Study Finds Social Platforms Preferred As Video Ad Partners

A new study on digital video found that 68% of participants believe social platforms including Facebook, Snapchat, and Twitter, are the most important partners for digital video campaigns. The study, conducted by Advertiser Perceptions on behalf of Trusted Media Brands, Inc. (TMBI), examines advertisers' attitudes toward digital video platforms and where they plan to spend their video advertising dollars. The 68% finding represents a 12% increase from TMBI’s previous digital video survey conducted in June 2016.

Surprisingly the study found that social media platforms were preferred over video platforms like YouTube and Vevo; video demand-side platforms (DSPs) like Videology and Tremor Video; full episode players (Hulu, broadcast, and cable digital properties); ad networks; publishers; and multichannel networks (Maker Studios, Awesomeness TV, and FullScreen).  

The study also found:

--Social media garners the highest marks for delivering on engagement (according to 59% of respondents), ROI (39%), and customer service (38%).

--When planning digital video pre-roll campaigns, more than one-third of advertisers (36%) consider measurement/reporting and pricing a top priority, while 34% cited engagement, 33% found viewability the next priorities.

--Advertisers plan to allocate 28% of their overall budgets to digital video, a 3%  increase from June 2016.

--Of the digital video formats, 58% of participants reported they will invest in short-form video and 38% will invest in so-called premium video.

“Following our previous digital video survey conducted last June, we predicted social platforms would continue to exceed video platforms as the preferred partner for decision-makers,” stated Rich Sutton, chief revenue officer of Trusted Media Brands, Inc.

The TMBI survey was conducted in April 2017 among 310 U.S. media decision-makers from the Advertiser Perceptions Omnibus Panel.

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