrategycalledkeywordblockingorblacklistingtoavoidpublishingadsnexttocontenttha