Facebook and YouTube are both important channels for video marketing. Online video contents over recent years are showing no signs of slowing. According to Cisco Forecast, the video will represent 69% of all consumer-based Internet traffic by 2017; this is expected to rise to 80% by 2019.
Youtube Video Ads VS. Facebook Video Ads
Meanwhile, another study from Business Insider estimates that video advertising will account for 41% of total desktop display-related spending in 2020 in the US. however, there are some differences between these two channels with some advantages and disadvantages.In this blog, I will compare both channels and give some statistical data and some evidence to support my comparison.
Audience:
- 500 million people are watching videos on Facebook every day (TubularInsights).
- 85% of Facebook video is watched without sound (Digiday).
- 78% of online audiences are already watching video on Facebook Live. 90% think the video quality is the most important aspect of Facebook Live videos.(Source: Livestream and New York Magazine Survey)
YouTube
- People spend more time on YouTube than Facebook and when people looking for a video.
- In an average month, 8 out of 10 18-49 year-olds watch YouTube
- 31.8 million users aged 18 to 24 in the United States accessed YouTube at least once in the past month, accounting for 98% of internet users in that age demographic.
- In the last month, the 18-24 age bracket spent an average of 10 hours and 15 minutes on the site.
Targeting:
- To watch a video ad on Facebook, a person has to be logged into his or her account. That lets advertisers target their Facebook video ads very specifically to a potential audience's age, gender, location, and interests.
Youtube
- YouTube offers similar targeting categories, but they do not match Facebook’s specificity at scale. Some advertisers have compensated by contextually targeting their YouTube ads, aiming them at channel categories like fashion and do-it-yourself.
Cost:
- Facebook's tool offers a fixed cost per thousand impressions and estimated impressions per day.
- Facebook’s tool sells video ads through auctions.
Youtube
- YouTube asks the brand to enter the maximum it would pay for a completed view. YouTube then estimates the average cost per view and how many views a day.
- YouTube ads are sold as a package though, with other media such as in-stream video ads, display ads, or featured video listings.
Autoplay vs. Skippable
- With Facebook Video Ads viewers simply have to keep scrolling down.
- Facebook charges advertisers by the view and starts counting views after a video has played for three seconds. Facebook reports details like how many views lasted for 50%, 75% and 100% of the video so that advertisers can calculate the effective cost of an autoplay ad.
Youtube
- YouTube Ads have to be actively skipped or closed.
- Viewers can skip the YouTube ads after 5 seconds. If they do not skip the ad, the YouTube video view count will be incremented when the ad has been completely viewed or at the 30-second mark.
Some great statistics!
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