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As marketers shift dollars away from linear TV and toward digital video advertising, live stream video—thanks to Facebook Live and YouTube Live—has entered the fold. According to August 2016 research, almost one-fifth of US media decision-makers are planning to invest in live stream video ads in the next six months.
In June 2016, Trusted Media Brands (TMB), previously The Reader’s Digest Association, polled 305 US media decision-makers, including both agency and client-side marketers, about future investment in live stream video advertising.
According to the data, 17% of agency and 19% of in-house marketers definitely plan on allocating budget to live stream video ads in H2 2016. The majority of respondents, however, are less committed; 60% of in-house and 71% of agency marketers said they “might” invest in the format.
Live streaming content is yet another opportunity for advertisers to grab hold of in an already complicated time where brands are shifting budgets from traditional TV to digital video. Practitioners are already trying to make sense of it all in deciding what platforms work best, what publishers to partner with and how to evaluate campaign success.
Overall, digital video advertising spending will continue to grow, particularly on social, a channel that has close ties with live streaming. In a separate December 2015 study from Advertiser Perceptions, Facebook ranked No. 2 behind Google and YouTube in a list of media properties that marketers said they’ve pegged to use for their digital video advertising efforts.
Based on this data, US marketers will potentially look first to Facebook Live and YouTube Live when considering live stream video ad placement. Though with any new format, as in the case with Facebook Live, there are some growing pains to get through.
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