L2 Intelligence Report: Video 2017

Key Takeaways

[Music] as viewers continue to migrate away from television towards digital video ad dollars follow 2016 marked the first time digital ad spending surpassed that of TV with video constituting 14% of digital ads spend vital to a digital video strategy are investments across social platforms but there's no one platform fits-all solution Facebook provides unmatched reach at Cost YouTube offers higher organic reach and hosts longer form content and Instagram drives consumer engagement video on Facebook is payto playay for most brands only 7% of index Brand's Facebook video views were organic outperformed by YouTube with a 19% organic view rate in q1 2017 on YouTube almost a quarter of the 185 Brands analyze exceeded the average of 14.8 million views and many of these high performing Brands achieved impressive organic Reach For example Redbull achieved more than 46% organic rate on nearly 45 million YouTube views and Victoria Secret reached a 39% organic rate with almost 28 million views but Instagram has significantly higher engagement than either Facebook or YouTube so how are Brands capitalizing on the strengths of each social platform Louis Vuitton amassed 2 million views in a live Facebook broadcast of its fall winter 2017 fashion show another 2.7 million YouTube views from highlight scenes and achieved 16% engagement through many cuts of the show on Instagram despite the flurry of social media activity TV isn't down for the count scaled strategic investments in TV ad spend have a halo effect of increased organic views across the board Nike's equality campaign proves the importance of a multiplatform approach with millions of views across YouTube Facebook television and web ads the brand achieved 57% digital organic reach the third L2 intelligence video report analyzes 2011 Brands across 60,000 videos for these and more insights visit L2 in.com [Music]