The air is getting crisper, football is officially back on TV, and more people are cozying up inside to enjoy their favorite forms of digital entertainment. What’s an advertiser to do?
If you’re looking to predominantly run awareness or direct response campaigns, we have an answer that’s sure to make you a happy camper. Streaming video ads. And as your marketing trail guide, we’re not going to just tell you to pitch this idea to your team without giving you the essential stakes to hold your argument together and ensure it stands strong until the end. Let’s explore the value of this tactic so you can generate ads that catch fire!
why this method gets people in your brand's camp
As a marketer, your number one goal is to get loyal customers or clients to engage with your brand and stick with you. But you have to actually get through to them first. From social media to streaming television, video ads have become a more popular way to reach audiences, and here’s why:
- It’s projected that in 2025 Americans will spend an average of four hours a day consuming digital videos across platforms (and even though we’re marketers who benefit from this, we hope they’re also getting outside for fresh air).
- In 2025, the television streaming industry is projected to have over 1.1 billion subscribers. Who can argue with that number? We sure can’t.
- Traditional television is declining as people favor streaming services for the flexibility and convenience they offer. People want entertainment at their fingertips—making streaming the ideal solution for many! Popular video streaming platforms include YouTube, Hulu (which is bundled with Disney+ and ESPN), and Peacock/NBC Universal (which includes Comcast’s inventory).
How streaming video ads ignite campaigns
As we mentioned, streaming video ads are best used for awareness or direct response campaigns—and here’s why:
- Your audience can be targeted using first- and third-party data, based on demographics, behavior, interests, etc., resulting in less waste and more engaged audiences. Who doesn’t like the sound of that?
- It’s possible to track impressions, clicks, click-through rates, completion rates, and conversions more accurately compared to traditional television. This means you have clear, accessible data to reference throughout your campaign.
- The ads stream across multiple devices creating a multi-touch-point strategy to reach your audience. Which is like creating a clear path for people to follow toward your brand.
clearing the smoke on streaming tactics
If you’re already familiar with streaming video advertising, then you’ve probably heard of CTV and OTT. For those who haven’t, we’re here to provide clarity.
- CTV stands for connected television and refers to streaming on devices that are used to stream content on a television like smart TVs, Rokus, and Amazon Fire Sticks.
- OTT, also known as over-the-top, is a media tactic that reaches people over the internet through their Smart TVs, smartphones, tablets, and more.
CTV usually runs as a combined tactic with OTT, though you can specify if a certain amount of the budget should go to just CTV. This works by running ads on various streaming networks (note: every vendor will have their own list of available inventory). These types of ads don’t always receive a lot of clicks, so it’s usually best to combine this with retargeting display ads.
still feeling lost in the woods when it comes to streaming video advertising?
Don’t worry! We’re not going to leave you wandering around on your own. Below are some frequently asked questions about streaming video advertising answered by our media experts at Devaney & Associates.
- Q: What channels do streaming video ads run on?
- A: Every vendor has a list of available inventory these ads can run on—either as a general tactic or on a specific brand-name platform. Ads are targeted to the person who is watching, so it is not necessarily about the channel it is on. A good media partner can find the correct audience wherever they’re watching.
- Q: Are these types of ads skippable?
- A: Generally, no, the only exceptions are some YouTube ads. Other OTT ads will play through the entire ad before the video program continues.
- Q: Why do the costs vary so much between platforms?
- A: Almost all OTT has a higher CPM (cost per thousand) than traditional broadcast TV because you are paying for the ability to specifically target your audience. While this costs more money, you are paying to ensure it doesn’t waste impressions. Between streaming platforms, specific ones are able to charge more because of their brand status and the credibility it provides to ads on that platform.
- Q: How do I judge the effectiveness of my campaign?
- A: Take a look at the completion rate to see if anyone clicked away from your ad when it started playing. This is important for awareness campaigns because it helps you know if someone saw the entire ad. Also, take a look at the CTR and retargeting data to see if people interacted with your ads.
Get Top-Notch Media Support When Tending to Your Campaigns
At Devaney & Associates, we’re firm believers that streaming video advertising can be a valuable way to light up your marketing campaigns. But like a good fire, it’s crucial to have a trusted individual watching over your efforts. We provide media services that ensure your advertising is in all the right places—without any chances of getting burned. Our team excels at:
- Multi-channel/multi-platform strategies
- Media planning and placement
- Media buying and negotiating
- Campaign monitoring and reporting