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Two thirds of marketers believe video campaigns are more likely to be successful on social media platforms like Facebook and Twitter than on video platforms like YouTube and Vevo.

The 65 per cent also think social media platforms are more important than video demand-side platforms like Videology and Tremor Video, full-episode players including Hulu and ad networks.

Social media was also viewed as more important than publishers – for example, BuzzFeed and multi-channel networks like Awesomeness TV and Maker Studios – according to a study commissioned by Advertiser Perceptions for Trusted Media Brands.

More than 300 agencies were polled, and of these 59 per cent favoured video platforms however social was considered more important.

Live streaming has been considered by 89 per cent of respondents for campaigns in the next year. 18 per cent said they were definitely going to use it, while 71 per cent said it was a possibility.

40 per cent said they felt Facebook should be responsible for setting standards for the future of the video industry. 41 per cent said they plan to use short-form videos, lasting five seconds or less, in the next year, while a further 55 per cent said they were considering it.

The proportion of advertisers’ budgets that are used for digital videos is rising.

65 per cent said they predicted growing use of digital video in the next year, with 32 per cent of the funds spent on this being transacted programmatically.

Rich Sutton, chief revenue officer at Trusted Media Brands, said: “Facebook made a bold move with in-stream video. They followed that up with Facebook Live.

“At Trusted Media Brands, we’ve embraced both and wanted to get the facts from our clients and partners on what they see working in the marketplace. Hats off to Facebook – it looks like they will overtake YouTube as the video advertising platform of choice.”

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