Facebook represents 46% of all video ads created, and that share jumps to 74% when including video ads on its photo-sharing app Instagram, according to research from Clinch made available to Marketing Dive. Those figures mean that Facebook tops Google’s YouTube for video ad campaigns, which represent 41% of the market.
The study also showed that, despite healthy growth in digital video ads, quality and platform fit remain an issue. About 75% of marketers simply adapt their TV commercials for digital video efforts, with 44% reporting that they don’t shorten commercials for each platform’s suggested length. For example, TV spots typically run 15 to 30 seconds, but Facebook and YouTube recommend six-second videos.
Half of the respondents said they see strong results when personalizing their video campaigns. About 90% of marketers with customized Facebook or YouTube video ads reported seeing benefits, and 70% of those say they have seen improvements in KPIs.
Facebook beating YouTube for video ads might point to marketers’ lingering concerns over Google’s ability to guarantee ad placement on brand-safe channels. Facebook has also been ramping up its video efforts on News Feed and newer platforms like Watch to draw content creators and advertisers away from YouTube as the platform struggles with diminished trust following several instances where ads appeared next to unsavory content.
It’s a weakness Facebook is more frequently taking advantage of, as reports surfaced earlier this week detailing a program the social media giant is testing that offers marketers the chance to purchase ads on videos that it deems to be brand-safe. Advertisers can participate in the program for $750,000 for three months but have little control over where ads will appear, which has made some leery of the initiative. Google, for its part, is trying to ease marketers’ concerns with tougher ad eligibility requirements for content creators and stricter vetting criteria for the videos that can include ads.
As 78% of marketers plan to increase their production of digital video ads in 2018, according to Clinch, this competition will likely intensify. The group’s research also highlights that marketers too often take a one-size-fits-all approach with their video campaigns. Only half report personalizing them, and nearly half say they don’t tailor the content to the platform. This could put brands at a disadvantage, as adapting creative to the audience and platform yields the best ROI.