eMarketer Report: Facebook, Snapchat and Twitter are Expanding Advertising with the Use of Digital Video

Hoping to capture a bigger piece of the digital video advertising pie, social networks like Facebook, Snapchat and Twitter, are seeking to expand their content in this format, according to a report by eMarketer. These social platforms want to use familiar ad formats such as pre-roll and mid-roll. “Consumers—particularly young people—are viewing video programming on more devices and in more destinations than ever before, and social platforms want to capture their attention,” said Debra Aho Williamson, eMarketer Principal Analyst and author of the new report, Video Advertising in Social Media 2017: Showtime for Facebook, Snapchat and Twitter”According to eMarketer forecasts, US digital video ad spending outside of social platforms will reach US$13.23 billion in 2017, a 23.7% rise from 2016. And by 2021, it will be US$22.18 billion.For Facebook, Snapchat or Twitter, being pidgeonholed in social networks has stymied their growth in terms of digital video advertising. The broader digital video ad business is something these platforms are eager about.Despite its enormous audience, Facebook´s success is by no means assured, since consumers do not visit that platform to watch programs, whereas Snapchat´s shows are short and this benefits its position as a place for creative, quick content for young people, and Twitter relies on its real-time roots, emphasizing live and event-driven video content.