Digital Video Ad Effectiveness: YouTube, Facebook, Instagram, Twitter, Snapchat and More - eMarketer
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Digital Video Ad Effectiveness: YouTube, Facebook, Instagram, Twitter, Snapchat and More

eMarketer Report

By: eMarketer

Published: November 01, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

This report looks at how ad industry executives measure the effectiveness of video ad campaigns. As new platforms and devices change the landscape, and best practices must be tweaked, experts grapple with how to benchmark campaigns for maximum effectiveness. The report combines recent data with executive insights.

  • YouTube and Facebook are the pillars of digital video advertising, with most practitioners using both rather than choosing one or the other. If anything, the question is how to combine each of those platforms with TV, not how to play them against each other.
  • Twitter is another key outlet, but for many ad buyers the platform has not delivered on its promise. Snapchat remains an experimental option for most.
  • As buyers increasingly delve into connected TV, they’re finding that the living room is a natural conduit for the types of ads that have worked for generations on linear TV. After all, connected TV viewers are still watching on TV screens, and the experience is similar to linear TV. But perhaps more importantly, the data-mining capabilities of set-top boxes and smart TVs present tantalizing possibilities.

"US digital video ad spending will grow at double-digit annual rates for at least the next four years, surpassing $22 billion in 2021."

Table of Contents

Video Ad Effectiveness Metrics

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How Do You Choose Between TV and Digital Video?

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What’s Stopping Digital Video Ads from Being More Effective?

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Cross-Platform Campaigns

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YouTube

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Facebook

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Live Video Platforms

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Instagram

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Twitter

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Snapchat

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Connected TV

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Out-Stream Video

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20 charts are included in the full report:

Digital Video Ad Effectiveness: YouTube, Facebook, Instagram, Twitter, Snapchat and More

US Digital Video Ad Spending, 2017-2021 (billions, % change and % of total digital ad spending)

Video Ad Effectiveness Metrics

Digital Video Ad Benchmarks Worldwide: CTR, Completion and Viewability Rates, Q2 2016-Q2 2017 (among impressions served by Extreme Reach)

Desktop vs. Mobile Video Ad Benchmarks Worldwide: Completion and Viewability Rates, Q2 2016-Q2 2017 (among impressions served by Moat analytics)

Digital Video Ad Benchmarks Worldwide: Completion Rates, June 2016-April 2017 (among impressions served by DoubleClick)

Digital Video Ad Benchmarks Worldwide: Completion Rates, by Purchase Method, Q2 2016-Q2 2017 (among impressions served by Extreme Reach)

How Do You Choose Between TV and Digital Video?

US TV* and Digital Video** Ad Spending, 2016-2021 (billions, % change and % of total media ad spending)

Average Time Spent per Day with Video by US Adults, by Device, 2015-2019 (hrs:mins)

Cross-Platform Campaigns

Expected Change in Cross-Platform TV/Video Spending According to US Agency vs. Marketing Professionals, April 2017 (% of total)

YouTube

YouTube Net US Video Ad Revenues, 2016-2019 (billions)

Facebook

Social Media Platforms Used by US Video Marketers to Post Videos, April 2017 (% of respondents)

US Internet Users Who Watch vs. Engage with Branded Videos Daily, by Social Media Platform, April 2017 (% of respondents)

Average Engagement on Facebook Posts by Brands/Publishers Worldwide, by Content Type, July 2016-June 2017

Live Video Platforms

Platforms Used by US Live Streaming Video Viewers to Watch Live Streaming Video, June 2017 (% of respondents)

Instagram

Instagram Ad Revenues, US vs. Non-US, 2016-2019 (billions and % of total)

Leading News & Media Publishers on Instagram Worldwide, Ranked by Number of Videos Posted, May 2016 & May 2017

Twitter

Twitter Ad Revenues, US vs. Non-US, 2016-2019 (billions and % of total)

Frequency with Which US Twitter Users View Videos on Twitter, Nov 2016 & May 2017 (% of respondents)

Snapchat

Snapchat Ad Revenues Worldwide, US vs. Non-US, 2016-2019 (millions and % of total)

Frequency with Which US Snapchat Users Engage with Snapchat Ads, by Format, March 2017 (% of respondents)

Connected TV

US Connected TV Users and Penetration, 2016-2021 (millions, % of population and % of internet users)