Facebook, Twitter and Snapchat are pushing to claim a larger portion of overall digital video advertising. In a new report about video advertising on social media, eMarketer analyst Debra Aho Williamson said that “consumers – particularly young people – are viewing video programming on more devices and in more destinations than ever before, and social platforms want to capture their attention”. eMarketer has forecasted that by 2021, the value of US digital advertising outside social media will be worth more than 22 billion US dollars, up from 13 billion US dollars this year. The drive from social media platforms to find success in this market is predicted to include an attempt to grow revenue in pre-roll and mid-roll video ad formats.