Digital video advertising budgets will grow over the next 12 months, say 65% of agencies and 42% of marketers involved in digital and mobile ads, per a Trusted Media Brands (TMB) survey [pdf]. Respondents, who estimated allocating about one-quarter of their digital budgets to video, appear as likely to prefer social platforms (such as Facebook) as video platforms (including YouTube) for their campaigns.
In fact, while agencies were more likely to tab video than social platforms as being the most important partners when planning a video campaign, the opposite was true of marketers, almost two-thirds of whom feel that Facebook, Snapchat, Twitter and the like are their preferred partners.
The findings are interesting in light of a recent consumer survey suggesting that YouTube is their preferred destination for branded video content. Separate data from comScore indicates that about twice as many adults watch video content – excluding ads – on Google Sites (read: YouTube) as on Facebook.
The TMB survey finds that live video could be a source of digital video budget allocations, with about 9 in 10 agencies and 8 in 10 marketers at least willing to consider live stream video advertising in the next 6 months. On this front, Facebook Live gets the nod over YouTube Live among both agencies (70% and 59%, respectively) and marketers (72% and 69%, respectively), with Snapchat drawing less appeal for now (38% and 37%, respectively).
Finally, the survey shows that optimism is higher for branded content than for pre/mid/post-roll ads and in-video banners. Marketers and agencies will be happy to see the results of recent Nielsen research, then, demonstrating that quality branded content outperforms pre-rolls across various KPIs.
About the Data: The TMB study is based on a survey of 300 respondents, all of whom are members of the Advertiser Perceptions Omnibus Panel and all of whom are involved in media brand selection decisions for digital/ online, mobile, TV or print advertising.
