US Marketers to Step Up Social Video Ads, Particularly on Facebook - eMarketer
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US Marketers to Step Up Social Video Ads, Particularly on Facebook

But don’t count out Google, YouTube

A strong majority of US marketers plan to spend money on social video—both on ads in general and on placements to boost content—over the next 12 months. And according to research, Facebook will see the largest interest.

US Marketers Who Plan to Use Social Video Ads, by Platform, May 2016 (% of respondents)

Between April and May 2016 Animoto, a cloud-based video creation service, polled US marketers about their social video ad plans, including platform preferences.

According to the data, within the next 12 months, 70.8% of respondents said they plan to invest in social video ads, including ads to boost content. And Facebook is most likely to benefit from this objective; 65.8% of those who planned to do social video advertising planned to use it. YouTube was the No. 2 most popular property for social video advertisers, at 42.3%.

This could represent a shift in Facebook’s favor. In December 2015, YouTube was ahead of Facebook for social video advertising. In a survey from insights firm Advertiser Perceptions, 72% of US marketers said they anticipated using Google and YouTube for their campaigns in the next 12 months, compared to 46% who said Facebook. The research, which was released in April 2016, not only asked about their plans for social platforms, but also media brands and publishers—which could have given the Google/YouTube combo a boost.

Leading Brands that US Marketers Intend to Use for Digital Video Advertising, Dec 2015 (% of respondents)

The increasing prevalence of video and video advertising on social platforms may reflect an increasing mix of audience growth, platform capabilities, and shifting viewing habits, as discussed by eMarketer experts in a July 2016 episode of our “Behind the Numbers” podcast.

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