How to Advertise on Streaming Services
As traditional TV viewership declines and audiences increasingly turn to on-demand content, streaming services have become a powerful platform for advertisers looking to capture attention in a more targeted, data-rich environment. Whether you're a retail brand or a service-based business, advertising on streaming platforms can put your message in front of the right viewers—at the right time.
How to Advertise on Streaming Services
What Is Streaming Advertising?
Streaming advertising refers to commercials placed within or around content delivered over the internet via platforms like Amazon Prime Video, ITVX, All 4, and more. These ads can appear before content (pre-roll), during (mid-roll), or after (post-roll) a programme or film. Unlike traditional broadcast TV, streaming platforms offer precision targeting, flexible budgets, and access to rich data.
Where Can You Advertise in the UK?
In the UK, there are several streaming platforms that allow commercial placements, either directly or through agencies. Some of the key players include:
Amazon Prime Video (Amazon Ads)
A powerhouse for e-commerce and retail brands, Amazon combines streaming inventory with its first-party shopper data, allowing for hyper-targeted advertising. For example, a pet food brand can target Prime viewers who have recently bought dog toys.
“Amazon’s unique customer data makes it one of the strongest platforms for retail and e-commerce advertisers. You’re not just reaching viewers—you’re reaching shoppers.” – Klaudia, TV Specialist at One Day Agency.ITVX (formerly ITV Hub)
With a massive UK viewer base and a mix of free and subscription content, ITVX offers traditional video ad formats with data-driven targeting options.Channel 4 (All 4)
All 4 offers addressable TV advertising across its on-demand content, allowing you to tailor your message by region, age, interests, and more.Sky’s AdSmart via NOW and Sky Go
Sky’s AdSmart lets advertisers target households based on location, income level, and lifestyle—now available on Sky Go and NOW streaming platforms.Discovery+ and Pluto TV
These growing platforms support AVOD (ad-supported video on demand) with broad demographic targeting and placement flexibility.
Do You Need an Agency to Advertise?
In most cases, yes—especially if you're looking to access premium inventory, get the best rates, and apply effective audience segmentation. Agencies like One Day Agency specialise in navigating the media buying process, working directly with platforms, and layering on third-party data for richer targeting.
Klaudia from One Day Agency adds:
“Many of the best opportunities in streaming come from combining the platform’s native data with third-party datasets—demographics, purchasing behaviour, even geo-intent. That’s where an agency comes in. We connect the dots.”
Types of Streaming Ads
Here are the most common formats available on UK streaming platforms:
Pre-roll ads: These play before the content starts and are typically 15 to 30 seconds long.
Mid-roll ads: These appear in the middle of a show or film, much like a traditional TV break. Great for higher recall due to engagement.
Post-roll ads: Less commonly used, these appear after content finishes and may be best suited to brand reminders or soft CTAs.
Interactive video ads: Some platforms allow users to click or interact directly with the ad—ideal for driving web traffic or app downloads.
Display & overlay ads: Static or motion graphics that appear alongside video content, often on platforms with dual-screen usage like Amazon Fire TV.
Targeting Capabilities
Streaming platforms offer powerful targeting tools, such as:
First-party data: Collected directly from users by the streaming platform (e.g. Amazon's shopping behaviour data).
Third-party data: Sourced from external providers to enrich targeting—think lifestyle segments, interest-based profiles, and behavioural triggers.
Device, location, and time-of-day targeting: Control when and where your ads appear, even down to specific postcodes or types of connected devices.
Final Thoughts
Advertising on streaming services is no longer just for big brands—SMEs and e-commerce companies can now tap into powerful audience insights, flexible formats, and cross-device reach. By partnering with a specialist agency and selecting the right platforms, you can craft campaigns that don’t just reach people, but resonate with them.
