By: Maria Teresa Espinoza
The interest of the new generations in digital formats continues to rise worldwide, which is why in recent years new forms and strategies have emerged in the advertising industry. Like advertising on streaming platforms, a marketing tool that seeks to connect brands and consumers more.
Although this type of marketing is very similar to the traditional advertising that we can find on television channels, it is about audiovisual ads that appear before or during the broadcast of the content that we are interested in seeing on live streaming. All this momentum comes with the increase in people who live connected to these platforms, which, in recent years, Netflix, Amazon Prime Video, HBO MAX and Disney + have accumulated more than 160 million subscribers globally. Data from a study carried out by Comscore, showed that in 2022 this type of platform accumulated more than 150 million viewers, the equivalent of 41 percent of the population in Latin America.
Multiple possibilities for advertisers
With some trends and habits that have changed over the years, brands, regarding marketing issues, are investing in advertising in streaming, since it offers multiple possibilities for advertisers. According to Comscore, investment in this area has also leaned towards digital media and the digital version of traditional media, with more than 50 percent of the investment in 2022, where the video format on CTV platforms is notable.
Given this figure, we can deduce that CTV and digital advertising evolve together, including Ads displayed alongside TV shows or live streams viewed on these types of devices.
Iván Santos Muñoz, Country Manager Mexico of Groovinads, explained that one of the benefits of video advertising on CTV platforms has to do with consumer perception, these types of spaces have fewer ads than television, so it is less intrusive.
“Today, brands can take advantage of all the capabilities that Connected TV offers to achieve more campaigns, integrated throughout the funnel that helps optimize results,” he added.
The specialist from the martech service platform maintains that programmatic advertising will continue this trend: according to the Media Ad Spend & Marketing Strategy study, for the second quarter of this year, 64 percent of the companies surveyed stated that they will increase their advertising spending with a preference for digital formats.
brands that stand out
And that’s how this kind of marketing It is an option that is still unexplored, but one that is showing great potential in the industry. For this reason, brands are already creating more effective strategies, which allow ROI to be measured much more accurately.
For his part, Pablo Altieri, SeenThis Media & Tech Advisor, stated that we currently see brands from all industries and in all countries beginning to make streaming from video campaigns to display inventory, initially in a first market, then replicate the case to the region.
“To name two cases that serve as a reference, we can take Latam Airlines, the main airline in Latin America that has begun to use ‘adaptive streaming for their local, regional and then global campaigns”, he said.
He also added that another brand is Coca-Cola, which together with its agency WPP OpenX, has begun to bring streaming video campaigns to display inventory in fourteen Latin American countries.
Finally, he indicated that thanks to the segmentation capacity that these platforms have, it is possible to reach a specific type of user corresponding to the brand’s target, either by audience or by programming. no