WHAT’S IN THIS REPORT? This report analyzes the growth of long-form video and in-stream video advertising on the social platforms. It looks at ad formats and policies at Facebook Watch, Twitter and Snapchat. It also gives analysis of what marketers should consider when placing ads in social shows.
Long-form video is spreading across social media. With the June 2018 launch of IGTV, Instagram joined Facebook, Snapchat and Twitter in offering users TV-like shows. Some marketers are experimenting with in-stream ads, placing pre-roll and mid-roll ads in social shows. But the audiences are small and the measurement capabilities are limited. All the platforms have YouTube in their sights, and young people show the most interest in watching shows on social platforms. Still, this is an area that marketers should watch closely; early feedback indicates video ads in social shows, in-stream ads, may perform better than those in social feeds.
TABLE OF CONTENTS
- Executive Summary
- What’s New in Social Shows
- Social Shows Are Riding Several Consumer Trends
- Are Consumers Watching?
- Ads in Social Shows: What Marketers Should Know
- Key Takeaways
- eMarketer Interviews
- Read Next
- Media Gallery