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Instead of using a combination of platforms to promote a new branding campaign, more US ad buyers are turning to Facebook Video and YouTube as standalone marketing vehicles.
A January 2017 report by Cowen and Company found that 17% of US senior ad buyers surveyed indicated that Facebook Video is the primary platform they use when promoting a new campaign, an increase of 7 percentage points from 2016.
Similarly, more respondents are using YouTube for new branding campaigns, with that percentage climbing to 19% in 2017 from 8% in 2016.
While more ad buyers are turning to Facebook and YouTube, TV is still the dominant platform many use, according to Cowen and Company.
But what’s most interesting is that fewer respondents are using a combination of all three platforms, which is likely because more ad buyers are taking Facebook Video and YouTube more seriously as standalone marketing channels.
Meanwhile, eMarketer finds that multiplatform video ad buying is becoming the new normal, as buyers distribute ads across a growing range of devices and content platforms.
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