eMarketer：2022年广告测量报告（英文版）（15页）
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Ad Measurement
2022
The Start of a New Era Measuring Video
Simply put, today’s ad measurement opportunity is monumental. Measurement is
essential for justifying marketing investments and optimizing strategies. This eMarketer
report explores the state of ad measurement, focusing on opportunities and challenges
in the video space, including why advertisers are reassessing currencies to measure
performance and how video ad measurement is expected to change in the next year.
presented by
APR 
Evelyn Mitchell
Dear eMarketer Reader,
eMarketer is pleased to make this report, Ad Measurement 2022: The Start
of a New Era Measuring Video, available to our readers.
This report covers the state of ad measurement, focusing on opportunities and
challenges in the video space as alternative currencies attempt to put stakes in
the ground, as well as why brands need to assert themselves in the video
measurement debate.
We invite you to learn more about eMarketer’s approach to research and why
we are considered the industry standard by the world’s leading brands, media
companies, and agencies.
We thank you for your interest in our report, and we thank Experian for making it
possible to oer this report to you today.
Best Regards,
Nancy Taffera-Santos
Nancy Taera-Santos
SVP, Media Solutions & Strategy, eMarketer
eMarketer, Inc.
11 Times Square, Floor 14
New York, NY 10036
www.emarketer.com
nancyts@emarketer.com
Page 3
Copyright © 2022, Insider Intelligence Inc. All rights reserved.
PRESENTED BY:
Ad Measurement 2022: The Start of a New Era Measuring Video
Ad measurement plays a vital role in media planning, buying, and optimization. This year, there’s more competition
in video measurement than ever before, and the industry will get closer to its goal of a cross-screen, cross-
platform solution.
 KEY QUESTIONS THIS REPORT WILL ANSWER
1 Why are advertisers reassessing currencies and how are
they changing?
2 What challenges does the advertising industry face in
adopting common currencies and standards to measure
video ad performance?
3 How will video ad measurement change in the
next year?
WHAT’S IN THIS REPORT? We explore the state of ad
measurement, focusing on opportunities and challenges
in the video space as alternative currencies attempt to put
stakes in the ground.
%
of respondents
US
Advertisers Who Are Satisfied with Their
C
ampaign Measurement, by Media Type, April 20
21
Paid search 50%
Paid social 50%
Streaming TV/connected TV (CTV)/OT
T4
7%
Digital display 44%
Digital audio 42%
Linear TV 42%
Digital video 38%
Source:
Advertiser Perceptions, "Measurement Report 2021," Sep 9, 2021
2693
73 eMarketer | InsiderIntelligence.co
m
KEY STAT: No more than half of US advertisers are
satisfied with their campaign measurement across media
types, according to an April 2021 Advertiser Perceptions
survey. Only 38% are satisfied with their digital video
measurement solutions.
Contents
3 Ad Measurement 2022: The Start of a New Era
Measuring Video
4 Key Points
4 A Game-Changing Opportunity in Video
Ad Measurement
5 Buyers, Sellers, and Everyone in Between All Have a
Stake in Ad Measurement
7 Currency vs. Measurement and the Challenges that
Aect Them Both
8 Upfronts and Beyond: Are New Tools Ready for the
Show?
10 Brands Need to Assert Themselves in the Video
Measurement Debate
13 Insider Intelligence Interviews
14 Editorial and Production Contributors
摘要：

AdMeasurement2022TheStartofaNewEraMeasuringVideoSimplyput,today’sadmeasurementopportunityismonumental.Measurementisessentialforjustifyingmarketinginvestmentsandoptimizingstrategies.ThiseMarketerreportexploresthestateofadmeasurement,focusingonopportunitiesandch

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作者：智报告 分类：传媒娱乐 价格：10数查币 属性：15 页 大小：988.1KB 格式：pdf 时间：2023-05-14

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