Top marketers know that digital video is one of the most powerful tools to increase consumer engagement and brand loyalty. In fact, according to a new study from Clinch, a creative technology company that powers dynamic, personalized video advertising, brand marketers are ramping up their production of digital videos with an emphasis on creating campaigns specifically for Facebook and YouTube. However, their lack of investment on personalized creative for each platform may put them at a disadvantage.

The study found that 78 percent of marketers plan to increase their production of video ads in 2018, while only 43 percent of marketers plan to increase their production of static banner ads this year.

Also Read: Clinch For Facebook Enables Marketers to Personalize Videos to Generate More ROI

Social is Video

When it comes to digital video campaigns, Facebook reigns supreme, representing 46 percent of all video ads produced. When adding Facebook-owned Instagram into the mix, this number leaps to 74 percent. YouTube comes in a close second at 41 percent.

“It’s no secret that Facebook and YouTube dominate the digital media landscape and we don’t expect this to slow down, particularly with the Facebook algorithm change which requires brands to pay in order to be seen. In 2018 brands will increase spend and leverage the rich data that these platforms provide. However, the data and platform are just two pieces of the puzzle. Creative is the critical third piece. If brands aren’t uniquely tailoring their creative specifically for each platform and by an audience, opportunities will be missed and ROI will be lowered,” said Oz Etzioni, co-founder and CEO of Clinch.

While digital video continues to grow, nearly three-quarters of marketers adopt online video from their TV commercials with 44 percent indicating that they don’t shorten commercials for each platform’s suggested length. While TV ads remain a critical source of video content, the user experience of each social platform is very different than traditional TV. For example, TV ads are 15 to 30 seconds long but Facebook and YouTube recommend six-second videos.

Etzioni continued, “We were really surprised to learn that marketers were taking a one size fits all approach to video. In 2018, marketers will awaken to the fact that investment in creative will increase ROI and personalization at scale will become the norm for digital video as it has become for static ads.”

Recommended Read: TechBytes with Boaz Cohen, CPO, Clinch