media update’s Nakedi Phala identifies four tips that will help you achieve a successful in-stream advertising campaign.
In-stream advertising is one of the most convenient and affordable ways for brands to advertise a product or service. They play on any device, including smartphones, tablets, laptops and desktop computers.
In-stream ads can reach a bigger audience and are more engaging than traditional TV ads. Additionally, they have a non-skippable option, which stops the viewer from skipping your advert, allowing you to play the full message.
In-stream ads should connect with the viewer, be straight to the point and impress the audience.
Here are four tips that will help you nail your next in-stream advertising campaign:
1. Be sure to account for ad relevance
When posting your advert for in-streaming advertising, consider your target market and an online programme that fits with your brand. For example, if your product is a tyre brand, slot in your advert on motoring shows. A viewer is bound to look into your product, as it relates to what they are currently streaming online.
2. Viewer compliance
Another option would be paying for a non-skippable package, which sways viewers to watch the whole advert, rather than skipping in the first three or five seconds.
Remember to make the content interesting by using vivid elements that make your advert unique.
3. Know where to place your ad
The great thing about in-stream advertising is that it's a direct form of marketing. The structure of online streaming platforms is already set-up for you; readily placed content under genres display the number of clicks and views, which makes it easy for you to select
where you can place your advert.
The viewer is then most likely to click on your advert’s link and discover more about your service or product.
For a successful in-stream advert, be sure to:
- Get creative — include elements that capture the viewer's attention in the first five seconds.
- The middle of a show usually contains a climax and intriguing towards the end. Place your advert in the middle or towards the end of the content.
- Don’t be boring — pay attention and build brand awareness.
- Include an unforgettable tagline.
4. Partner with Youtubers
In-stream advertising is far more cost-effective than TV advertising — and really, how many people watch traditional TV these days?
If you’re running a short campaign or working with a small budget, in-stream advertising is a cost-effective alternative that will help you reach a large audience with fewer resources.
To boost your reach, you can partner up with popular Youtubers; they usually have larger number of followers and have a huge influence on audiences. Including your advert on their content can help you reach a good target and they don’t cost nearly as much as going through advertising agencies.
TV has lost its popularity as a format for media consumption, meaning that your advert could be between shows that a have a poor viewership, therefore attracting less attention to your advert — which is wasteful.
As more and more audiences are shifting from traditional TV to online streaming technologies, including smartphones, tablets, laptop or desktop computers, in-stream advertising is becoming the go-to options for advertisers wanting to make an impact on viewers.
Now that you've learned an advertising tactic to use for your brand, what are your thoughts? Let us know in the comments section below.
Now that you have an understanding of why in-stream advertising is important for your business, you might want to take a look at The state of digital advertising 2019