SocialDisplay and Video / April 06, 2015 / By Erin Martin
[New Report] The State of Video Advertising: Facebook’s Rise to Dominance
Today Mixpo is excited to announce our report, The State of Video: Facebook’s Rise to Dominance, that unveils the latest trends behind social video advertising and how Facebook, in particular, is a ripe opportunity for advertisers looking to reach video consuming audiences.
In this 18-page report, you’ll see data that includes:
- The percentage of digital advertising budgets being spent on social channels
- A look at two Facebook video advertising campaigns that breaks down CPM, CTR, CPC, video view rate and cost per video view by types of targeting
- The top social networks being used to run video advertising campaigns
- How important social advertising is to advertisers in their digital media mix
Did you know?
Social video ads: More than just another way to distribute your TV spot
Video is the fastest growing form of digital advertising, forecasted to represent 80-90% of global consumer Internet traffic by 2018*, and now the top social networks are becoming the leading digital video consumption channels.
For advertisers however, social video represents more than just an opportunity to distribute their TV spots in more channels; social networks also deliver interaction, retargeting, lookalike targeting, and people-based attribution. Perhaps the most significant differentiator of video ads on Facebook and Twitter is their people-based marketing advantage.The People-Based Advantage
People-based marketing is the ability to leverage individual user IDs for targeting and attribution, without having to actually provide the user data to the advertisers. Some of the key advantages to this approach are:
- Retargeting that works across devices, without dependency on 3rd party cookies that expire or get deleted
- Persistent behavioral data at the individual level from inside and out-side of Facebook that drives more e executive lookalike modeling
- True attribution based on view through and/or click through; even in mobile including mobile apps
- No personally identifiable information (PII) is created by or passed to the advertiser, eliminating liability for privacy protection
New opportunities means growing pains
Even though over 80% of our respondents considered social advertising to be important or very important, we’re still seeing a disproportionately low percentage of digital budgets going toward social compared to how much time users are spending in social (almost half of our respondents spend less than 10% of their digital media budget in social).
Advertisers solely focused on video views on social will be throwing away audience and attribution equity. Yet, advertisers who want to leverage the capabilities identified above will quickly feel the pain of audience management and people-based attribution strategies.
“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,” from Justin Kistner, vice president of marketing at Mixpo, “We created this report to not only give advertisers more insights on the macro trends, but also specific, tactical knowledge from actual campaigns.”
Advertisers that want to take advantage of the new capabilities from Facebook, Twitter, and other people-based marketing platforms require new approaches to planning, execution, and management.