The way people like to entertain themselves has changed. Their viewing habits are increasingly migrating online, with digital consumption set to grow by more than 30% globally in 2021. In a streaming world, people can select from seemingly endless amounts of content across an ever-growing number of platforms. The explosion of choice is driven by creators, who have found new ways to engage people and foster fandom.
This has led to the rise of the creator economy and turned mainstream culture on its head. Traditional networks no longer control how content is viewed or what is considered good. Instead, creators feel indebted to their viewers and create content specifically tailored to their audience’s interests and needs.
As a result, brands must continue to evolve the role that online video plays in their media strategies. They should also become a key part of the creator economy, not only by leaning on creator-led platforms but also by producing ads specifically designed for these platforms.
What does all this mean in practice?
We asked five agency executives to share their top
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Find new and faster ways to make an impact
A user’s experience with streaming video differs from watching linear TV, and brands need to consider how to account for these differences in their media plans.
You can ask any 13- to 24-year-old to define what are local instagram influencers? premium viewing — you probably won’t hear them talk about “Law & Order,” but you’ll likely hear a lot about MrBeast.
It’s also important to think about what users expect online. Brands need to consider how to make quick, skippable ads more effective on a platform like YouTube, where content is often shorter.
Online video advertising needs to make an impact in less time, often from the start. For advertisers, this is an opportunity to test, learn and optimize plans.
Optimize your media mix for maximum efficiency
Brands need to consider all channels, such as traditional TV, YouTube, digital media, and social media, and ensure that their media spend optimizes
contact lists ad delivery across these channels to best meet business objectives. We have seen that such cross-channel optimization is more efficient than spending on traditional media alone.
For example, brands can take advantage of the fact that creative video executions that were previously only seen online or on mobile devices are now completely viable on TV screens.
We also found that ads on YouTube connected TV are incredibly effective compared to ads on other devices.
The good news for brands is that this cohesion across formats and delivery drives scale, helping to measure ROI and attribution, and holding publishers accountable for results.
