What does Facebook Live mean for the future of video advertising" It means YouTube and Hulu will be eating Facebook?s leftovers.
As Facebook–which has most of its traffic on mobile–increases the adoption of its Facebook Live platform, we?ll see the landscape of video advertising change dramatically and quickly. In a very short period of time, video buyers are considering Facebook as the most important video–not just social–advertising platform. Facebook Live and in-feed video are catalysts in that growth.

Pictured: Advertiser Perceptions talked with more than 300 agency and client executives who place video advertising. Study commissioned by Trusted Media Brands.
Recently, 65 percent of marketers said social platforms are their most important partners for digital video campaigns (and social equals Facebook like tissue equals Kleenex). First, Facebook went to market with in-stream, in-browser-view video–an incredibly different direction from what consumers and agencies say they want. But wait a minute: What do agencies want" Four of 10 say the Facebook model will be the de facto standard.
Then, Facebook beat Google to the punch with Facebook Live–first to market, first in mindshare:

You could argue that 72 percent to 69 percent is a rounding error. Then look at agency sentiment, which is no doubt statistically significant. YouTube, the incumbent, has a problem. It?s called ?Facebook Live,? but I digress.
Based on the aforem...