That confusion is not surprising, considering just 26 percent of agency executives surveyed describe themselves as “reasonably competent” in video advertising on social media. Another 40 percent say they are still “growing their capability.”
Below are additional key findings from the report, which was based on data from a poll of more than 100 U.S. agency executives. The survey defines video advertising as campaigns marketers pay to run. The definition does not include branded videos posted on social networks for free.
- Agencies have the most experience running video ad campaigns on YouTube. Sixty-three percent of respondents said they have done so.
- Twelve percent have run video ads on Twitter, and five percent on LinkedIn.
- Almost 70 percent (69 percent) of agency executives plan to run video ad campaigns on YouTube in the next year.
- Twenty-four percent plan to run video ads on Twitter, and 13 percent plan to do so on LinkedIn.
New social platforms for video ads
- About 50 percent (49 percent) of agency executives expect to run video campaigns on Facebook as soon as the platform makes it possible.
- Eighteen percent expect to run video ad campaigns on Vine as soon as it is possible, and 14 percent expect to do so on Instagram.