Streaming TV Ads: The Now of Advertising
Streaming TV ads have changed the advertising game. Streaming TV has revolutionized the way people consume video content. With over-the-top (OTT) platforms and connected TV (CTV) devices, viewers can watch their favorite shows and movies on-demand, without the need for traditional cable or satellite TV. This shift in viewer behavior has disrupted the traditional TV advertising industry, leading to the rise of streaming TV ads.
Streaming TV ads have numerous benefits over traditional TV advertising. One significant advantage is the ability to offer targeted and personalized ads to viewers. Unlike traditional TV, which relies on general demographic information to reach an audience, streaming TV can use data to create ads that appeal directly to individual viewers. This means that ads can be personalized based on a viewer’s interests, location, browsing history, and more. As a result, streaming TV ads are much more effective at engaging viewers and driving conversions.
Another benefit of streaming TV ads is the ability to measure their performance accurately. With traditional TV ads, it’s challenging to determine exactly how many people saw an ad, engaged with it, and ultimately made a purchase. With streaming TV ads, advertisers can track metrics like impressions, clicks, and conversions in real-time, providing valuable insights into the effectiveness of their campaigns. This data can then be used to optimize future ad campaigns, making them even more effective at reaching the target audience.
Overall, streaming TV ads offer many benefits over traditional TV advertising. They provide more targeted and personalized experiences for viewers, enabling advertisers to create more engaging and effective campaigns. Additionally, they offer more accurate metrics, making it easier for advertisers to optimize their campaigns for better results.
Streaming TV Ads
As more viewers shift to streaming TV, advertisers must adapt their strategies to stay relevant. Streaming TV ads allow advertisers to reach a wider audience, engage with viewers in a more targeted way, and deliver measurable results.
With streaming TV ads, advertisers can access a wealth of data and analytics, allowing them to track the effectiveness of their campaigns in real-time.
What is OTT Advertising?
First, what is OTT? OTT, or over-the-top, refers to video content delivered over the internet.
OTT advertising started to gain traction in the early 2010s, as more viewers turned to streaming services like Netflix, Hulu, and Amazon Prime Video. Today, OTT is a major player in the advertising world, with more and more brands investing in OTT advertising campaigns.
OTT advertising examples could include TV commercials shown between Handmaids Tale on Hulu or The Office on Peacock. With OTT, advertisers can target specific audiences, based on demographics, location, interests, and more.
What is Connected TV?
Connected TV, or CTV, refers to TV sets that are connected to the internet.
Almost 90% of US households have a CTV device, with that number projected to grow in the coming years. CTV advertising is becoming increasingly important for advertisers looking to reach a broader audience.
CTV ads can be displayed on streaming services like Hulu, Peacock, HBO Max, Paramount+, and ESPN+, allowing advertisers to reach viewers who have cut the cord on traditional cable TV. The industry technically combines OTT and CTV as one, because they work congruently. So if you’re looking for Connected TV advertising examples, they are also those TV commercials played before, during or after a streaming show or movie.
With CTV advertising, advertisers can use sophisticated targeting techniques to deliver ads that resonate with their target audience.
Connected TV Advertising Companies
Connected TV advertising companies like Keynes are leading the charge in programmatic advertising.
We offer an audience-first targeting approach to help advertisers build relationships with their audiences. Our programmatic advertising technology enables us to deliver targeted ads that are more relevant to viewers. We work with a all premium of connected TV channels or networks to help brands reach their target audience, including Hulu, Peacock, HBO Max, Paramount+, and ESPN+.
We also know you don’t want to pay to access each new platform or to find the time to pull every lever. Additionally, we know it’s hard for marketers to have to learn the ins and outs of a new channel and how to manuver around the challenges. Some things we can give you tips on are someof the following.
One of the biggest challenges is ad-blockers. Many viewers use ad-blockers to avoid seeing ads altogether, making it challenging for advertisers to reach their target audience. To combat this, advertisers must create ads that are engaging and relevant to the viewer, increasing the likelihood that they will watch the ad even with an ad-blocker installed.
Another challenge is competition. With so many streaming TV services available, advertisers must compete for viewers’ attention, making it essential to create ads that stand out from the crowd. Advertisers must also be careful not to oversaturate viewers with too many ads, which can lead to ad fatigue and ultimately turn viewers away from the platform altogether.
Finally, ad fatigue is a significant challenge for advertisers on streaming TV services. As viewers are bombarded with ads, they can quickly become tired of seeing the same ads over and over again. To combat ad fatigue, advertisers must create fresh and engaging ads that appeal to viewers and provide a unique and valuable experience.
