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:
“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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