Uncovering the top trends in video advertising across YouTube, Facebook, Instagram, and Connected TV2 0 1 9 IN SI G HTS R E PORT2019 State of Digital Video | Insights Report3Data powered byTABLE OF CONTENTSIntroductionVideo Ad BudgetsQuick Primer On ViewsView-To-Completion RatesLength Of CreativeConnected TVDirect ResponseDevicesTime Of DayAge Of ViewersCPM & CPV Customer Success StoryConclusion1345678910111213142019 State of Digital Video | Insights Report1Data powered byIINTRODUCTIONDecoding the Mega PlatformsThere’s a startling statistic that next year (2020), 82% of internet consumption will be video.* In addition, eMarketer data shows that say that over 75% of the advertising on video will be run through the mega platforms of YouTube, Facebook, Instagram, Amazon Fire TV, and other CTV channels next year. So as a marketer, how do you create a unified approach to these platforms to reach this booming audience?Each year our analysts pull together this report to help answer that question. We analyze data from campaigns that ran on these mega platforms through PixabilityONE to gain insights to help advertisers. On the following page are some of our top takeaways from this year’s report.*Source: Cisco Visual Networking Index2019 State of Digital Video | Insights Report2Data powered byFacebook, YouTube, and Instagram continue to be the primary video ad platforms for agencies, but CTV platforms are right on their tail. YouTube continues to be the king at delivering view-to-completion rates (VCRs) among the platforms that offer skippable ads. Interestingly, the longer the ad length on YouTube, the higher the VCR. YouTube is also the only social platform that delivers ads on every device including TV.Facebook is the best way to generate clicks through video, and surprisingly to some, the best way to reach an older demographic (45 and older). It’s also seeing a high increase in view-to-completion rates.Instagram is also a good way to generate video clicks, partially because it’s primarily a mobile platform where most of the clicks happen. It is also the platform with the highest percentage of users under 34.CTV platforms with their non-skippable ads offer the highest volume of views, but, they’re required views. This is part of the reason they also have higher CPMs than YouTube on TV screens, for example.12345IINTRODUCTIONTop Takeaways2019 State of Digital Video | Insights Report3Data powered byVIDEO AD BUDGETSIndustry Survey: Video Ad Spend & Platforms of ChoicePixability recently conducted a survey of leading agency executives to uncover how they’re approaching their video ad buys. The first takeaway was that Facebook, YouTube and Instagram continue to be the ad platforms of choice, but CTV is gaining ground. A full 85% of respondents are running video campaigns on at least one Connected TV platform. The second big headline is that vide...
