Mixpo today released The State of Video Advertising: Facebook’s Rise to Dominance that looks at the latest trends behind social video advertising. The report, a combination of survey and campaign data, finds that Facebook in particular is a ripe opportunity for advertisers looking to reach video consuming audiences. In addition the report shows:
• In 2015, more advertisers plan to run video campaigns on Facebook than YouTube, a reverse from 2014.
• Even though Facebook is largely considered a social marketing opportunity, 83% of companies do not consider the social team the primary planner for ads run in social.
• When asked what the most important metrics are for social video ads, respondents to survey questions said traditional video metrics like video views and completion rates didn’t even make their top 3.
“The advertisers we talk to are all generally interested in running video ads in social. What we see holding them back is a lack of experience,” says Justin Kistner, vice president of marketing at Mixpo, “We created this report to not give advertisers more insights on the macro trends, and provide specific, tactical knowledge from actual campaigns.”
The State of Video Advertising is the latest in a series of reports from Mixpo. Other available reports include: Master Multiscreen Video Advertising Report, Measuring Video Ad Quality, and 2014 Video Advertising on Social Networks.