Social network Facebook is set to pass YouTube in video ad usage this year, according to research by Mixpo.
Mixpo found that nearly nine in ten US advertising execs polled planned to run a video ad campaign on Facebook this year – making it the most desired platform – up from fewer than two-thirds who had done so in the past year.
Despite usage intent rising 3.7%, YouTube fell to second place, trailing Facebook by 5.5%.
Facebook’s ability to engage with users beyond the ad was cited as a main driving factor behind the growth in video on the tool.
Other tools such as Instagram and Twitter also performed well, with respondents planning to ramp up video campaign investment on the tools.
Interactive video ads require an active response from viewers, and engaging with such elements was the most important metric for measuring the success of social video ads. Shares and conversions ranked second and third, according to Mixpo’s research.
The year so far for Facebook video is returning strong results, with research by Kinetic Social finding that US ad spending on the social platform more than doubled quarter over quarter in Q1 2015, from 14.4% to 30.7%.