The study, commissioned by Advertisers Perceptions on behalf of Trusted Media Brands, explored the future of digital video. It found that 65% of the 300 agency and client side marketers surveyed felt social platforms such as Facebook, Snapchat and Twitter were the most important partners for digital video campaigns over video platforms (YouTube, Vevo), video demand side platforms or DSPs (Videology, Tremor Video), full episode players, ad networks, publishers and multichannel networks. 

Client side marketers in particular preferred social platforms such as Facebook or Snapchat ( 65%) to video platforms like YouTube or Vevo ( 55%), while agencies tended to lean towards video platforms ( 62%) rather than social ( 51%). 

Marketers were also asked how and where they planned to spend their video advertising dollars in the coming months. It was found that YouTube would ‘take a backseat to social’ as a preferred platform for digital video distribution; live stream is likely to see increased advertiser investment; and social platforms are ahead of video platforms among both agencies and marketers for live stream video advertising.

Overall, budgets for digital video advertising are rising: 65% of agency respondents predicted an increase in the use of digital video over the next 12 months.  

“Facebook made a bold move with in-stream video. They followed that up with Facebook Live," said Rich Sutton, chief revenue officer at Trusted Media Brands. "At Trusted Media Brands, we’ve embraced both and wanted to get the facts from our clients and partners on what they see working in the marketplace.

“Hats off to Facebook – it looks like they will overtake YouTube as the video advertising platform of choice.”