Dive Brief:
- According to “The State of Video Advertising: Facebook’s Rise to Dominance,” a new report from video ad company Mixpo, more marketers plan to use Facebook video than YouTube this year.
- 87% of survey respondents plan to run ads on Facebook video, compared with 81.5% who plan to run ads on YouTube.
- In the report, Mixpo credits Facebook's targeting capabilities—without the need for cookies—for the increased interest in video advertising.
Dive Insight:
Brands' use of organic video on Facebook has exploded. The number of videos uploaded to directly to company Facebook pages recently exceeded the number of YouTube videos uploaded to Facebook. Mixpo pointed out that the social media giant has collected an immense amount of data on each user that is valuable to video advertisers—something YouTube has struggled to produce, even with its ties to Google.
