Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Course: Video Sales & Marketing Strategy

Start the Course Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer?

What is <span>They Ask, You Answer?</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
learning_center_grey__Free Courses and Certifications.svg

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Video Marketing
Close
Video Sales & Marketing Strategy

Free Course:

Video Sales & Marketing Strategy
Start the Course
Video Sales & Marketing Strategy
Free Video Course
View Video Sales & Marketing Strategy
Video Sales & Marketing Strategy

Free Course:

From production to technology, get everything you need to start your video marketing journey with confidence

In this free course, you’ll learn:

  • How to align your teams around a common vision with video
  • 7 types of videos that have the biggest impact on your revenue
  • 6 factors that make up an engaging and effective sales or marketing video

[New Research] Video Skyrockets to 25% of Digital Ad Spending

By Dan Baum

Dan Baum also recommends this free course, Video Sales & Marketing Strategy.

[New Research] Video Skyrockets to 25% of Digital Ad Spending Blog Feature

What a year it’s been for online video. Consumers are watching more and more content online, as the average user spends 67 minutes a day streaming.

Free Course: Video Sales & Marketing Strategy

This is a large bump over last year’s 56 minutes, and marketers are taking notice.

New research from eMarketer estimates that marketers are breaking spending records on video as Q4 2018 starts, and this growth is not expected to slow down any time soon.

Growth in Online Video Ad Spending

In 2018 alone, digital video advertising will grow by nearly 30% to a healthy $27.82 billion. That equates to just over one quarter of all digital ad spending this year, and Zenith forecasts that number to climb to $43 billion by 2020.

The need to divert spending toward video should come as no surprise as people grow accustomed to consuming video on their own time and on the platforms and devices of their choice.

Online video streaming is especially popular among younger consumers like Gen Zers, who average 4.2 hours per week streaming content, according to MNI Targeted Media.

Gen Zers, more so than other generations, also don't mind seeing pre- or post-roll ads to learn about new products as long as the ads are relevant.

As the members of Generation Z grow up, they and the generations that come after them are expected to further increase the volume of time that consumers spend watching videos.

So where should you be moving your ad spend? Let’s dig into the eMarketer report to find out who is on which platform, and how much competition you’ll have to fight through to get your ad in front of your target audiences.

Screen Shot 2018-10-11 at 10.34.33 AM

Facebook

Facebook is currently king when it comes to video, and with new features such as Facebook and Instagram Live increasing in popularity, it makes sense that almost 25% of all video ad spending (approximately $7 billion) in the United States will go to Facebook in 2018.

eMarketer forecasts that Facebook will continue to dominate spending on online video advertising through 2020.

How do you get your piece of the Facebook video ads pie given the large amount of competition on the platform?

One of the best ways is “in-feed” video. These ads build brand awareness and capture users’ attention, and segmenting your audience with granular demographics can help ensure that your ads are shown to the right people.

There is a new format for video ads on Facebook too with Facebook Watch. In-stream Facebook Watch ads will function similarly to the ads you find on YouTube, and are projected to work well as users can compare it to commercials in standard television.

Snapchat

Snapchat is the new kid on the block when it comes to video ads, and is projected to hit almost $400 million in video ad revenue in 2018. While spending on Snapchat video ads is not nearly as high as it is on Facebook, it is significant given the platform’s popularity with younger millennials and Gen Zers.

That $400 million represents around 60% of Snapchat’s total ad revenue, showing the company’s heavy reliance on video ads as a driving force behind its profitability.

It makes sense that SnapChat’s share of the market is projected to skyrocket in the next few years. Right now it accounts for 5.1% of all social video ad spend, and 1.4% of overall video ad spend in the U.S. While Snapchat holds the smallest share of video advertising spend in percentage terms, it has one of the highest rates of growth, with spending increasing by 20% year over year.

The point here is to get on board with SnapChat now while you can, as long as you are looking to appeal to a younger demographic. Whether or not your target audience is on the platform right now, odds are they will be pretty soon.

Twitter

More than half (55%) of Twitter’s ad revenue will come from video in 2018, and this is projected to grow by 12% this year to hit around $630 million.

Twitter accounts for 8.1% of overall social video ad spending and 2.3% of overall total video ads, but the company’s share of video ad spend is expected to decline through 2020.

While Twitter’s growth has declined in recent years, the platform is still popular amongst certain demographics. Because there is not heavy competition for video ads on the platform, it could be a good option if Twitter is popular with the audience you are targeting.

