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.