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New Report: Programmatic Transparency Key to Growing CTV Revenue
New Report: Programmatic Transparency Key to Growing CTV Revenue
The Majority of Global Brands Would Increase Media Spend with Publishers that Provide Content Object Signals
NO-HEADQUARTERS/REDWOOD CITY, Calif., Sept. 27, 2022 (GLOBE NEWSWIRE) -- PubMatic (Nasdaq: PUBM), an independent technology company delivering digital advertising's supply chain of the future, announced findings from a new report commissioned in partnership with Advertiser Perceptions entitled "Transparency Will Bring More Spend to CTV/OTT." The study exposes the opportunity that transparency brings to both advertisers and publishers on CTV media inventory. Brands gain increased transparency via robust data signals, such as Content Object, about the content and context of media placements, in turn increasing demand for the publishers that provide additional transparency.
- 62% of US brands and 82% of UK brands agree that they would increase their spend with partners that provide data such as Content Object signals.
- Most advertisers are willing to pay a premium for the transparency that Content Object signals afford them, including 57% in the US and 64% in the UK.
- Two-thirds of advertisers surveyed in the US and 78% in the UK said the presence of Content Object signals would make them more willing to shift budget from linear TV to CTV/OTT video ads.
"This study proves the critical value of transparency to increase demand for programmatic CTV. The supply chain of the future uses data to bring advertisers closer to their audiences, in turn creating more demand for publishers," said Nicole Scaglione, VP of CTV and OTT Business at PubMatic. "In particular, Content Object provides a key path for publishers to share signals that give media buyers the contextual information they need to meet campaign goals and spend more in CTV."
Advertiser Perceptions also found that seven in ten advertisers surveyed in the US and even more in the UK agreed that using Content Object to share information is useful for transparency, and in-depth interviews revealed that Content Object signals are critical for advertisers to understand what they have actually purchased. Advertisers surveyed said they would increase their spend with partners that provide Content Object signals, which increase the transparency of programmatic media buys. However, only about half of advertisers in the US and six in ten in the UK currently use Content Object in their media buys.
"Programmatic CTV gives advertisers more targeting options, better measurability, and real-time decisioning. Our research shows that adding signals such as category and genre drive brands to increase spend, shifting from linear and other channels," said Nicole Perrin, VP of Business Intelligence at Advertiser Perceptions.
Download the study here: .
Research Methodology
PubMatic commissioned Advertiser Perceptions to survey 200 US advertisers and 100 UK advertisers from their Ad Pros Community from June 21 through July 12, 2022, as well as to conduct 4 phone interviews in August 2022, about CTV and OTT video ad buying, transparency and Content Object signals. These advertisers spend a minimum of $25M annually in the US and £8.3M annually in the UK on video ads and influence programmatic CTV/OTT ad strategy.
About Advertiser Perceptions
Advertiser Perceptions is the global leader in research-based business intelligence for the advertising, marketing, and ad technology industries. Our expert staff delivers an unbiased, research-based view of the advertising market with analysis and solutions tailored to clients' specific KPIs and business objectives. These insights provide clients with the confidence to make the very best organizational, sales and marketing decisions, driving greater revenue and increased client satisfaction
About PubMatic
PubMatic (Nasdaq: PUBM) is an independent technology company maximizing customer value by delivering digital advertising's supply chain of the future. PubMatic's sell-side platform empowers the world's leading digital content creators across the open internet to control access to their inventory and increase monetization by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices. Since 2006, our infrastructure-driven approach has allowed for the efficient processing and utilization of data in real time. By delivering scalable and flexible programmatic innovation, we improve outcomes for our customers while championing a vibrant and transparent digital advertising supply chain.
Press Contact:
Broadsheet Communications for PubMatic
pubmaticteam@broadsheetcomms.com
(917) 826-1103
The Majority of Global Brands Would Increase Media Spend with Publishers that Provide Content Object Signals
大多数全球品牌将增加与提供内容对象信号的出版商的媒体支出
NO-HEADQUARTERS/REDWOOD CITY, Calif., Sept. 27, 2022 (GLOBE NEWSWIRE) -- PubMatic (Nasdaq: PUBM), an independent technology company delivering digital advertising's supply chain of the future, announced findings from a new report commissioned in partnership with Advertiser Perceptions entitled "Transparency Will Bring More Spend to CTV/OTT." The study exposes the opportunity that transparency brings to both advertisers and publishers on CTV media inventory. Brands gain increased transparency via robust data signals, such as Content Object, about the content and context of media placements, in turn increasing demand for the publishers that provide additional transparency.
