Social Now Seen As Top Distribution Platform for Digital Video Campaigns

May 16, 2017

The pendulum seems to be swinging towards social platforms as the most important partners for digital video campaigns, according to a Trusted Media Brands Inc. (TMBI) survey. Some two-thirds (68%) of marketers and advertisers involved in digital and mobile advertising said that social platforms are their most important partners, up from 56% in the prior survey fielded just 10 months earlier.

That jump vaults social ahead of video platforms (60%) as the most trusted platforms for digital video pre-roll campaigns, with fewer looking at full episode players such as Hulu (33%) and video DSPs including Videology and Tremor Video (33%).

Video platforms still maintain the upper hand in one important area, though. When asked to select their most important priorities when planning a pre-roll campaign, respondents pointed first to measurement and reporting. And 44% said video platforms deliver best on that feature, compared to 38% for social platforms.

Nevertheless, social has other strengths. Engagement was close behind measurement as a digital video priority, and it’s clear that this is a big differentiator for social platforms. Indeed, 59% of respondents saw social distribution partners as delivering best on engagement, versus just 36% feeling that way about video platforms such as YouTube and Vevo.

Social platforms were also favored for customer service by a sizable margin, and for ROI in a closer gap.

In other results from the report:

  • Brand safe environments didn’t figure high on the list of priorities when placing campaigns, despite recent research from TMBI suggesting the opposite;
  • The share of budgets being allocated to video is rising for both agencies and marketers, which is in line with IAB data; and
  • Short-form is easily the most popular format for pre-roll investment in the next 6 months (58% definitely to invest), followed by premium formats (38%).

About the Data: The survey was fielded by Advertiser Perceptions among 300 agency and marketer decision-makers from its Omnibus Panel.

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