To Sutton, the big story is Facebook's rapid uptick in awareness among brand buyers, both for native video and Facebook Live.
Forty-six percent of respondents agreed that Facebook’s autoplay video format is more accepted than it used to be, while 40% believe Facebook autoplay should set the standard for the rest of the video industry.
“I was borderline shocked by that,” Sutton said. “When you click to play a video, you have the [intent of] watching the video, but what we saw was, some people liked autoplay because they didn’t have to make the effort to click.”
He credits Facebook with helping condition consumer sentiment with the introduction of autoplay video in the news feed.
In a follow-up poll, Trusted Media Brands queried its own 3,000-person consumer panel and found more than 60% of buyers felt autoplay negatively impacted the user experience. Still, 20% said they were indifferent toward the format while 19% said they like autoplay.