Marketers prefer social platforms like Facebook and Twitter over video platforms such as YouTube for their digital video campaigns, according to a recent study from Trusted Media Brands.
Advertiser Perceptions, on behalf of Trusted Media brands, surveyed 300 media executives regarding their current and future digital video strategies.
A whopping 65% of the marketers surveyed voted social platforms — like Facebook, Snapchat, and Twitter — as their top choice for digital video campaigns. In fact, social channels bested video platforms like YouTube by 10 percentage points.
Here are some other key findings from the report:
- Digital video budgets to increase. Nearly two-thirds (65%) of agency respondents and 42% of marketers plan to increase their digital video advertising spend over the next year.
- Live video showing promise. Among all respondents, 71% said they “might” use live-streaming video advertising over the next year, while almost one-in-five (18%) said they “definitely will" utilize the capability. Facebook Live led the way among both agency respondents and marketers as the most popular platform for live-streaming video advertising.
- Branded content gains popularity. Among all respondents, branded content beat out in-video banner ads and pre- and post-video ads as the advertising method likely to see the largest investment over the next year. Contrary to this, 11% of respondents said they intended to decrease spending for in-video banner ads, more than any other advertising method.
Many marketers utilize several social platforms for their digital video campaigns, but Facebook in particular presents a unique opportunity:
- Advertising preferences. Earlier this week, Facebook rolled out initiatives to enhance users’ ability to manage their ad preferences, and announced that it had built technology to serve users ads even when ad blockers are installed. Users can now select their interests within certain categories, which in turn, enables Facebook to better target specific groups of individuals. This helps marketers and advertisers increase their ROI, as they can now place ads in front users that are more likely to relate to their product offerings.
- Maximize reach and audience engagement. In June, Facebook announced an algorithm change that affects users' News Feeds and will begin to favor user-generated content over media and brand content. Since then, there have been reports of organic reach declines across publisher content coming from Facebook. However, video seems to be the one bright spot. Video content on Facebook gets eight times the reach and 12 times the shares compared with nonvideo posts, according to a recent SocialFlow report.
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