So as your full service media partner, we provide end-to-end campaign planning, set-up, optimizations and insights. Our goal is for you to spend less time logging in and learning new UIs and tools and more time on the things that matter to your brand and customers.
Top Ad-Supported Streaming Services
Ad-supported streaming services refer to platforms that offer video content for free, with ads displayed before, during, or after the video.
Some is a list of ad-supported streaming services that are the most popular:
These are some of the best streaming services for advertisers to serve their TV commercials programmatically. These free ad-supported streaming services allow advertisers to reach a large audience with targeted ads, without the need for a traditional TV commercial. So, let’s dive into these streaming platforms a little more.
Hulu offers a range of advertising opportunities for advertisers, including video ads, display ads, and sponsored content.
With over 41 million subscribers, Hulu is a major player in the streaming TV world, and also offers bundle membership options with Disney+ and ESPN+. Hulu’s advertising options are designed to be flexible and customizable, allowing brands to reach their target audience with precision.
Peacock is NBCUniversal’s streaming service, offering a mix of free and paid content. Peacock’s ad-supported tier is free, with ads displayed before, during, and after the video.
Peacock TV ads offer advertisers a range of options to target their desired audience. Advertisers can choose to air their ads during live TV programming, on-demand content, and during exclusive Peacock original programming.
Peacock’s audience is diverse and includes a mix of younger and older viewers, with about 61 million monthly active users. This makes it an attractive platform for advertisers looking to reach a broad audience.
HBO Max Ads
HBO Max TV ads offer advertisers the opportunity to target their desired audience during live TV programming, on-demand content, and during HBO Max original programming.
HBO Max’s audience includes a mix of viewers ages 25–44, coming out with over 96 million subscribers in 2023. This makes it an attractive platform for advertisers looking to reach a broad audience. HBO Max is a subscription-based streaming service, and advertisers can reach its viewers through the platform’s ad-supported version, HBO Max with Ads.
Paramount+ TV ads offer advertisers the chance to reach a diverse audience during live TV programming, on-demand content, and during Paramount+ original programming. Paramount+ is up to over 77 million subscribers in 2023.
This makes it an attractive platform for advertisers looking to reach a broad audience. Paramount+ is a subscription-based streaming service, and advertisers can reach its viewers through the platform’s ad-supported version, Paramount+ with Ads.
ESPN+ TV ads offer advertisers the opportunity to target their desired audience during live sports programming, on-demand content, and during ESPN+ original programming.
ESPN+ viewers are sports enthusiasts, with a majority being males ages 25-54. This makes it an attractive platform for advertisers looking to reach a specific audience. ESPN+ is a subscription-based streaming service, and advertisers can reach its viewers through the platform’s ad-supported version, ESPN+ with Ads.
Amazon Prime Ads
Amazon Prime video ads offer advertisers the chance to reach a large audience during live TV programming, on-demand content, and during Amazon Prime Video original programming.
Amazon Prime Video is a subscription-based streaming service that offers a wide range of TV shows, movies, and original content to its viewers. It is a part of Amazon Prime, a paid subscription service that also includes free shipping, music streaming, and other benefits.
The service offers a vast selection of TV shows and movies and Amazon Prime advertising, including popular titles like “The Marvelous Mrs. Maisel,” “Jack Ryan,” “The Boys,” “The Man in the High Castle,” and “Borat Subsequent Moviefilm.”
Amazon Prime advertising is a way to reach a highly engaged and relevant audience. Amazon TV ads offer a range of ad formats and targeting options to suit different business objectives and budgets. Advertisers can choose to run their Amazon ads based on their goals, as well.
How Much Does it Cost to Advertise on TV?
The cost of advertising on TV can vary depending on the method of buying used. Two common methods of buying TV ads are programmatic ad buying and direct ad buying.
- Programmatic ad buying uses automated software to buy and place ads in real-time auctions. This method allows advertisers to target specific audiences and optimize their ad placement.
- Direct ad buying, on the other hand, involves buying ad space directly from the network or broadcaster. This method may offer more control over ad placement, but can also be more expensive.
The cost of advertising on streaming services also varies depending on the platform and the size of the audience. Advertisers can choose to advertise on a specific streaming service or across multiple platforms through an advertising agency. The cost of advertising on streaming services may be lower than traditional TV advertising, making it an attractive option for smaller businesses with limited advertising budgets.
If you’re looking to learn more about how to advertise on streaming services, contact Keynes today and we’ll give you the lowdown on how we approach Connected TV advertising.