What distribution channels are the most important for online video advertisers? To find out, Trusted Media Brands Inc. (the company formerly known as Reader’s Digest) surveyed 310 agency and client-side marketers. Here are the seven options they were given: social networks (such as Facebook and SnapChat), video sharing sites (such as YouTube and Vevo), demand-side platforms (such as Videology and Tremor Video), premium sites (such as Hulu and broadcast or cable online properties), ad networks, online publishers (such as BuzzFeed and Vice), and multichannel networks (such as Maker Studios and Awesomeness TV).
From those, the clear winner was social channels, which was chosen as an important partner by 68 percent of those surveyed. When TMBI asked the same question last year, social channels came in second behind video platforms. That means in one year social has eclipsed sharing sites. As TMBI’s white paper about the results points out, it means Facebook is more important than YouTube.
“Facebook will lead,” the white paper says. “Who can beat 1 billion daily users? Despite some grumblings that Facebook is driving the fake news problem, it gets high marks from buyers for engagement and ROI and has emerged as the definitive partner for video campaigns—at least for right now.”
TMBI released this data on the day of its newfront presentation in New York City.
Survey participants see social networks as providing strong engagement, return on investment (ROI), and customer service for their video campaigns. This wasn’t a clean sweep, however, as those surveyed see video sharing sites as offering the best measurement and reporting. That’s crucial, the study notes, as 36 percent of those planning an online video pre-roll campaign see measurement and reporting as a top priority. The next most important concerns are engagement (34 percent) and viewability (33 percent).
This year, advertisers will spend 28 percent of their budgets on online video, up 3 percent from last year.
The survey, “Social Cracks the Digital Video Code,” was conducted in April 2017 by Advertiser Perceptions, which questioned agency and client-side marketing professionals. Download the full survey for free (registration required).