Study Reveals Social Platforms as the Preferred Digital Video Advertising Partner by Over 300 Industry Decision-Makers
NEW YORK, NY – Trusted Media Brands, Inc. (TMBI) unveiled results from its newest study exploring the future of digital video. The study found that 68 percent of participants (a 12 percent increase from TMBI’s previous digital video survey conducted in June 2016) feel social platforms (e.g. Facebook, Snapchat, Twitter) are the most important partners for digital video campaigns.
Social media platforms were preferred over video platforms (YouTube, Vevo); video demand side platforms or DSPs (Videology, Tremor Video); full episode players (Hulu, broadcast and cable digital properties); ad networks; publishers (BuzzFeed, Vice, Vox); and multichannel networks (Maker Studios, Awesomeness TV, FullScreen).
The “Social Cracks the Digital Video Code” study, conducted by Advertiser Perceptions on behalf of Trusted Media Brands, looks at more than 300 agency and client side marketers’ attitudes toward digital video platforms and where they plan to spend their video advertising dollars.
Key research highlights include:
– Social platforms are the number one distribution partner. The gap between the importance of social media as a top distribution partner and video platforms has shifted, with 68 percent of participants voting social as the most important when planning digital video campaigns, compared to 56 percent from June 2016.
– Social gets the highest marks for delivering on engagement (59 percent), ROI (39 percent) and customer service (38 percent); whereas video platforms deliver best on measurement and reporting.
– When planning digital video pre-roll campaigns, more than one-third of advertisers (36 percent) consider measurement/reporting and pricing a top priority. Engagement (34 percent) and viewability (33 percent) follow closely as top priorities.
– Advertisers will allocate 28 percent of their overall budgets to digital video, a 3 percent increase from June 2016. Of the digital video formats, 58 percent of participants reported they will invest in short-form video and 38 percent will invest in premium video.
“Following our previous digital video survey conducted last June, we accurately predicted social platforms would continue to exceed video platforms as the preferred partner for decision-makers,” said Rich Sutton, chief revenue officer of Trusted Media Brands, Inc. “At Trusted Media Brands, we embrace this shift by consistently adapting to what our consumers want. Ultimately, what consumers want, is exactly what advertisers want as well.”
The Trusted Media Brands, Inc. survey was conducted in April 2017 among 310 U.S. media decision-makers from the Advertiser Perceptions Omnibus Panel. Download the whitepaper, along with additional chart and graphs from the study here.
About Trusted Media Brands, Inc.
Trusted Media Brands, Inc. is a visionary, brand-driven multiplatform media company, home to iconic brands like Taste of Home, the world’s largest circulation food media brand; Reader’s Digest; The Family Handyman, America’s leading source for DIY; a suite of highly targeted brands including Birds & Blooms, Country, Country Woman, Farm & Ranch Living and Reminisce; and digital properties which include EnrichU, the Taste Community and Haven Home Media. Trusted Media Brands reaches active consumers who genuinely connect with our blend of uplifting and enduring expertly-curated family, food, health, home improvement, finance and humor content – digitally, via social media, magazines and books, and events and experiences. Founded in 1922 by DeWitt Wallace as The Reader’s Digest Association, one of the first user-generated content publishers, Trusted Media Brands is headquartered in New York City. For more information, visit TMBI.com.
About Advertiser Perceptions
Advertiser Perceptions is the world leader in providing media company executives with the research-based advertiser insight and guidance necessary for producing superior advertiser experiences. The company specializes in determining, analyzing, communicating and applying what advertisers think — their plans, opinions and motivations.