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A new report is calling attention to the fact that video has become a must-have for marketers.

In fact, video is a top choice format for people today — and two-thirds of consumers report that video on Facebook has influenced purchase decisions in the last month.

The data comes from Animoto, a professional online video company, and is encapsulated in its “The State of Social Video 2017: Marketing in a Video-First World.”

“The report examines consumer habits launching us into the golden age of online video, and uncovers how marketers are reacting to social video watching habits, optimizing campaigns, and investing budgets as a result,” notes the provided report summary. “The report illustrates that a big market is emerging in promoted video content, as consumers respond positively to the branded videos they view on social networks like Facebook, YouTube, and Instagram.”

And marketers aren’t wasting any time following video-loving consumers.

“Marketers are responding to this consumer trend towards branded social video, with 47 percent of those surveyed publishing 4 or more marketing videos in an average month. To meet the demand for increased video content, 92 percent of marketers are repurposing assets they already have for video creation.”

Data in the report was gleaned via an online survey of 1,000 consumers and 500 marketers that work at companies that have produced at least two videos in the past year.

“We are living in a video-first world, and you need to look no further than your Facebook News Feed for proof that video is now the most popular form of communication online,” said Brad Jefferson, the CEO of Animoto. “Businesses need to learn to ‘speak video’ fluently if they want to connect with their customers on social media.”

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