According to eMarketer's latest advertising spending forecast, this year will be a milestone for online video advertising in the United States. Video will grow nearly 30 percent to $27.82 billion in 2018. That means video ads will account for 25 percent of U.S. online advertising spending.

Facebook

    This year, Facebook will account for about a quarter (24.5%) of U.S. video advertising spending, or $6.81 billion (including Instagram). That makes Facebook the top social video advertising platform in the United States. This dominance will continue until 2020, during which time it will maintain a two-digit growth rate. Facebook controls nearly 87 percent of U.S. social network video advertising spending.

    Debra Aho Williamson, chief analyst at eMarketer, said: "In-feed video has become a successful form of advertising on Facebook and Instagram. Marketers rely on recommended video ads to get people's attention and build brand awareness. Facebook's video streaming ads are still relatively new, but they are similar to traditional TV ads, so usage will grow. "

Snapchat

    Snapchat's U.S. video revenue will reach $397.3 million this year, up nearly 19 percent from 2017. Video is the driving force behind Snapchat's revenue, accounting for 60 percent of U.S. advertising in 2020. Snapchat accounts for 5.1 percent of U.S. social video advertising spending this year, compared with 1.4 percent for overall U.S. video advertising. This share will increase slightly by 2020.

Twitter

    Video contributes more than half (55 percent) of Twitter's U.S. advertising revenue in 2018. The good news is that Twitter's video advertising revenue will grow more than 12 percent this year to $633.3 million. That makes Twitter 8.1 percent of U.S. social video ad spending in 2018 and 2.3 percent of total video ad spending. Its share will decline slightly by 2020.

YouTube

    YouTube is not a traditional social network, but its importance in the video advertising market cannot be ignored. This year, YouTube will generate $3.36 billion in video advertising revenue in the U.S., up 17.1 percent from last year. Video accounts for 73% of YouTube's U.S. advertising revenue and 11% of Google's U.S. advertising revenue.

    The 2018 U.S. Mobile Video Advertising Report says U.S. mobile advertising spending will reach $70 billion in 2018, 200 times more than in 2008. By 2021, that figure will reach $102 billion, up 46% from 2018. All in all, U.S. advertisers and marketers will spend 40 percent of their media budgets on mobile advertising by 2021.

    Video consumption indices are on the rise on a variety of mobile devices, especially smartphones. Five years ago, Americans spent twice as much time on PCs as mobile devices. Now that number has been reversed, with people spending 1.5 times more time on mobile devices than PCs. As a result, mobile video advertising is becoming increasingly important to advertisers and advertisers a whole.

    The U.S. accounts for 50 percent of video spending and view, and demand for video has grown 176 percent. The share of time people spend in-app is growing, as is in-app video view. The number of online video viewers will grow by 10% between 2016 and 2020 to 235.9 million. U.S. online video viewering grew 176 percent in 2017 and mobile video advertising spending increased 150 percent.

    Video visibility for advertisers in the United States is 94%. Brand advertisers worldwide can track and measure global visibility to ensure that wasted resources are minimized.

    The U.S. is pushing ahead with procedural purchases of advertising. 91% of brand advertisers used ad procedural buying channels in 2017, largely because of their high efficiency and transparency. So it's understandable why U.S. advertising program spending has increased by 136 percent.

    SDK-level integration results in better click-through rates and visibility measurements. Branded ads with SDK-level consolidated inventory enjoy pre-cached video that loads faster, provides a better experience, and delivers higher click-through rates.

    Retail, mobile e-commerce, and food and beverage advertisers rely more on mobile video. Vision, hearing, and mobility influence consumers' purchasing decisions. A picture tops a thousand words, and now it's a video tops a thousand pictures. Therefore, it makes sense for advertisers in various industries to invest in mobile video advertising.

    The European Commission assessed advertising and marketing on social media about "unfair business practices" and identified possible solutions.

    Facebook received 43.6 per cent of browser social media visits in 28 EU member states, as well as Norway and Iceland, and 28.6 per cent on YouTube. Other leading social media users include Twitter (4.3%) and Instagram (2.5%).

