September 24, 2021

It’s no surprise that advertising on streaming platforms can be very effective for your business. One thing to keep in mind is that advertising on these platforms is not the same as traditional TV advertising. For the most part, many businesses are repurposing their 30-second or 60-second TV commercials. But streaming environments offer more opportunities to better target consumers with ad formats that move beyond the traditional commercial break.

 Earlier this year, Roku launched Brand Studio as a way to help marketers shift beyond traditional TV spots. Similarly, Warner Media created a content studio to help brands connect with its intellectual property across platforms, specifically HBO Max.

 What types of ad formats are available?

Streaming platforms offer a more diverse selection of ads than your traditional TV. For instance, Peacock, Hulu and Discovery+ are some of the few platforms that offer pause ads and binge ads.  Pause ads are delivered when a viewer hits pause. Binge ads deliver more tailored messages to viewers watching multiple episodes of a show in succession.

NBCU introduced a new ad format this spring, Spotlight Ads. These ads allow advertisers to mimic the scale and reach of linear primetime TV within the streaming world. Spotlight Ads allow a marketer to choose a specific time slot within which every Peacock viewer watching any program will see that ad first.

Amazon also introduced new ad units like new places where ads appear on Fire TV. One new ad unit is called “sponsored content rows.” The ads are mostly for media and publishers to promote shows and movies.

While, there have been multiple schemes that spoof CTV ad impressions, there is no denying CTV’s success. Streaming offers advertisers options to better target their audience. With all of this at their disposal, business should take advantage of the technology available to better reach consumers.

Carolina Macedo, the author, is Project Coordinator of Marketing Keys.

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September 24, 2021