This week, we bring you updates from Facebook and Google taking over the video advertising arena, to the prolific adoption of CRM and first party data for advertising. In addition, we take a close look at the share of mobile time spent and dollars spent in advertising.

As of December 2015, Facebook and Google ranked at the top of a list of digital platforms marketers said they planned to use for digital video advertising, Twitter following close behind ahead of many traditional television networks. We can attribute this to the fact that today’s consumer is increasing time spent on social networks, especially through mobile devices, leading their video habits to migrate to those channels. As of January 2016, Facebook reached 100M hours of video viewed per day. That is a huge amount of time! This trend is likely to accelerate. According to a survey by RBC Capital Markets and Advertising Age, 12% of U.S. marketers use video ads on Facebook and 57% likely to in the next six months (as of February 2016). In addition, spending on mobile video ads grew 26% from Q4 2015 and Q1 2016. In the gaming industry specifically, 35% of mobile ad spend was for video in Q1 2016. So if not already onboard, advertisers would do well to take advantage of the video advertising opportunity on the platforms mentioned above, where their consumers are ready and waiting.

In a recent Econsultancy report, 61% of executives stated that they used first party data to buy advertising. We all know that today’s world is data-focused, especially in the marketing and advertising industry. No longer can we reach consumers solely through an innocent park bench or randomly placed banner ad. Consumers are sick and tired of receiving blast communications for products that don’t pertain to them and services that can’t help them. So advertisers today have begun using data to target the right consumers, with the right message, at the right time. However, not all data is equal. First party data, or CRM data, is information shared between customer and company. This data can be everything from name, age and address, to personal preferences, buying patterns, or behavioral information. This data obtained from the customer is more accurate than third party data and extraction methods like cookies. The Marketing Cloud’s Advertising Studio believes in the power of CRM data as well, employing everything from Google Custom Match to Facebook Custom Audiences to ensure that our customers can create meaningful advertising for the right customers always.

According to a recent comScore report, 66% of digital retail time spent is on mobile, with 34% on desktop. However, only 19% of digital advertising dollars are spent on mobile, while 81% is given to desktop. Is it just me or is there a major gap in spend happening? We know consumers are spending massive amounts of time on mobile, largely due to platforms like Facebook, Instagram, and Twitter. So it’s not surprising to see mobile time dominating digital time spent. Advertisers should take this information seriously and restructure advertising budgets given this information, in order to make the most of ad dollars.

To learn more about the trends happening globally in digital advertising, across platforms like Facebook, Instagram, Twitter, and Linkedin, check out our Salesforce Advertising Index Annual Report.