As streaming becomes the standard as opposed to an alternative, marketers have had to adapt. Traditional TV meant airing a commercial and hoping it would resonate, but now we have access to actual data to build strategy around.
Streaming services, ad-supported platforms in particular, know their users – demos, locations and viewing habits – allowing marketers to target and measure more accurately than ever before.
Streaming services afford more flexibility for the creative. Compared to traditional TV, streaming services, particularly YouTube, give our storytellers a little more leeway. We’re no longer limited to the traditional 30-second timeframe. With streaming, you can have an ad last up to 90 seconds, which gives you more creative freedom to tell a story that connects.
Video listening is a gamechanger in the world of streaming. It is another way for strategists to really narrow down the audience. Video listening software uses machine learning (AI) to scan what is being said in online videos. That is then transcribed into text that allows ad delivery based on keywords. With this technique, ads are placed on relevant content and given a better chance for conversion.
When utilizing streaming, a strategist can view measurable KPI (key performance indicator) results. The KPIs include impressions, video completion percentage, CTR, viewability, unique visitors and more. Through these measurements, the strategist can figure out if the content was intriguing and engaging to the audience. This way, they can make any adjustments and modifications to help make the ad perform better.
Strategists are also able to add in clickable, measurable companion banners to find out more information about your product and service. This is a great tactic to implement because it will show you if the product or service is resonating and intriguing viewers.
Streaming lets us tell better stories, put our ads in better places and better measure their effectiveness, giving the opportunity to make 2020 the best year for advertising yet.
About The Author
Abby came to ABC as an intern only to return and emerge as a social media, content development and PR powerhouse.
She was turned onto marketing and its cultural influence as an avid social media user and now channels her knowledge of those platforms to craft consistent messaging and engaging content.
The public relations degree-holder moonlights as a foodie and fan of all things Syracuse, from the eateries to the sports teams. Abby appreciates the family dynamic at ABC, where she can exercise her creativity in a collaborative setting.