A new study finds that 65% of marketers and agency professionals polled think social platforms are the most important partners for digital video campaigns vs. an array of other video platforms.
Notably, those include massive video hubs like YouTube; video demand-side-platforms; full episode players (Hulu, broadcast, and cable networks’ digital properties); ad networks; publishers (BuzzFeed, Vice, and Vox); and multichannel networks (Maker Studios, Awesomeness TV, and FullScreen). All these video platforms were preferred by 59% of all respondents.
The study, conducted by Advertiser Perceptions on behalf of Trusted Media Brands, formerly known as the The Reader’s Digest Association, Inc., explores the future of digital video and marketers’ attitudes. The survey was conducted in June 2016 among 305 U.S. media decision-makers from the Advertiser Perceptions Omnibus Panel.
“We were a bit surprised that social platforms are outdistancing YouTube and others for consideration for video dollars. But then we looked at the reactions in the survey to Facebook Live and in-stream video and it makes sense. Facebook has come a long way in a short period of time in securing video dollars," Rich Sutton, chief revenue officer of Trusted Media Brands, told Real-Time Daily via email.Among the key findings of the study: