Facebook, Snapchat and Twitter want a piece of the digital video advertising pie.
Facebook, Snapchat and Twitter are embarking on a massive land grab for video content, hoping to drive increased usage and capture a greater portion of digital video ad revenues with familiar ad formats such as pre-roll and mid-roll.
“Consumers—particularly young people—are viewing video programming on more devices and in more destinations than ever before, and social platforms want to capture their attention,” said Debra Aho Williamson, eMarketer principal analyst and author of the new report, “Video Advertising in Social Media 2017: Showtime for Facebook, Snapchat and Twitter.”
Video advertising has become an important revenue stream for social media properties. But they want more.
Being pigeonholed in the “social” bucket has stymied growth. The broader digital video ad business is something that all social properties have been lusting after.
eMarketer forecasts US digital video ad spending outside of social platforms will reach $13.23 billion this year, up 23.7% from 2016. By 2021, spending will reach $22.18 billion.