Best Practices for Ad Buys On Streaming Services
Before we dive into buying on specific platforms, there are some best practices that apply to all streaming services.
- Know your audience.
One of the benefits of advertising on streaming services is the access to nuanced viewer data. Platforms know more about viewers than just what they watch. They may also have demographics, buying habits, and other data valuable for targeting. To use these tools to your best advantage, you should understand exactly who you’re trying to reach before advertising on streaming services. Think beyond demographics to create a detailed buyer persona.
- Choose the right streaming service.
Each service caters to a slightly different audience. While many households have multiple streaming services, that doesn’t mean they’re all the same. Ask for information about their audience demographics and viewership habits to decide if this is the best platform for you.
- Design for multiple screen sizes.
Remember that television screens are just one way that people watch video on demand. Viewers may see your ad on their desktop computer, tablet or cell phone. Create an ad that is visually effective even if it’s served on a five-inch screen.
- Keep your brand in focus.
“If you’re going to spend the money on video make sure your brand is really present as you’re telling your brand story, not just a logo that pops up at the end.” Power said. “Bring that story to life in the context of how the product is used.”
That doesn’t mean you stick a logo on every available surface, but it does mean your viewers should know what the commercial is advertising even if they look away from their screen for a few seconds.
- Follow ad guidelines for each platform.
Streaming services have ad guidelines for a reason. They help you meet viewer expectations and create high quality ads. Review and understand the ad guidelines for each program before you even start the video creation process.
Buying On Specific Streaming Services
Most streaming services give you the option to buy advertising space directly or through their programmatic advertising partner. Programmatic advertising allows for automated ad buying based on budget, demographics, and other preferences.
Buying direct often guarantees your placement, but that may come at a premium. Meanwhile, programmatic advertising allows for a hands-off approach. Your ads are served if they fit the space and budget available. The risk here is that you could be outbid by other advertisers.
Buying ads on YouTube TV
Since YouTube is owned by Google, you buy YouTube TV ads directly through the Google ad marketplace. You can buy them using the same type of Google ads auction where you buy regular YouTube ads, but that doesn’t guarantee your ad will be show to YouTube TV viewers. For guaranteed placement, you’ll need to buy a reserved media placement. To do that, you’ll need help from a Google Sales Representative.
Is advertising coming to Disney+?
So far, Disney has chosen not to allow ads on the Disney+ platform. It does sell ads on ESPN+ and Hulu, which are both owned by Disney. Some rumblings in late 2021, led some bloggers to speculate that Disney is open to the idea, but it’s unlikely to happen anytime soon.