Study: Social platforms preferred digital video ad partner

Trusted Media Brands (TMBI) has unveiled results from its study exploring the future of digital video. The study found that 68 per cent of participants (a 12 per cent increase from TMBI’s previous digital video survey conducted in June 2016) feel social platforms (e.g. Facebook, Snapchat, Twitter) are the most important partners for digital video campaigns.

Social media platforms were preferred over video platforms (YouTube, Vevo); video demand-side platforms or DSPs (Videology, Tremor Video); full episode players (Hulu, broadcast and cable digital properties); ad networks; publishers (BuzzFeed, Vice, Vox); and multichannel networks (Maker Studios, Awesomeness TV, FullScreen).

The “Social Cracks the Digital Video Code” study, conducted by Advertiser Perceptions on behalf of Trusted Media Brands, looks at more than 300 agency and client side marketers’ attitudes toward digital video platforms and where they plan to spend their video advertising dollars.

Key research highlights include:

  • Social platforms are the number one distribution partner. The gap between the importance of social media as a top distribution partner and video platforms has shifted, with 68 per cent of participants voting social as the most important when planning digital video campaigns, compared to 56 per cent from June 2016.
  • Social gets the highest marks for delivering on engagement (59 per cent), ROI (39 per cent) and customer service (38 per cent); whereas video platforms deliver best on measurement and reporting.
  • When planning digital video pre-roll campaigns, more than one-third of advertisers (36 per cent) consider measurement/reporting and pricing a top priority. Engagement (34 per cent) and viewability (33 per cent) follow closely as top priorities.
  • Advertisers will allocate 28 per cent of their overall budgets to digital video, a 3 per cent increase from June 2016. Of the digital video formats, 58 per cent of participants reported they will invest in short-form video and 38 per cent will invest in premium video.

“Following our previous digital video survey conducted last June, we accurately predicted social platforms would continue to exceed video platforms as the preferred partner for decision-makers,” said Rich Sutton, chief revenue officer of Trusted Media Brands, Inc. “At Trusted Media Brands, we embrace this shift by consistently adapting to what our consumers want. Ultimately, what consumers want, is exactly what advertisers want as well.”

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