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Looking for a new way to promote your brand? Advertising on streaming platforms like Netflix or Stan could be the answer.
TV and streaming platforms offer vast opportunities for brands to reach and engage diverse audiences. With more people shifting away from traditional cable to on-demand streaming services, the potential to connect with consumers across these channels has never been greater.
However, capturing attention in this competitive environment requires a well-executed digital marketing strategy. In this guide from Margin Media, Brisbane’s digital marketing agency, we’ll explore six essential strategies for crafting successful digital marketing campaigns on TV and streaming platforms.
1. Programmatic Advertising
Programmatic advertising automates the process of buying and placing ads based on data. With programmatic advertising, brands can target specific audience segments with precision, ensuring that their ads reach the right people at the right time. This is particularly valuable in TV and streaming environments, where viewers are often spread across multiple platforms.
Programmatic advertising allows brands to use real-time data, such as viewing habits and demographics, to deliver personalised ads tailored to each viewer. For example, a streaming platform may provide insights into user preferences based on the genres they watch, enabling brands to align their messaging with those interests. Not only does this increase the relevance of the ad, but it also boosts engagement and conversion rates.
2. Multi-Screen Campaigns
In today’s media ecosystem, viewers rarely focus on just one screen. Whether they’re watching TV or streaming content on a laptop, they often have a second screen, such as a smartphone or tablet, in hand. This multi-screen behaviour presents a unique opportunity for brands to engage audiences across multiple devices simultaneously.
Multi-screen campaigns allow marketers to create a cohesive brand experience by delivering complementary ads on different platforms. For instance, a brand might run a TV or streaming ad while simultaneously launching a social media campaign on Instagram or X. This encourages users to engage with the brand in real time, reinforcing messaging across platforms and driving higher brand recall.
3. Product Placement and Native Content
In the era of streaming, traditional ad formats like commercials can sometimes be skipped or ignored. However, product placements and native content offer a subtler, more organic approach to brand promotion. Product placement involves integrating a brand’s products into the narrative of a TV show or movie, making the product a natural part of the storyline.
Streaming platforms have become a hotspot for product placement opportunities, with major brands integrating their products into hit shows. For example, luxury brands might appear in popular drama series, or tech gadgets could feature prominently in a science-fiction show. This approach allows brands to reach their target audience without disrupting the viewing experience, as viewers are more likely to remember a product when it’s seamlessly woven into the content.
Native content, such as branded mini-series or short films on streaming platforms, can also help boost brand visibility. Through creating high-quality content that entertains while subtly promoting the brand, marketers can engage viewers in a more meaningful way. A digital marketing agency can assist in identifying the best shows or creating content that aligns with your brand’s values.
4. Live Events and Real-Time Engagement
Live TV events such as sports matches, award shows, and major news broadcasts continue to attract large audiences. These high-profile moments offer brands a golden opportunity to engage with viewers in real time. Whether through TV ads, streaming ads, or social media campaigns, live events provide a perfect platform for brands to make a big impact.
Real-time engagement is crucial during live events, as viewers are often actively interacting with social media while watching. Brands can amplify their reach by using hashtags, running live polls, or encouraging fans to share their experiences on social media. Sponsorships of live events, like sports games or red-carpet shows, also allow brands to tap into the excitement and emotion surrounding these events.
5. Targeted Campaigns
Streaming platforms collect an abundance of viewer data, offering brands the ability to target specific niche audiences more effectively than ever before. Through analysing data on what viewers watch, when they watch it, and even what devices they use, marketers can tailor their ads to reach hyper-focused segments.
For instance, a brand specialising in fitness products could target viewers who frequently stream health-related documentaries or workout programs. Streaming data can also help brands identify trends within certain age groups, locations, or interests, allowing for the development of more personalised and relevant ad content.
6. Influencer Campaigns
TV and streaming platforms have given rise to a new generation of celebrities, many of whom have massive followings on social media. Collaborating with these influencers allows brands to amplify their digital marketing efforts and tap into loyal fanbases.
Celebrities and influencers can promote products not only through traditional TV and streaming ads but also across their personal platforms. These partnerships often lead to higher engagement, as fans tend to trust recommendations from figures they admire. Brands can also create cross-promotional content that runs on both streaming platforms and social media, blending the power of celebrity with the reach of digital advertising.
Final Thoughts
Whether through programmatic advertising, real-time engagement, or influencer partnerships, the opportunities for connecting with streaming audiences are vast. Adopt these strategies to make the most of TV and streaming advertising for your brand and see real results.
