Video Advertising in Social Media 2017: Showtime for Facebook, Snapchat and Twitter - eMarketer

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Video Advertising in Social Media 2017: Showtime for Facebook, Snapchat and Twitter

eMarketer Report

By: eMarketer

Published: August 15, 2017

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

Executive Summary

Facebook, Snapchat and Twitter are embarking on a massive land grab for video content, hoping to drive increased usage and capture a greater portion of digital video ad revenues with familiar ad formats such as pre-roll and mid-roll.

  • Consumers—particularly young people—are viewing video programming on more devices and in more destinations than ever before, and social platforms want to capture their attention.
  • Video programs typically contain familiar forms of advertising, such as pre-roll and mid-roll video ads, which may result in more digital video ad dollars going to social platforms.
  • Facebook is acquiring its own video programming and partnering with video publishers; many of its shows are similar to what viewers might watch on a video service like Netflix. In-stream mid-roll ads accompany these videos.
  • Although Facebook has deep pockets and an enormous audience, its success is by no means assured. Consumers today don’t go there to watch shows, so it must change their behavior by offering great programming and a winning video platform.
  • Snapchat’s “Shows” are quite short, benefiting its position as a place for creative, quick-hit content for young people. TV networks are the primary programming partners, and the ads use Snapchat’s familiar vertical video format.
  • However, many marketers have yet to get comfortable with creating video ads on Snapchat. As the company continues to roll out programming, the challenge will be to convince them to develop for its unique format.
  • Twitter is relying on its real-time roots, emphasizing live and event-driven video content. Like Snapchat, Twitter has turned to a familiar format—its Amplify video publisher partner program—for delivering ads in its new shows. The company has a lot riding on its video initiatives, given its slumping user growth and resulting falloff in ad revenues.

"This year, US marketers will spend over $13 billion on digital video advertising that appears outside of social platforms. Companies such as Facebook, Snapchat and Twitter want a piece of that pie."

Table of Contents

Three Reasons Why Streaming Video Is the Next Wave for Social

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And Three Reasons Why In-Stream Ads May Soon Follow

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Facebook

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Snapchat

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Twitter

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17 charts are included in the full report:

Video Advertising in Social Media 2017: Showtime for Facebook, Snapchat and Twitter

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

Three Reasons Why Streaming Video Is the Next Wave for Social

US Social Media Users Who Watch Video on Select Social Media Platforms, by Age, Nov 2016 (% of respondents in each group)

Digital Video Platforms Used* by Monthly Digital Video Viewers in North America, by Generation, Feb 2017 (% of respondents in each group)

Mobile Video Viewing Is Soaring

Smartphone Activities that US Teen Smartphone Users Spend at Least 3+ Hours on Daily, Aug 2016 (% of respondents)

Share of Average Time Spent per Day with Major Media by US Adults, 2014-2019 (% of total)

Mobile Video No Longer Needs to be ‘Snackable’

Primary Device Used by US Millennial Internet Users to Watch TV Content, April 2017 (% of respondents)

Devices Used by UK Child/Teen Internet Users to Watch TV/Movies, 2015-2017 (% of respondents)

And Three Reasons Why In-Stream Ads May Soon Follow

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

Most Important Partners When Planning a Digital Video Campaign According to US Agency and Marketing Professionals, 2016 & 2017 (% of respondents)

In-Feed Video Ads Aren’t Perfect

Preferred Types of Digital Video Ads According to Internet Users in Canada, by Age, Oct 2016 (% of respondents in each group)

Advertisers Are Comfortable with Pre-Roll and Mid-Roll

Likelihood that US Agency and Marketing Professionals Will Use Pre-Roll Digital Video Ads, by Format, April 2017 (% of respondents)

Primary Action Taken by US Millennial Internet Users in Response to YouTube Ads, Dec 2016 (% of respondents)

Facebook

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

Snapchat

Frequency with Which US Snapchat Users Conduct Select Activities on Snapchat, March 2017 (% of respondents)

What Marketers Should Know

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

Frequency with Which US Snapchat Users Swipe Up to Watch Longer Video Ads on Snapchat, by Age, Feb 2017 (% of respondents)

Twitter

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