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BizReport : Advertising archives : April 08, 2015

Video advertising: Facebook's rise to dominance

Video advertising technology firm Mixpo has released findings from a recent survey that suggest Facebook video could soon overtake YouTube as the top video advertising platform.

by Helen Leggatt

In their survey of 125 agencies, brands and publishers, Mixpo found that 87% plan to run video ad campaigns on Facebook. In comparison, fewer (81.5%) plan to do so on YouTube.

This news is unsurprising given that last year Facebook surpassed YouTube in overall view views. The network also saw a 94% YoY rise in video posts in the U.S. last year.

Respondents to Mixpo's survey indicated that video advertising on social platforms won't just be limited to Facebook and YouTube. Marketers said they plan to run more video advertising across many networks including LinkedIn, Twitter, Instagram and Tumblr this year.

"The advertisers we talk to are all generally interested in running video ads in social. What we see holding them back is a lack of experience," says Justin Kistner, vice president of marketing at Mixpo, "We created this report to not only give advertisers more insights on the macro trends, but also specific, tactical knowledge from actual campaigns."

Mixpo's report, 'The State of Video Advertising: Facebook's Rise to Dominance', can be downloaded here.

Tags: research, social media, video advertising

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