Since television became a daily part of the lives of consumers, TV ads like commercials have been one of the dominant forms of advertisements. However, with the growth of the internet, business owners and marketers need to realign their advertising plans to meet the new reality. A recent study showed how social media is becoming the new premier destinations for video ads and commercials.

Back in April, Trusted Media Brands conducted a survey with 300 advertisers and marketers who were at a recent event. While certainly a small sample size, the data from the study does show marketers and business owners which tactics are working with their competitors.

According to the survey results, a little over two-thirds (68 percent) of marketers now believe social media is the 'most important' piece for digital video campaigns.While using social media for advertising purposes is nothing new, the greater emphasis on video reflects the effectiveness of new video marketing tools on platforms like Facebook, YouTube, Twitter and the like.

The number of marketers who said social video was "most important" increased by 10 percent in the past year. Also, social received the highest rankings for engagement (59 percent), ROI (39 percent), and customer service (38 percent), by those who took the survey.

"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 growing importance of social media for spreading video and advertising content is leading to changes in the way marketers creating their advertising plans. For example, marketers in the study are now setting aside more than a quarter (28 percent) of their budget for video marketing.

There are many different ways to use a video to make ads, so it's worth noting how the marketers in this survey planned to use video content. To illustrate, if you think videos need to be long, grand affairs, think again. Facebook has often recommended short videos of 15 seconds. The result of this policy can be seen by the fact that 58 percent of marketers who are using video said they were looking for "short-form content". It's true that 28 percent of them were using "premium content", but the majority of the content is short and simple, which is something most businesses of any size can do.

One of the challenges of using video ads, whether on TV and the internet, is measuring the effectiveness of the campaign. Video ads on the internet have an advantage in this regard because it's easier to track results. In the survey from Trusted Media Brands, one in three (36 percent) replied that measurement/reporting are a top priority for pre-roll video ad campaigns.

It's also possible to measure things about the video and its audience that can't be measured on TV ads. Marketers are also paying attention to these metrics. According to the survey, 34 percent say engagement by the audience is a top priority and 33 percent say viewability is a top priority.

Social media is quickly becoming the premier destination for marketers to get their video content seen by their target audience. Business owners who aren't using social media to distribute video content risk losing ground to their competitors.

For more research that can help business owners and marketers, read this article on how to use technology to create better in-store and online shopping experiences.

Published on: May 15, 2017
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