Mixpo noted that respondents were looking for more than just a social video view or time spent with an ad; they wanted users to take additional steps after seeing the placements.
Nearly nine in 10 US advertising executives polled said they planned to run a video ad campaign on Facebook in the coming year—the highest response rate out of all networks.
Advertisers running video ads on social media are more interested in metrics such as engagement with interactive elements and shares than they are with views.
Fast-moving consumer goods ad campaigns generated almost 8.7 million shares during the quarter, up 78.2% from Q4 2012, and representing 25.3% of all shares.
Marketers are starting to move past the interruptive model of the 15- or 30-second pre-roll ad and toward a broader strategy that includes longer opt-in videos with built-in sharing capabilities.