Guide to Advertising on Streaming Platforms

Gonza Pastorino28 June

Is Television Dying? It Depends.

If we think of television as the era when broadcasters decided what shows to air and at what time, then yes, television has died. However, we believe it’s more accurate to say that television has transformed or, better yet, become connected.

Thanks to Connected TV, consumers today have more control over the content they watch than ever before: they can decide what to watch, when to start, when to pause, and when to stop viewing.

This shift in how we consume TV content was gradual, with Netflix being the leading force—a subscription-based streaming service that allows its members to watch series and movies on any internet-connected device.

In this article, we’ll focus on streaming platforms that hold significant weight in the Connected TV advertising market:

• Pluto TV
• Roku
• Samsung TV
• Hulu
• Apple

All of these platforms, like Netflix Ads (which is perhaps more well-known), are accessible through programmatic technologies.

Streaming Platforms for Advertising

If you’re looking for advertising opportunities in Connected TV, there are several platforms you need to understand to get the most out of your investment. Each offers unique features that can make a difference in your campaigns.

Pluto TV

Pluto TV is ideal if you want to reach a broad and diverse audience without worrying about users needing to pay for a subscription. Being free and ad-supported, it allows you to place ads at strategic moments, whether before or during shows. The best part is that you can do so in a non-intrusive way, meaning your message integrates naturally into the viewer’s experience, either before or during the content.

Roku

Roku is not just a streaming platform; it’s also a leader in connected TVs. With its ability to segment audiences based on viewing behavior and demographic data, Roku gives you the chance to reach exactly who you need. Additionally, The Roku Channel offers a free inventory of content where you can insert ads. What makes Roku stand out is the precision with which you can tailor your campaigns to achieve more targeted results.

Samsung TV

With Samsung TV Plus, you not only reach smart TV users, but you also tap into live channels and on-demand content. Samsung allows you to seamlessly insert native ads within its platform. Additionally, having access to Samsung user data means your ads can be more precise and effective, targeting profiles that best fit your campaign.

Hulu

If customization is your priority, Hulu is your go-to platform. With its ad-supported version, you can create campaigns tailored to the interests of each viewer without being invasive. Whether it’s pre-roll, mid-roll, or post-roll ads, you can choose the format that best suits your message. Hulu also offers more interactive options like banners and even content sponsorships, giving you a wide range of tools to capture your audience’s attention at the right moment.

Apple TV

If you’re aiming for a premium audience, Apple TV is the place to be. While more selective with advertising, Apple has opened the door to programmatic ads in third-party apps available on its platform. Here, it’s not about quantity but quality—you’ll be able to reach an affluent audience and make each impression count with ads designed to be relevant and engaging.

How to Access Advertising on Streaming Platforms

The only way to access this advertising channel is through programmatic.

Gaining access to advertising on platforms like Netflix, Pluto TV, Samsung TV, Roku, etc., requires a special approach, though it follows the same fundamental principles as any digital ad campaign. Here’s the step-by-step process for running a campaign on streaming platforms:

1. Initial Briefing: It all starts with a detailed briefing. This is where you define the campaign objectives, key message, and target audience. This step is crucial to aligning the advertising strategy with the brand’s goals.
2. Media Planning: After the briefing, a media plan is developed. This plan should consider the specifics of streaming platforms, like Netflix, where programmatic advertising plays a key role. The right platforms are chosen based on the audience and campaign objectives. Each platform has its own rules regarding format, duration, buying model, and inventory quality.
3. Audience Targeting: Audiences can be defined based on viewing interests, demographics, platform behavior, and other relevant criteria.
4. Format Selection: Platforms like Netflix offer various ad formats, including pre-roll and mid-roll. The choice of format depends on the desired impact and the nature of the ad content. On other platforms, like Pluto TV or Samsung TV, there are less intrusive and skippable formats for viewers.
5. Budget Setting: The campaign budget is determined. On streaming platforms, this can include purchasing spots in the TOP 10 or securing the first impression, which may drive up the total cost.
6. Content Production: The production of the ad content must align with the technical specifications of the platform and be engaging enough to capture the viewer’s attention in a competitive environment.
7. Partnering with an Authorized Partner: To access advertising on Netflix, it’s essential to partner with an authorized provider like Boomit. These partners have exclusive access to programmatic networks and can handle the technical and compliance aspects crucial for launching the campaign.
8. Campaign Implementation and Launch: Once everything is ready, the campaign is implemented and launched through the chosen platform. This requires careful coordination to ensure all elements of the campaign are synchronized and executed as planned.
9. Monitoring and Optimization: After the launch, it’s crucial to monitor the campaign’s performance in real-time, making adjustments and optimizations as necessary to maximize RoAS and meet the established goals.

Final Thoughts

We hope that after reading this article, you’ve discovered a new world of possibilities for advertising your brand. While traditional media remains highly effective, it’s important to stay up to date with new tools that allow us to reach and impact new audiences more effectively. If you’d like to learn how to implement programmatic advertising into your strategy, get in touch with us.