    Under EU law, brands are required to disclose the commercial intent labels of their native ads on social media. However, one-third (33-36%) still do not recognize native ads that appear as commercials. Advertising recognition varies due to slight differences in national laws. Finland, for example, uses a very clear "advertising" label, which increases ad recognition by 13 per cent.

    The number of "likes" on Facebook's native ads doesn't matter much about ad performance, product reviews, or willingness to buy.

    Consumers "like" that a product appears next to another product, and their friends may mistake the product for a recommendation (66 percent), which can affect their response to ads and products.

    UCPD bans are common on social media, such as expiration or free, and false winnings. In practice, such clearly misleading ads are often approved by social media's internal advertising platforms, and compliance checks are only related to the form of the ads.

    In addition, ad agencies recommend two of Facebook's features, Custom Audiences and Similar Audiences. Facebook serves ads based on the profile of its target audience. However, with the implementation of the GDPR, social media tracking user behavior for advertising and marketing needs further research.

    The Association of Internet Service Providers of Indonesia has released a report on "Internet penetration and behaviour in Indonesia in 2017". Last year, the number of Internet users in Indonesia reached 143.26 million, an increase of 7.9 per cent over the previous year and equivalent to 54.68 per cent of the total population. The growth rate was slower than in 2016 (20.4 per cent), mainly due to the saturation of Internet penetration in urban areas and the need to improve telecommunications infrastructure in rural areas, particularly in the eastern regions.

Trends in Internet usage

    According to the survey, some 44.16 per cent of respondents used mobile phones to access the Internet, 39.28 per cent used PCs and mobile phones, and 4.49 per cent of Indonesians used only PCs. The study showed that 89.35 per cent of Indonesians used chatting online, 87.13 per cent visited social media, 74.84 per cent used search engines, 72.79 per cent used image search and 70.23 per cent downloaded videos. People usually access several functions at the same time.

    In urban areas of Indonesia, 72.41 per cent of people have access to the Internet, and in urban and rural areas the index fell to 49.49 per cent. In rural areas, Internet penetration is 48.25 per cent.

Java still dominates

    Although nearly 55 per cent of the country's population has access to the Internet in 2017, Java has the highest internet penetration rate at 58.08 per cent, followed by Sumatra (19.09 per cent), Kalimantan (7.97 per cent), Sulawesi (6.73 per cent), Bali (5.63 per cent) and Maluku-Papua (2.49 per cent).

    By sex, 48.57 per cent of Internet users in Indonesia are women and 51.43 per cent are men.

    In terms of age, the highest proportion of Internet users in Indonesia is among 19-34 year olds, accounting for 49.52 per cent. However, in terms of penetration, Internet penetration among 13-18 year olds is as high as 75.50 per cent.

    It is worth noting that the benefits of the Internet to the Indonesian people are not concentrated in the upper classes. The prevalence rate in the lower and middle classes was 74.62 per cent.

    According to the latest data released by eMarketer, Instagram will have 13.1 percent of new users in the U.S. this year. The analytics firm predicts that 104.7 million People in the U.S. will have Instagram users in 2018, or 31.8 percent of the population.

    Much of this growth has been driven by the success of its Stories feature. The integration of Facebook and Instagram may also help increase usage, as users switch between the two platforms.

    Corey McNair, a forecast analyst at eMarketer, added that for the first time in 2018, more than half of social media users in the U.S. will use Instagram once a month.

    Today, millennials dominate Instagram users. In fact, half of the platform's U.S. user base belongs to millennials.

    In addition, 56 per cent of its users are women and 44 per cent are men.

    Chris Bendtsen added: "Instagram is looking for ways to attract new users of all ages. "Facebook can't keep its teenage users, and Snapchat can't attract middle-age users, but Instagram is popular at all ages."

     Comparing the three platforms, Instagram is the only one with about the same number of users over the age of 35 and below. Bendtsen says Instagram Stories has been "very successful in capturing new users."

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