Video is now the dominant form of online advertising, and it’s continually evolving.
Video is now the dominant form of online advertising, and it’s continually evolving. In the first of our ‘Online video advertising in 2018’ series we look at what the next 12 months holds in store. Starting with Facebook, we explore what marketers should look out for when planning their online advertising strategy.
The moving image has long been the dominant form of communication for advertisers looking to build their brands. What began in TV has moved online – and at huge scale.
With publishers’ well-documented ‘pivot to video’ during 2017, Facebook and Google continuing to invest heavily, and with the likes of Amazon and Snapchat making inroads, online video is the only game in town. According to eMarketer, online video growth is expected to grow from roughly $13 billion in 2017 to over $22 billion by 2021 in the US alone.
All this video consumption is happening on multiple platforms that offer very different customer experiences. So, given all the available options, what are the key developments a marketer must consider when deciding where to spend their precious marketing budget?
In part one of our ‘Online video advertising in 2018’ series, we look at how Facebook is shaping up in 2018.
Facebook’s global Reach
There are of course any number of possible social media sites for advertisers to choose between – from Twitter and Snapchat to Pinterest and Instagram – each with their own unique attributes. Snapchat and Twitter in particular are facing pivotal years.
However, with over 79% of US adults on the site and over 2 billion active users worldwide as of 2017, Facebook is by far the largest social media site. What Facebook does will have an impact throughout the market.
