Streaming Viewership Outranks Broadcast TV. Are You Taking Advantage of This Digital Marketing Solution?

a woman sits in front of a laptop with a video of someone speaking playing

What Online Video Advertising Can Do for Your Business

Streaming has kicked cable and broadcast TV to the curb. While viewers are canceling their cable or satellite television subscriptions, they are focusing their attention and putting their money toward streaming services that let them watch what they want, when they want it.

This shift provides digital marketers with a huge opportunity. Streaming has given the control back to viewers, delivering them access to a selection of available movies and TV for free once they’ve paid a subscription fee. It’s not only a more convenient option, but also a more affordable one.

Capturing more viewers’ attention than ever before, this rapidly-evolving digital marketing solution helps to spread your business’s message. Streaming services are able to learn about their subscribers, which then creates a better audience targeting opportunity for advertisers on their platforms.

If the extent of your knowledge on streaming services ends at Netflix or Hulu, don’t sweat it. We’ll explain all there is to know and how implementing online video advertising within your strategy can make a huge difference.

What Does Streaming Viewership Mean, Exactly?

Streaming viewership refers to content that is viewed across a variety of devices, including smartphones, computers, and OTT devices. OTT (over-the-top) are gadgets like Smart TVs, Apple TV, Roku, gaming systems, and other streaming devices.

Streaming viewership has reached new heights within the past few years, and it’s no surprise why. Many of these streaming platforms contain original content that can’t be found anywhere else, creating exclusivity that drives subscriptions. What’s more, streaming services provide viewers with more content, flexibility, and the ability to watch from anywhere. Those who cancel their traditional TV subscriptions in lieu of streaming services are called “cord cutters.”

What This Means for Your Business

So, why does this matter? Streaming has surpassed broadcast in the past, but it wasn’t until this year that it also left cable in the dust. The truth is in the data. Viewers have moved on from traditional media consumption, and are now all-in when it comes to streaming platforms.

In fact, it’s expected that a total of 4.9 million people will have cut the cord by the end of 2022, raising the total number of cord-cutters to 55.1 million.

This means your business must meet them there, and that’s where online video advertising comes in.

What is Online Video Advertising?

Broadly speaking, online video advertising refers to video ads that run on websites or apps. While your target audience is utilizing these platforms, these ads can expose them to your message and build brand awareness. For example, YouTube advertising is just one method you can use to reach viewers where they’re watching across YouTube or YouTube TV.

This digital marketing solution is more than just uploading a video to the internet. It allows your business to focus on a certain demographic by zip code or city, which can then boost your marketing performance. And because you partner with a digital marketing agency to produce the video, you control your message.

The Power of OTT Media

A TV with a cloud behind it labelled 'OTT'

Engaging with OTT media can greatly benefit your business and expand your presence online. Unlike display ads – think banner ads on websites you visit – video ads tell a story, which can not only be more engaging for the audience, but can also depict what text and still images can’t. It’s no coincidence that marketers are spending more and more of their budget on online video advertising – it’s giving them great results.

Not only does OTT include subscription-based video-on-demand (SVoD) services, but it also covers what’s known as “skinny” television services. These are platforms that provide live streams of specialty channels on the internet.

There are a variety of outlets you can use to effectively reach your target audience with online video advertising, including:

  • YouTube
  • Network television apps (ESPN Now, FOX Now, etc.)
  • Skinny television services (Sling TV, Hulu with Live TV, PlutoTV, etc.)
  • Programmatic video advertising (other areas of the Internet)
  • Devices (Roku, Apple TV, etc.)
  • Social media channels

How to Know Which Outlet is Most Effective for Your Business

Online video advertising can be done virtually anywhere. The real question is, how do you know which outlet will best reach your target audience? Luckily, you don’t have to guess. Partnering with a digital marketing agency can help you gain insight on online advertising and create a strategy that works.

By examining the demographics of your target audience and comparing them to the demographics of each OTT service, a digital marketing agency can determine the best space for your business to engage with online video advertising.

Ready to Apply this Digital Marketing Solution to Your Business? Contact us!

Now that you’re more familiar with online video advertising and all that it can do for your business, it’s finally time to get started using this digital marketing solution.

At iFocus Marketing, our digital marketing agency in Overland Park offers streaming media marketing services that can deliver your message to your targeted audience, no cable needed. With over-the-top (OTT) media services, you can meet your target audience where they’re watching.

To add online video advertising to your business’ existing marketing strategy, send us a message online. One of our business development strategists will get back to you as soon as possible to start developing your new marketing solution.

Looking for more digital marketing services? Visit our website, or give us a call at (913) 708-8567 to request a free discovery call, marketing audit, and competitor analysis. We can’t wait to help you take your business to the next level.

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