The Socials Binge On Digital Video
Digital Video ad spending is red hot right now. According to eMarketer in 2018 the sector will grow by 30% YoY to $27.8B. While many publishers are getting fat and happy on digital video dollars, the Socials are really pigging out. As you can see in the image below, the three main platforms are deriving 30-60% of their ad rev from video right now.
This trend is particularly noteworthy for Twitter, who basically saved their business by pivoting from a display-based ad platform to video in 2017. Besides the price difference (videos can command 4-5x the CPMs of display), the user experience in social platforms is just more conducive to autoplay and rollover videos.
I’m sure this trend towards digital video won’t stop any time soon.