THE STREAMING WARS—EVERYTHING MARKETERS SHOULD KNOW
The meteoric rise of streaming services is disrupting the $70 billion TV advertising market—a trend guaranteed to accelerate as coveted TV viewers continue to stray from linear TV, fragment across digital platforms and become increasingly difficult for advertisers to reach. Coupled with a flood of new and revamped platforms crowding the marketplace, navigating the space is a challenge for brands. To get more news about 39bet-soi cầu cờ bạc-soi cầu bóng đá-liêng-xì dách-phỏm miền bắc, you can visit official website.
While some new entrants are ad-supported, many platforms don't run commercials, forcing advertisers to be creative about getting their marketing messaging into that content. As the ad marketplace evolves, important trends are emerging, including how brands are making content for streaming platforms and expanding their efforts to better understand audiences.
Ad Age has gathered answers to some of the most commonly asked questions about the rapidly evolving (and crowded) streaming industry:At this point, it’s looking like an unwinnable war. Even determining who’s in the lead depends on what metrics are used. In terms of subscribers, Netflix continues to dominate the field, having surpassed the 200 million subscriber milestone this year. Like most of its competitors, Netflix got a significant boost during the early months of COVID-19, adding more subscribers in the first six months of 2020 than in all of 2019. In terms of growth momentum, Disney+ —which added 95 million subscribers after one year in the marketplace—and HBO Max lead the pack. In terms of content, Peacock can't be discounted since parent company NBCUniversal holds a litany of exclusive rights for upcoming events, including the Beijing Winter Olympics and Super Bowl LVI.
Most streaming platforms are classified as OTT, or over-the-top, which describes content watched over the internet rather than cable or satellite. OTT platforms are subdivided into two groups—those that are ad-supported (AVOD), such as the Roku Channel and Tubi, and so-called FAST channels, which stands for free ad-supported streaming TV. There's a slight nuance between the two: AVOD platforms are typically those where users can watch content on demand; FAST channels usually more closely resemble live linear TV. Then there are platforms that are subscriber-supported (SVOD) such as Netflix and Disney+.
Outside of the more traditional media players, TV manufacturer Vizio—which also sells ads for its connected TVs—brought in more than $100 million in advertising commitments during this year's annual ad haggle, a fourfold increase from last year. It's worth noting that $100 million pales in comparison to the nearly $10 billion in ad commitments made to the Big Four broadcasters and The CW in the upfronts. And Roku closed its upfront dealmaking much earlier than usual, striking deals with all seven major holding companies and bringing in twice as many total advertiser commitments versus last year.
For the most part, many advertisers experimenting in the streaming landscape 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.
To this end, brands such as Maker's Mark are going a step further. The spirits company is sponsoring a bourbon-infused talk show on Roku, working with Roku Brand Studio, which the streaming giant launched in March as a way to help marketers shift beyond traditional TV spots, offering everything from sponsor-commissioned TV shows to branded content.