It is a remarkable time for those involved in marketing. Never has there been more tools, tactics, and opportunities available to marketers. And although you can consider yourself lucky to have all of these things at your fingertips, it also is true that it takes a monumental amount of time and effort to keep up with everything that is available to you. Luckily for you, keeping you up to date on the latest tools and news is what we are all about in our weekly Content Radar.

Content Radar More than 1 in every 4 ad dollars will be spent on video in 2018

We — and everybody else — have been telling you for a while that channels are optimizing for video more and more in recent years because users are more likely to engage with videos than with any other content. Therefore, eMarketer’s recent report that video will make up a quarter of all digital ad spend in 2018 should come as no surprise.

The amount — and percentage — being spent on different channels varies, but all channels are showing consistent increases of video ad spend. Here is the status of video ad spend on some of the channels where your money might be most useful:

Video Ad Spend Balloons by 30 Percent

Facebook (+Instagram)

As you might expect, Facebook and Instagram make up a huge part of the video ad spend market. In fact, nearly a quarter of all video ad spend in the United States this year will occur on Facebook-owned channels. eMarketer predicts that Facebook will continue with double-digit growth yearly through 2020.


Video Ad Spend Balloons by 30 Percent


Though Snapchat’s redesign caused its growth to hiccup, it doesn’t seem as if that has adversely affected the ephemeral content channel. In fact, Snapchat is projecting to reach $400 million in ad revenue this year, a 17 percent increase over last year.


Video Ad Spend Balloons by 30 Percent


Twitter will receive more than half of its ad revenue from video in 2018. eMarketer predicts the company to top $630 million in video ad revenue this year, which is enough to help Twitter take home slightly more than 8 percent of overall social video ad revenue.

So where should you run video ads?

In short, follow your audience. Because Facebook and Instagram have large audiences, there is a high probability that you can utilize these channels’ audience targeting tools to reach your desired audience with your videos. However, you shouldn’t ignore opportunities to spend elsewhere if you anticipate you will be able to reach that audience on other channels as well. In short, diversify, test, and learn until you are confident that you are spending in the right places.

Coming into this year, Andrea Fogle, Digital Development Manager at Epic Productions discussed in a YouTube video the top three video marketing trends for 2018. Combining ad spend with these three trending video types could give your video ad strategy the boost it needs. The three trends Andrea discussed include:

  1. Going live
  2. 360 video and virtual reality
  3. Animated content

“2018 is the year for video—plain and simple,” Fogle says. “Now is the time to implement video into your online marketing strategy.”

Content Radar Instagram is testing a new way for users to browse their feeds. Simply put, instead of swiping, a small group of users are “tapping” through their feeds. With each tap, the next photo or video displays perfectly in the frame of your smartphone.

Content Radar eMarketer estimates that almost half of U.S. adults will use mobile coupons while shopping this year. This is nearly a 10 percent increase over last year. It is estimated that about 57.5 percent will be using mobile coupons by 2022.

Content Radar YouTube has launched a new tool to help reach cord-cutters. The tool will make it easier for marketers to reach those watching live TV on YouTube and those who are watching streamed content on YouTube through traditional televisions.

Content Radar Facebook has now launched 3D photos for users’ new feeds. The new feature sports technology that captures the distance between the foreground and the background, allowing for a level of depth and movement from the photos in a way that is new to Facebook.


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Catch up with previous editions of #ContentRadar: