Following in the footsteps of streaming giants like Hulu, HBO Max, and Peacock, Disney Plus recently announced plans to offer an ad-supported subscription option later this year. With the rising popularity of tiered subscription models and the growing support for Ad-based Video on Demand, brands now have more opportunities than ever to leverage their content.
But how can you optimize your advertising and figure out if these streaming platforms are right for you? We can help.
It’s safe to say that media consumption habits have evolved since the first television was designed in the 1920s, but it’s hard to believe that technologies like satellite TV and DVR have only been around since the late ’90s. Even then, consumers arranged their evenings around scheduled programs, and commercial breaks were just part of the gig.
Enter on-demand streaming services in the early 2000s, birthing the Cord-Cutter Generation. Today, 74% of 18-34 year olds have already opted for streaming subscriptions instead of traditional cable television. But unlimited entertainment binges come with a cost. The average U.S. household spends $47 per month on subscriptions, so it’s no surprise that the Cord-Cutters are signing up for commercial interruptions to save some cash.
Beyond lowering costs, here are three other ways streaming platforms are becoming more advertiser-friendly:
- You gain access to first-party data. Thanks to the digital element of streaming, we can track how long an ad is viewed and how many viewers have clicked on it, then build a consumer profile based on their streaming habits across platforms.
- You can give consumers a chance to interact with the ads. For example, Peacock gives viewers a chance to talk back to ads using their voice-enabled remote controls by asking for more information or special offers. Hulu outright asks their viewers to choose longer ads earlier in the program in exchange for fewer ads later on, or the option of sequential ads throughout.
- You can reach a broader audience. While Disney Plus attracts a family-focused audience for kid-friendly brands, other ad-supported platforms offer a diverse range of demographics. Paramount Plus skews towards middle-aged adults, Peacock appeals to Gen X’ers, and Hulu’s bread and butter centers around millennials. Note that with each platform comes a variety of entry costs, but Media Bridge can help you cut through the noise and deliver a campaign that’s both bold and efficient to the right consumers.
Regardless of demographic or platform, your viewer is in the midst of experiencing a story of some kind. So when your ad interrupts their entertainment, you have to keep them engaged. Streaming consumers are opting for ads now more than ever, but enduring boring infomercials and ad exhaustion from outdated creative is partially what drove them away from cable in the first place. Paired with our expertise and strategy, the Media Bridge creative team is able to set you apart by revamping your traditional content and achieving these best practices:
Creative Best Practices for Streaming Platforms:
- Introduce yourself promptly. Share who you are and what you do within the first few moments of the ad.
- Tailor your creative elements to each platform. As mentioned, every platform has its own demographic of subscribers and you should speak to each one differently.
- Use both audio and visual text elements. Adding subtitles can increase view time by 12%.
- Use an effective call to action that promotes audience engagement.
- Consider all of the different formats in which your ad will be viewed (phone, tablet, laptop, television, etc.)
Contact us for more details about how these digital platform evolutions can help tell your story.