That confusion is perhaps not surprising, considering that just 26% of agency execs surveyed describe themselves as "reasonably competent" regarding video advertising on social media. Another 40% say they are still "growing their capability."
Below, additional key findings from the report, which was based on data from a poll of more than 100 US agency executives. In the survey, "video advertising" was defined as campaigns marketers pay to run, and did not include branded videos posted on social networks for free.
- Agencies have the most experience running video ad campaigns on YouTube, with 63% of respondents saying they have done so.
- 12% have run video ads on Twitter and 5% on LinkedIn.
- 69% of agency executives surveyed plan to run video ad campaigns on YouTube in the next year.
- 24% plan to run video ads on Twitter and 13% plan to do so on LinkedIn.
New Social Platforms for Video Ads
- 49% of agency executives expect to to run video campaigns on Facebook as soon as the platform makes doing so possible.
- 18% expect to run video ad campaigns on Vine as soon as it is possible and 14% expect to do so on Instagram.
About the research: The report was based on data from a survey of 100 US agency executives conducted in October 2013.
Take the first step (it's free).
You may also like:
- Facebook Ad Benchmarks: CPM, CPC, CTR, and Objectives Trends
- How Marketers Can Protect Their Online Ad Dollars From Fraud
- Programmatic Advertising Trends: Top Tactics, Challenges, and Metrics
- Eight Common Campaign Management Mistakes Agencies Make
- The Anatomy and Current State of Programmatic Advertising [Infographic]