YouTube also offers display ad units that can feature a static image, short video animation, or text, and often allows advertisers to add a call to action. However, these units can’t be created as standalone campaigns on YouTube; they can only be added as optional extensions or interactive elements attached to a video ad campaign.

Hashtag Challenges involve working directly with creators, so having a solid influencer marketing video strategy is necessary. And even a format like the in-feed video ad still necessitates that marketers adopt the unique TikTok video aesthetic to be successful. Try out several platforms. There are a lot of companies trying to enter this space, and not all of them will survive.

Local short-video apps such as Roposo have also seen favorable growth since the ban. Roposo said in October that it had surpassed 100 million downloads in the Google Play Store. Latin America. TikTok is poised to become a major force in Latin America, where its blend of music, dancing, and video is attracting a quickly growing audience.

They grant buyers access to premium video and in-app inventory. They make it possible to secure quality inventory and audiences from the walled gardens. Programmatic is, in a word, powerful. We released our first estimates of programmatic display ad spending for the US in 2014.

Though all social platforms offer video of one form or another, such as original shows, short videos, influencer content and more, there is little data on the number of minutes spent viewing these videos within social properties. As of Q2 2018, just 6% of US adult Facebook users used Facebook Watch daily, according to research from The Diffusion Group.

Video at Scale + Closed Loop Measurement = Holy Grail for Advertisers

For our recent report on digital video in the UK, Graeme Hutcheson, director of advanced advertising strategy at Sky Media, the company’s advertising sales arm, outlined how the firm is dealing with changing consumption habits of its UK subscriber base and how it’s altering its advertising proposition as a result.

In October, it took a page out of Snapchat's playbook with standalone messaging app Threads by Instagram and in November, it launched Reels, a video editing feature similar to TikTok. Currently available only in Brazil, Reels allows users to record short videos and set them to music.

Another social platform that video marketers should monitor is TikTok, which is an app that allows people to create short videos and upload them with sound and visual effects. TikTok doesn't have a formal ad business yet. But the platform has increasingly been testing ad units, and select brands like Chipotle have partnered with TikTok influencers on campaigns.

In February, TikTok said it was adding a warning label to videos with content that could not be confirmed as accurate. Viewers who attempt to share an unverified video will also be served a prompt to confirm that they want to share the video. Still, these new measures only address brand safety as it relates to content on the platforms, not to the platforms themselves.

In late July, Facebook launched official music videos on its core app in the US. Users can watch, share, and comment on music videos through the News Feed, artist Pages, and a dedicated section in Watch, Facebook’s longer-form video service.

Nor is it clear how these videos will get surfaced. “Some of these platforms are going to be producing literally in the hundreds of anything from short-form to longer-form content,” said Gareth Noonan, general manager for Americas at mobile advertising platform Smaato. “It’s throwing an awful lot at the wall and seeing what would stick.