Maximising the Potential of Streaming TV Advertising: A Media Agency's Guide
Disney+ a streaming TV service where brands can advertise on.
The world of television advertising has evolved dramatically with the rise of streaming platforms, and today, reaching an audience has never been more targeted or flexible. Streaming TV advertising offers brands the ability to engage audiences in more personalised ways, and by collaborating with a media agency, brands can ensure every campaign is optimised from start to finish. This blog explores how you can plan a streaming TV campaign and where our media agency can provide crucial support every step of the way.
Streaming Platforms Available for Advertising in the UK
Advertising opportunities on streaming platforms are rapidly growing, giving brands plenty of options to reach their desired audience. Here are the primary streaming services in the UK where you can run advertisements:
Netflix: Netflix has opened its doors to advertising with its ad-supported subscription plan, offering opportunities to reach diverse, engaged audiences.
Amazon Prime Video: Advertisers can leverage the power of Amazon's data to deliver targeted ads on Prime Video content.
ITVX (ITV Hub): ITVX is a popular free streaming service with a large audience, making it an attractive option for advertisers seeking broad reach.
All4 (Channel 4): All4 provides extensive advertising opportunities across its variety of programs, ideal for targeted campaigns.
Sky Go & NOW TV: These services offer the chance to advertise within a wide range of on-demand shows and live programming, ensuring strong audience engagement.
Discovery+: Known for factual and entertainment content, Discovery+ can be a great place to advertise to niche audiences interested in documentaries and lifestyle programming.
YouTube: YouTube's TV section also offers ad opportunities through its TV app, providing a reach that combines traditional streaming and online video formats.
These platforms each have their own strengths, allowing advertisers to choose based on audience demographics and viewing habits.
How a Media Agency Can Help Plan Your Campaign
Planning a streaming TV advertising campaign involves many moving parts, from platform selection to creative content development and precise targeting. Here’s how a media agency like us can add value at each stage:
Campaign Strategy and Platform Selection
We begin by working with you to define your objectives, be it brand awareness, lead generation, or direct sales. This includes pinpointing your target audience—their demographics, viewing habits, and interests.
Using this data, we help identify which streaming platforms will provide the best exposure for your brand. We match your brand with the streaming services that best align with your campaign goals.
Audience Targeting and Data Utilisation
One of the significant benefits of streaming TV is its ability to target audiences precisely, much like digital advertising. Our agency uses first- and third-party data to segment audiences, helping to reach viewers who are most likely to engage with your ad.
We can leverage programmatic advertising to make use of data-driven insights, which allows for dynamic ad placements in real-time, ensuring maximum impact.
Creative Development
The most critical aspect of a successful campaign is the ad itself. We collaborate with you to produce high-quality, engaging video content that tells your story and connects with viewers emotionally. From initial concept ideation to the final production, our creative team ensures your message resonates.
Buying Inventory and Cost Management
Streaming TV ads are typically bought on a CPM (Cost Per Thousand Impressions) basis, with average CPMs ranging between £15 to £100. The exact rate depends on targeting layers and audience specifics, such as age, interests, or geographic location.
Unlike traditional TV, there is usually no minimum buy-in for streaming platforms, making it accessible to brands of all sizes. We help manage your media buying, ensuring you achieve the right balance between cost-efficiency and the desired level of audience reach.
Monitoring and Optimisation
Launching the campaign is only the beginning. We continuously monitor performance, analysing key metrics such as impressions, brand lift, and conversion rates.
With real-time data insights, we optimise campaigns to improve targeting, adjust messaging, or refine creative elements, ensuring your ads perform at their peak.
Measurement and Reporting
Our media agency provides detailed reporting on the performance of your streaming TV ads. This includes insights into audience engagement, ad frequency, and the return on investment (ROI), helping you understand exactly how your campaign is performing and where improvements can be made.
Cost Considerations for Streaming TV Advertising
The cost of streaming TV advertising is typically driven by how precisely you want to target your audience. Costs range between £15 and £100 per thousand impressions (CPM) depending on the type and level of targeting. For example, ads that focus on a broad demographic might have a lower CPM, while those targeting specific geographic areas, behaviors, or interests are likely to have a higher CPM.
No Minimum Buy-In: Unlike traditional linear TV, most streaming platforms do not have a minimum buy-in requirement, meaning you can start small and scale up based on the campaign’s success.
Remember: The Ad Itself is Crucial
Finally, the effectiveness of your streaming TV campaign rests heavily on the creative itself. No matter how well-targeted your ad is or which platforms you use, if the ad doesn’t resonate with the audience, the campaign will struggle to succeed. Investing in compelling storytelling, high-quality visuals, and a clear call to action is vital.
How We Can Get Started Together
One Day agency is here to make streaming TV advertising simple and effective for your brand. From identifying the right platforms and targeting methods to developing the creative content and optimising the campaign, we’re with you every step of the way.
If you're ready to take your TV advertising to the next level and reach audiences in a truly meaningful way, contact us today. Let's make streaming TV work for your brand.