YouTube

No other platform has a bigger stake in the video ad space than YouTube.

While Facebook has surpassed YouTube in terms of total video ad revenue, YouTube is still a force to be reckoned with, generating $3.36 billion in video ad revenue in 2018 alone. This is up 17.1% over last year, and video ads now accounts for a whopping 73% of YouTube’s total ad revenue.

One of the main challenges YouTube faces compared with Facebook is how much they spend to get content. While Facebook doesn’t have to do much of anything to get users sharing content, YouTube spends over half of its gross revenue on content and user acquisition. With that being said, YouTube still represents a steady 11% of Google’s net US ad revenues.

YouTube is a different beast for marketers. It is the go-to source for EVERYTHING video, so taking a stake in the game is a must if you are serious about reaching your audience with video.

YouTube reaches more 18 to 49 year olds than any other broadcasting network, so your target audience is definitely here – along with all of your competitors.  

The Bottom Line

You’ve probably been hearing for years that your company needs to get started with video, but what’s more important is the content you create and how you get it in front of your audience.

Understanding the differences between how social platforms deliver video to their users, as well as the audience demographics of each platform, can help you make the most of your video budget and ad spend.

With some insight into how these platforms are performing with video and where they will be in the next few years, you can meet your audiences where they are to serve the best content.

Video Sales & Marketing Strategy
Video Sales & Marketing Strategy

Free Course:

Video Sales & Marketing Strategy

From production to technology, get everything you need to start your video marketing journey with confidence

In this free course, you’ll learn:

  • How to align your teams around a common vision with video
  • 7 types of videos that have the biggest impact on your revenue
  • 6 factors that make up an engaging and effective sales or marketing video

Topics:

Video Marketing
Published on October 11, 2018

Recent Articles

Video Marketing: What Your 2022 Business Video Strategy Must Include
January 17, 2022 • 10 min read
5 Ways to Ace Your YouTube SEO Strategy in 2022
January 7, 2022 • 7 min read
The Selling 7: How to Make Amazing Employee Bio Videos (+ Examples)
January 6, 2022 • 5 min read
The Selling 7: 5 Best Landing Page Video Examples
December 23, 2021 • 7 min read
We’ve Never Done 'Selling 7' Videos; Where Do We Start?
December 17, 2021 • 7 min read
10 Website Homepage Videos That Leave a Great Impression
December 11, 2021 • 9 min read
How To Hire an In-house Videographer: Selecting and Interviewing the Best Candidate
December 3, 2021 • 6 min read
5 Common Problems When Working With a Video Production Agency
November 27, 2021 • 8 min read
How to Successfully Onboard Your New Videographer
November 20, 2021 • 7 min read
The Big, Fat Problem With Outsourcing Your Company’s Video Marketing
November 13, 2021 • 4 min read
Where Should I Host My Marketing Videos? [+ VIDEO]
November 6, 2021 • 6 min read
Free Inbound Marketing Courses and Training
November 5, 2021 • 5 min read
Video Marketing Tips: 5 Most Common Mistakes People Make On Camera
November 1, 2021 • 5 min read
17 Examples of Inbound Marketing That Drive Sales
October 11, 2021 • 13 min read
Video Marketing Success: 3 Pitfalls That Can Doom Your Video Initiative
September 28, 2021 • 6 min read
How to Do Small Business Video Marketing
September 3, 2021 • 12 min read
How to Optimize Videos On Your Business Website for Search
July 23, 2021 • 4 min read
How to Create a YouTube Channel for Business (+ Examples)
July 16, 2021 • 7 min read
41 new video marketing statistics to fuel your strategy through 2021
July 9, 2021 • 6 min read
How to Make Your Sales Videos Look and Sound Great Without Breaking the Bank
July 7, 2021 • 3 min read
How to get started creating video (Content Lab, Ep. 52)
June 17, 2021 • 1 min read
How to Get YouTube Subscribers: 12 Tips to Increase Your Fanbase
May 26, 2021 • 10 min read
What Are the Most Popular Types of YouTube Videos in 2021? [Infographic]
May 19, 2021 • 6 min read
How much does Vidyard cost and is it worth it?
April 15, 2021 • 10 min read
Vidyard vs. HubSpot Video: differences and how they can work together
March 16, 2021 • 8 min read