Despite the recent frenzy of SVOD channel launches, many viewers need to be more selective about which subscription streaming channels they are willing to pay for. As a result, free ad-supported TV is growing in popularity.
Performance TV helps brands capitalize on this opportunity by connecting the dots between lower-funnel campaigns and driving brand awareness with more reach and scale than linear television.
Create Custom Audiences
As streaming TV like LoopTV becomes increasingly popular, more brands want to advertise on these platforms. A key tip for successful OTT advertising is to ensure that your creative aligns with the audiences you know are most interested in your brand or product. Creativity doesn’t need to be completely different for TV. Still, it is smart to test different messaging and creativity on performance channels like YouTube and Facebook to identify what might work on TV.
Streaming TV ads are often non-skippable, so they need to grab viewers’ attention and leave a lasting impression on them. To increase your ad’s impact, choosing the right length and time slot is important. Also, ad costs vary depending on the size of the audience you’re trying to reach, so optimizing your campaign for your budget and goals is important.
Like online marketing, streaming TV advertising allows targeting specific audiences based on their interests, demographics, and location.
Create Custom Ads
Streaming TV platforms allow you to create a premium advertising experience for your audience. This allows you to increase brand awareness and build customer loyalty while reducing churn and customer acquisition costs. Focusing on lifetime value (LTV) is the best way to combat rising CACs and declining ROIs in digital media.
Unlike traditional linear television, which requires a large upfront budget, OTT/CTV advertising can be purchased monthly. This makes it easier to test and measure the performance of your campaigns. Regardless of the type of ad, you should ensure that it aligns with the messaging and creative used on your other channels. Your goal should be to create a consistent brand experience that seamlessly transitions people from awareness to consideration to purchase.
Creating custom ads on streaming TV platforms can be a great way to reach a new audience that has started to shift away from traditional cable and satellite television. The platform offers several different ad options, including 7-second advertisements that are the cheapest of all traditional commercials. These are ideal for companies that can communicate their message quickly and effectively in under a minute. Depending on your campaign needs and budget, you can also opt for 15- or 30-second commercials.
Optimize Your Ads
The best way to make ad campaigns perform on streaming TV is to customize them for the platform and the audiences you’re targeting. For instance, you can create different versions of a commercial for your product and test them to see which ones perform better. This way, you can maximize the effectiveness of your budget and deliver the most value to your audience.
Streaming TV ads can be non-skippable or skippable, and they’re often interactive with clickable images that can take viewers to product pages or landing pages. They can also include video content, allowing consumers to learn more about products or services from your company.
Many streaming platforms offer ad placement options like buying direct or programmatic advertising. Purchasing space directly typically guarantees your spot but comes at a premium. Using programmatic software can automate your ad buying and save you money.
Streaming media consumption is rapidly evolving. As a result, the ways we market our products and services to streaming media audiences are shifting too. It’s important to keep up with the latest trends and data to stay ahead of the curve. This lets you understand your audience and their needs, which is critical for keeping them engaged. One of the best ways to do that is to partner with an agency specializing in streaming media marketing. They’ll have the experience and expertise to help you reach your target audience on many popular digital streaming TV platforms.
Measure Your Ads
Streaming TV advertising can seem like an alphabet soup of acronyms: AVOD, SVOD, CTV, GRP. But as audiences move away from traditional linear TV, advertisers are embracing this new platform that offers a digital channel’s precision targeting and measurement capabilities while being more cost-efficient than other traditional TV formats.
Streaming TV platforms use data-driven variables such as demographics and interests. This allows brands to reach the right audience with the right message at the right time, resulting in higher ad engagement rates.
In addition to this, streaming TV platforms are more flexible than traditional TV when it comes to ad placements and costs. For example, ad spots can be interspersed throughout a show or movie to create more engaging and impactful experiences for viewers. With pricing models based on CPMs, this type of ad placement can be much more cost-effective than traditional TV for the same performance.
While ad placements are important for measuring campaign success, it’s also essential to have a comprehensive view of the return on your investment (ROAS). Streaming TV platforms offer various reporting dashboards that provide fast, accurate, and actionable metrics.