否-总部/红杉市,加利福尼亚州,9月2022年2月27日(环球通讯社)--提供未来数字广告供应链的独立技术公司PubMatic(纳斯达克代码:PUBM)宣布了与Advertiser Perctions委托撰写的一份名为《透明度将给有线电视/在线电视带来更多支出》的新报告的发现。这项研究揭示了透明度给央视媒体库存的广告商和出版商带来的机会。品牌通过强大的数据信号(如内容对象)获得关于媒体投放的内容和上下文的透明度,进而增加对提供额外透明度的出版商的需求。
- 62% of US brands and 82% of UK brands agree that they would increase their spend with partners that provide data such as Content Object signals.
- Most advertisers are willing to pay a premium for the transparency that Content Object signals afford them, including 57% in the US and 64% in the UK.
- Two-thirds of advertisers surveyed in the US and 78% in the UK said the presence of Content Object signals would make them more willing to shift budget from linear TV to CTV/OTT video ads.
- 62%的美国品牌和82%的英国品牌同意增加与提供内容对象信号等数据的合作伙伴的支出。
- 大多数广告商愿意为内容对象信号为他们提供的透明度支付溢价,包括美国的57%和英国的64%。
- 美国三分之二和英国78%的受访广告商表示,内容对象信号的出现将使他们更愿意将预算从线性电视转移到有线电视/OTT视频美国存托股份。
"This study proves the critical value of transparency to increase demand for programmatic CTV. The supply chain of the future uses data to bring advertisers closer to their audiences, in turn creating more demand for publishers," said Nicole Scaglione, VP of CTV and OTT Business at PubMatic. "In particular, Content Object provides a key path for publishers to share signals that give media buyers the contextual information they need to meet campaign goals and spend more in CTV."
PubMatic负责CTV和OTT业务的副总裁Nicole Scaglione表示:“这项研究证明了透明度对于增加对节目性有线电视的需求的关键价值。未来的供应链利用数据拉近广告商与受众的距离,进而为出版商创造更多需求。”特别是,内容对象为出版商提供了一条共享信号的关键途径,这些信号为媒体买家提供了他们实现竞选目标和在CTV上花费更多所需的上下文信息。
Advertiser Perceptions also found that seven in ten advertisers surveyed in the US and even more in the UK agreed that using Content Object to share information is useful for transparency, and in-depth interviews revealed that Content Object signals are critical for advertisers to understand what they have actually purchased. Advertisers surveyed said they would increase their spend with partners that provide Content Object signals, which increase the transparency of programmatic media buys. However, only about half of advertisers in the US and six in ten in the UK currently use Content Object in their media buys.
广告商认知还发现,在美国和英国接受调查的广告商中,有70%的人同意使用内容对象分享信息有助于提高透明度,深入采访显示,内容对象信号对于广告商了解他们实际购买的内容至关重要。接受调查的广告商表示,他们将增加与提供内容对象信号的合作伙伴的支出,这提高了程序性媒体购买的透明度。然而,目前只有大约一半的美国广告商和60%的英国广告商在他们的媒体购买中使用内容对象。
"Programmatic CTV gives advertisers more targeting options, better measurability, and real-time decisioning. Our research shows that adding signals such as category and genre drive brands to increase spend, shifting from linear and other channels," said Nicole Perrin, VP of Business Intelligence at Advertiser Perceptions.
Advertiser Perctions商业智能副总裁妮可·佩林表示:“程序化的CTV为广告商提供了更多的定向选择、更好的可测性和实时决策。我们的研究表明,增加品类和流派等信号会促使品牌增加支出,而不是通过线性和其他渠道。”
Download the study here: .
点击此处下载研究报告:.
Research Methodology
PubMatic commissioned Advertiser Perceptions to survey 200 US advertisers and 100 UK advertisers from their Ad Pros Community from June 21 through July 12, 2022, as well as to conduct 4 phone interviews in August 2022, about CTV and OTT video ad buying, transparency and Content Object signals. These advertisers spend a minimum of $25M annually in the US and £8.3M annually in the UK on video ads and influence programmatic CTV/OTT ad strategy.
