Study Finds Social Platforms Preferred as Video Ad Partners
One would naturally think that stand-alone video platforms YouTube and Vevo would top the list of places marketers would prefer to place their video advertising. Yet, according to a recent Trusted Media Brands survey, 68% of advertisers believe Social platforms including Facebook, Snapchat, and Twitter are the most important partners for digital video campaigns.
It really boils down to engagement, which drove the highest marks (59%) in the survey. Pre-roll video ads on video-only platforms are interruptive and stop users from reaching the intended video they are interested in viewing. Add poor targeting to the mix, and you end up putting a sour taste in a user’s mouth with an ad they weren’t interested in seeing to begin with. Instead of driving engagement for your brand with your message, you are quite possibly turning them off from your brand entirely.
On the other hand, Social is driving brand engagement with its users in their personal Feeds, and is doing so by delivering highly-targeted video ad units. Those messages are being engaged with, commented on, and shared with others who would also find value in them. No other media platforms enable advertisers so much measurable engagement value with their video ads than that of Social Media.
WANT TO SEE MORE?
WANT TO SEE WHAT ELSE WE HAVE BEEN THINKING ABOUT?