😍 2022-05-02 09:00:00 - Paris/France.
Kusanachitike kuyambika kwa IAB NewFronts 2022, pomwe makampani azofalitsa ndi zosangalatsa akupereka zomwe zikubwera kwa otsatsa, gulu lamakampani lomwe lili kumbuyo kwa chiwonetsero chamasiku ambiri lidatulutsa State yake yapachaka yamakampani otsatsa makanema. Malinga ndi zomwe apeza, kutsatsa kwamavidiyo a digito kudakula ndi 21% mu 2021 ndipo akuyembekezeka kukula 26% mu 2022 kufikira $49,2 biliyoni.
Msika wotsatsa wapa TV wolumikizidwa ukutsogola kukula uku - chiwonetsero chakusintha kwakukulu pakuwonera kuchokera pa TV yachikhalidwe kupita kumavidiyo akukhamukira. Lipoti la 2021 Video Ad Spend ndi 2022 Outlook likuwonetsa kuti zotsatsa zotsatsa pa TV zolumikizidwa zidakula 57% mu 2021 kufika $15,2 biliyoni ndipo zikulitsa 39% ina mu 2022 kufika $21,2 biliyoni. Ndipo pakati pa 2020 ndi 2022, ndalama zotsatsa pa TV zolumikizidwa zikuyembekezeka kupitilira kawiri, kukula ndi 118%. IAB ikunena kuti ngakhale ziwerengerozi, makampani otsatsa sanafike pomwe owonera amalabadira kwambiri.
Mwachindunji, adanenanso kuti kuwonera TV kolumikizidwa kudzawerengera 36% yanthawi yonse yomwe imagwiritsidwa ntchito ndi TV yolumikizana ndi TV yolumikizidwa mu 2022, kuchuluka kwa zotsatsa zomwe zimagwiritsidwa ntchito pa TV yolumikizidwa sizikugwirizana ndi chiwerengerochi. M'malo mwake, 18% yokha ya ndalama zotsatsira makanema zomwe zimagwiritsidwa ntchito pa TV yolumikizidwa, yomwe imaphatikizapo kuwonera kanema wawayilesi (CTV), mavidiyo amzere, ochezera ndi anthawi zazifupi.
"Kanema wapa digito ndiwotsogolera ogula ndipo apitilizabe kutero mu 2022," atero a Eric John, wachiwiri kwa purezidenti, IAB Media Center, m'mawu ake. "Komabe, ngakhale kuti CTV imatsogolera pakukula kwakukulu kwa ndalama zotsatsira mavidiyo a digito, kuchuluka kwa madola omwe aperekedwa ku CTV sikukufanana ndi kuchuluka kwa nthawi yomwe owonera amawononga tchanelo. Ino ndi nthawi yoti ma brand ndi ogula azitsata chidwi cha ogula.
Ogula malonda amakumananso ndi makampani omwe pali ntchito zina zambiri zomwe zilipo, kuphatikiza zotsatsa zotsatsira monga Hulu (zotsatsa), Peacock, Paramount + ndi ena kuphatikiza, m'miyezi yaposachedwa, HBO Max ndi Disney +, omwe adalengeza mapulani. Komanso, pazochitika zazikuluzikulu, Netflix idangonena kuti ibweretsa gawo lothandizira zotsatsa.
Zachidziwikire, IAB ilinso ndi chidwi chopanga TV yolumikizidwa kukhala gawo lalikulu pamsika, chifukwa imazindikira kuti otsatsa malonda amatha kupeza zina zowonjezera monga malo kapena kugula deta pogula. Ndipo 59% ya ogula zotsatsa adati "zinali zomveka bwino" pomwe zotsatsa zawo zanzeru zapa TV zikuwonetsa, poyerekeza ndi 50% yokha yamakanema ochezera ndi 43% pamakanema a digito.
Komabe, lipotilo likuvomereza kuti padakali zovuta pamsika wolumikizidwa wa TV, kuphatikiza kuyeza kofikira, kasamalidwe kafupipafupi komanso kusowa kuwonekera komanso kugwirizana pakati pa nsanja ndi osindikiza. . Anawonetsanso kugawika kwa mapulogalamu a pulogalamu ngati nkhani ina. Koma adati pafupifupi asanu ndi anayi mwa ogula 10 otsatsa (88%) akuyembekeza ma TV am'mbali komanso kuwulutsa kwa TV pazaka zikubwerazi.
SOURCE: Ndemanga za News
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