Nearly nine in 10 US advertising executives polled said they planned to run a video ad campaign on Facebook in the coming year—the highest response rate out of all networks studied and up from fewer than two-thirds who had done so in the past year. Despite usage intent rising 3.7 percentage points, YouTube fell to second place, trailing Facebook by 5.5 points.
Instagram, Twitter and LinkedIn also saw strong growth in the percentage of respondents who planned to use each platform to run video ads, highlighting the rising popularity of social media for such campaigns.
Mixpo noted that respondents were looking for more than just a social video view or time spent with an ad; they wanted users to take additional steps after seeing the placements. Interactive video ads require an active response from viewers, and engaging with such elements was the most important metric for measuring the success of social video ads. Shares and conversions ranked second and third.
Facebook video started off 2015 strong, as recent research by Kinetic Social found that the format’s share of US ad spending on the platform more than doubled quarter over quarter in Q1 2015, from 14.4% to 30.7%. The social marketing platform cited higher performance and greater value as the reasons for the leap.
This year, 157.1 million US consumers—60.5% of internet users and 48.9% of the population—will access Facebook via any device at least once per month, eMarketer estimates. By 2019, 51.8% of the US population, or 62.1% of internet users, will be Facebookers.