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Social Video: The Next Wave in Digital Advertising

Marketers move past interruptive pre-rolls to engaging branded content

New York, NY (October 31, 2012) – The power of social video represents an evolution in digital advertising, according to a new eMarketer report, “Social Video: The Next Wave in Digital Advertising.” Marketers are starting to move past the interruptive model of the 15- or 30-second pre-roll ad and toward a broader strategy that includes longer opt-in videos with built-in sharing capabilities. This branded content is designed to be consumed and shared on the social web, driving earned media and raising the potential for viral success.

The report answers key questions about the new role of social video in the digital marketing landscape, including:

  • How is social video changing the nature of digital advertising?
  • How are marketers using social video to amplify their messages and how are consumer-sharing behaviors informing marketers’ decisions about where, when and how to seed branded video content?
  • What metrics are marketers using to gauge the success of social video campaigns?

In some cases, social sharing has resulted in ad campaigns vastly exceeding their original audience targets. A Visible Measures report showed that user-initiated, English-language social video ad views served on its network reached 1.33 billion in Q1 2012, a 77.6% increase over the previous quarter’s total of 747 million.

David Segura, CEO of social video company Giant Media, said, “The difference between this and the previous online video model, which revolved around pre-roll, is you move from looking at the media to focusing on consumer behavior … So every form of advertising becomes an advertorial that accomplishes the brand’s goal but at the same time has a realistic chance of exciting the consumer to share content.”

Because of its dominance in the video space, YouTube remains the leading venue for social video campaigns. The site attracted more than 150 million unique viewers in the US in August 2012, according to comScore. By comparison, Facebook, the second-most-popular US social video destination, had nearly 48 million unique video viewers that month.

One of the added benefits for marketers that seed branded content through social channels is a rich set of metrics that often exceeds what they might get from site publishers for a traditional campaign. These include video views, a breakdown of venues where the clip ran, clicks to websites, visits to Facebook, store locator usage, coupon download information and softer metrics like consumer sentiment on social channels.

Posted on October 31, 2012.