• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
    • Follow
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Video

As publishers see rising returns on video, Facebook is getting more of their ad campaigns

A new survey shows publishers remain wary of relinquishing control of their video revenue to third parties. Most are not participating in Instant Articles, for example.

Ginny Marvin on July 12, 2016 at 9:30 am
  • More
camera-video-watch-online-ss-1920

As video is expected to bring in over $10 billion in digital ad revenue this year, according to eMarketer, publishers see video as the number one trend affecting their businesses.

A new survey from video ad tech firm Mixpo of 263 US sales and marketing professionals at local and national media outlets looks at the opportunity and challenges publishers face in taking full advantage of the digital video surge. Across the board, video formats topped the list of ad units seen as most likely to drive the highest ROI or ad revenue, with pre-roll video by far the preferred ad format. The use of video in banner units has also been growing as a way to expand inventory as premium video supply remains tight.

“The biggest trend in digital advertising is video. As a TV company we produce a ton of premium video and the industry just doesn’t have enough of it, which positions us well as we look to new product offerings.” Lindsey Lawson, Digital Sales Manager, WESH Television said in the report.

Facebook has become a dominant place where publishers extend their video ad campaigns as video has become more prevalent on the social network (Facebook executives envision a video-only news feed), and it has become a primary news and entertainment destination for users,

Half of publishers in a new survey said they have run video ad campaigns on Facebook, compared to just 31 percent on YouTube and fewer than a quarter (17 percent) on Twitter.

facebook top social network for publisher video campaigns

However, while publishers are able to extend their video assets across and beyond their own properties — a full 61 percent of publishers said they have sold video ads as a part of their audience extension packages on other networks — they face a challenge in realizing adequate return and engagement from these other networks and balancing scale with control. As one example, just 13.6 percent of the publishers surveyed said they use or plan to use Facebook Instant Articles, in large part because the program gives Facebook significant control over ad monetization. Publishers also say Facebook users click through on an article on mobile, where ad inventory is more limited, and they don’t stick around to read more.

Part of Facebook’s rise over YouTube is due to the attribution capabilities that come from reaching addressable, signed-in audiences rather than having to rely on cookies. With publishers saying that over half of their digital traffic comes from mobile, cookies largely become moot. Adequate attribution and measurement capabilities also remain elusive, publishers say. Attribution and measurement, along with ad viewability, tied at 69 percent as the top concerns among publishers. Just over half (51 percent) said ad fraud and bots were a significant concern, closely followed by the increase in mobile consumption (49 percent).

Publishers Top Concerns_Mixpo

The full report is available for download (with registration).


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Ginny Marvin
Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

Channel: VideoFacebookFacebook: AdvertisingFacebook: VideoGoogle: YouTubeVideo

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

February 23, 2021: SMX Report

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

October 2021: SMX Advanced Europe

December17, 2021: SMX Code

Available On-Demand: SMX

×


Learn More About Our SMX Events

White Papers

  • The State of Local Marketing Report 2020-2021
  • Quality CRM Data: The Key to Delivering Great Customer Experiences
  • How the Microsoft Search Network Can Maximize Your Search Campaigns
  • The Marketer’s Playbook for Customer Acquisition
  • How To Optimize SEO With UGC
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

h
Receive daily marketing news & analysis.
Marketing Land
Download the Marketing Land app on iTunes Download the Marketing Land App on Google Play

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference
  • Search Marketing Expo

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • Youtube
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok