Streaming services have been gaining popularity in the last few years, so much so that many brands and channels have created their own versions of streaming apps. There are now both paid subscription streaming services and free ad-supported streaming services available, and getting your ads seen on the different streaming services is the best way for you to reach new
customers who have stopped using traditional cable or satellite television and only use streaming services — they are often called “cord-cutters.”
The use of streaming services is at an all-time high. Between January 1 and June 30 of 2020, spending on streaming services was above $1 billion, which was a 205 percent increase from the same timeframe in 2019 (1). While the COVID-19 pandemic undoubtedly played a significant role in this, streaming was already on the rise before the pandemic ordered so many people to stay home. That timeframe in 2020 showed that on streaming services, about 94,000 minutes of streaming time was ads versus approximately 43,000 during that period in 2019.
Benefits of Advertising on Streaming Platforms
As an advertiser, it is crucial that you take your marketing to the customers. While this used to be broadcast television, it is rapidly becoming streaming platforms like Sling, YouTube TV, Philo, Hulu, and more; since many of these have ads, brands can begin marketing on these different streaming platforms so that they can reach their audience. Thus, one of the most significant benefits of advertising in this way is that you can reach more people.
These services have access to customer data that allow you to have more precise control to target your audience, allowing you to get more out of your advertising budget than you would with advertising on traditional television. Plus, people often watch entire seasons in a single sitting, so if your ad is on during each episode, viewers are seeing it multiple times in a row, putting you at the forefront of their minds. This can be much more effective than advertising on a specific show on traditional television because they are only seeing those when they air once a week, giving you less exposure for the audience who watches those series.
The costs for advertising through a streaming platform instead of on traditional television make it affordable for businesses of any size. While a small startup may not have the advertising budget for anything on prime time cable, their budget allows them to advertise on streaming platforms instead. Since there are targeting options available, they can reach more of their audience for less money.
OTT Advertising Platforms
OTT stands for over-the-top, and it is the streaming services that exist outside of cable and satellite. By advertising on streaming platforms, you are using OTT ads. There are two ways to use OTT advertising: through a platform or through each individual publisher. If you advertise through publishers, you have to negotiate contracts with every publisher you want to advertise through, which can be expensive and time-consuming. An OTT advertising platform allows you to advertise on each different streaming option they have access to, so you only have to make one deal and pay one company. An OTT advertising platform like JamLoop can offer you advertising on some of the biggest names in the industry.
(1) Hayes, Dade. “TV Ads For Streaming Services Soared 205% To Pass $1B In First Half Of 2020; Hulu Leads, Netflix Stays On Sidelines.” Deadline. 22 Jul 2020.
About the Author
Auz Burger is a freelance writer who specializes in advertising technology. She has a BA from Washington State University and has been writing and editing professionally for 11 years.