研究方法
PubMatic委托Advertiser Perctions在2022年6月21日至7月12日期间从其广告专业社区调查了200名美国广告商和100名英国广告商,并在2022年8月进行了4次电话采访,内容涉及CTV和OTT视频广告购买、透明度和内容对象信号。这些广告商在美国每年至少花费2500万美元在美国存托股份上,在英国每年至少花费830万GB,并影响央视/东方卫视的节目广告战略。
About Advertiser Perceptions
Advertiser Perceptions is the global leader in research-based business intelligence for the advertising, marketing, and ad technology industries. Our expert staff delivers an unbiased, research-based view of the advertising market with analysis and solutions tailored to clients' specific KPIs and business objectives. These insights provide clients with the confidence to make the very best organizational, sales and marketing decisions, driving greater revenue and increased client satisfaction
关于广告商的认知
Advertiser Partitions是广告、营销和广告技术行业基于研究的商业智能领域的全球领导者。我们的专家员工通过针对客户特定的KPI和业务目标量身定做的分析和解决方案,为广告市场提供不偏不倚的、基于研究的观点。这些洞察力使客户有信心做出最好的组织、销售和营销决策,从而推动更大的收入和客户满意度
About PubMatic
PubMatic (Nasdaq: PUBM) is an independent technology company maximizing customer value by delivering digital advertising's supply chain of the future. PubMatic's sell-side platform empowers the world's leading digital content creators across the open internet to control access to their inventory and increase monetization by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices. Since 2006, our infrastructure-driven approach has allowed for the efficient processing and utilization of data in real time. By delivering scalable and flexible programmatic innovation, we improve outcomes for our customers while championing a vibrant and transparent digital advertising supply chain.
关于PubMatic
PubMatic(纳斯达克代码:PUBM)是一家独立的技术公司,通过提供未来数字广告供应链来最大化客户价值。PubMatic的卖方平台使全球领先的数字内容创作者能够在开放的互联网上控制对其库存的访问,并通过使营销人员能够提高投资回报并通过广告格式和设备接触到潜在受众来增加货币化。自2006年以来,我们的基础设施驱动型方法允许实时高效地处理和利用数据。通过提供可扩展和灵活的程序性创新,我们在支持充满活力和透明的数字广告供应链的同时,为客户改善结果。
Press Contact:
Broadsheet Communications for PubMatic
pubmaticteam@broadsheetcomms.com
(917) 826-1103
媒体联系人:
面向PubMatic的宽页通信
邮箱:pubmaticTeam@Broadsheetcoms.com
(917) 826-1103
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moomoo是Moomoo Technologies Inc.公司提供的金融信息和交易应用程序。
在美国,moomoo上的投资产品和服务由Moomoo Financial Inc.提供,一家受美国证券交易委员会(SEC)监管的持牌主体。 Moomoo Financial Inc.是金融业监管局(FINRA)和证券投资者保护公司(SIPC)的成员。
在新加坡,moomoo上的投资产品和服务是通过Moomoo Financial Singapore Pte. Ltd.提供,该公司受新加坡金融管理局(MAS)监管(牌照号码︰CMS101000) ,持有资本市场服务牌照 (CMS) ,持有财务顾问豁免(Exempt Financial Adviser)资质。本内容未经新加坡金融管理局的审查。
在澳大利亚,moomoo上的金融产品和服务是通过Futu Securities (Australia) Ltd提供,该公司是受澳大利亚证券和投资委员会(ASIC)监管的澳大利亚金融服务许可机构(AFSL No. 224663)。请阅读并理解我们的《金融服务指南》、《条款与条件》、《隐私政策》和其他披露文件,这些文件可在我们的网站 https://www.moomoo.com/au中获取。
在加拿大,通过moomoo应用提供的仅限订单执行的券商服务由Moomoo Financial Canada Inc.提供,并受加拿大投资监管机构(CIRO)监管。
在马来西亚,moomoo上的投资产品和服务是通过Moomoo Securities Malaysia Sdn. Bhd. 提供,该公司受马来西亚证券监督委员会(SC)监管(牌照号码︰eCMSL/A0397/2024) ,持有资本市场服务牌照 (CMSL) 。本内容未经马来西亚证券监督委员会的审查。
Moomoo Technologies Inc., Moomoo Financial Inc., Moomoo Financial Singapore Pte. Ltd., Futu Securities (Australia) Ltd, Moomoo Financial Canada Inc.,和Moomoo Securities Malaysia Sdn. Bhd.是关联公司。
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