This is one of the conclusions of a survey published by RBC Capital in conjunction with Advertising Age.
Video gains ground, especially on Facebook
Facebook video ads are gaining momentum with marketers, who are generally looking to diversify ad budgets across more platforms.
Of the thousand professionals surveyed, about 11% felt that Telegram Number Data Facebook video ads were “significantly better” than YouTube from a return on investment perspective, and another 25% felt that the Social Media giant's video ads were “somewhat better.”
Only 6% of respondents felt that YouTube videos were “significantly better” than Facebook and another 15% said the video company's advertising was “somewhat better.”
Some $7.77 billion was spent on digital video ads in the United States this year, according to eMarketer, making it a fact that video is gaining ground in this area.
They would increase their digital advertising spending
The various data presented in the RBC study suggest that marketers are looking to increase their spending on online advertising while allocating the ad budget more diversely.
72%, for example, said they want to shift their ad budget toward Instagram in 2016. In addition to Instagram, marketers also expressed interest in advertising on other emerging platforms , such as Pinterest (41%), Snapchat (36% ) and Amazon (36%), according to the study.
Other advertising sites, such as Reddit and Yelp , for example, sparked less interest among marketers.
The study suggests that Facebook's penetration of the advertising budget will not decrease, given that, according to the study, 61% of marketers surveyed stated that they planned to increase their spending on ads on the social network.
The study also cited untapped potential on the Instagram platform to attract additional revenue.
Spending on different platforms
The report estimates ad revenue of 2.1 billion on Twitter , 6.1 billion on YouTube, 16.2 billion on Facebook and 60.4 billion on Google (excluding YouTube).