A survey of 300 executives who help make media brand selection decisions for digital/online, mobile, TV or print advertising, indicates that budgets for digital video are rising. In addition, 65 percent of respondents state that social media platforms — think Facebook, Snapchat and Twitter — are the most important media for digital video campaigns.
The survey by Trusted Media Brands, a multi-platform media company that publishes Reader’s Digest, reinforces the belief that digital video will continue to experience rapid growth in both consumer and B2B marketing strategies. Among the findings:
· One-quarter of total ad budgets are going to digital video, and this will increase.
· While video platforms are favored by 59 percent of all respondents, marketers rate social as by far the most important (65 percent).
· Live stream is on the radar and is likely to see increased investment.
· Less will be more. Short-form video and the use of micro-video — clips of six to 15 seconds — will likely grow.
In reporting Facebook’s second-quarter results, which blew past analysts’ and the company’s own expectations, CEO Mark Zuckerberg said video is “at the heart” of all its products, and he sees Facebook as “video first.”
