The ongoing COVID-19 pandemic has certainly ramped up the way we consume media, as all the principle streaming platforms like YouTube, Netflix, and Hulu have seen an increase in viewers over the past several months. Despite these uncertain times, the good news is that it has opened a new door for digital marketing agencies to take advantage of, where the benefits cascade down to the businesses they serve.
These platforms have certainly taken notice of increased viewership, and it will more than likely impact future ad spending as viewers become more accustomed to streaming video services. The uptick in viewership on streaming platforms away from their traditional counterparts has definitely made Google take notice, which in turn has made digital marketers follow suit.
“The disruption of TV upfronts and suspension of live sports are encouraging advertisers to shift to the more flexible and on-demand ad strategies that connected TV offers,” the company said in a blog. “As a consequence, we’ve heard from many advertisers that they are accelerating their move to video streaming advertising.”
In order to take advantage of the shift, Google recently announced new video ad options that will capitalize on the shift of streaming services. Their goal is to help advertisers find the best deals when it comes to their marketing strategies, which is why they have added a committed TV section in its ad Marketplace ”specifically for publishers and inventory that let you reach TV audiences across devices.”
Advertisers and marketing agencies will be able to use the listings to find ideal partners in order to increase their campaign reach when using streaming providers.
Google has also made it easy to access information on any publisher. They have done an outstanding job of giving you the analytics to convey how well these streaming services perform, audience reach, and inventory, and you can even use the platform to send requests for proposals from the publishers you’d like to work with.
But Wait, There’s More!
To complement this service, Google is also adding new ‘ready-to-buy’ choices, which makes it convenient for businesses to run streaming ad campaigns.
“For marketers who want to skip the negotiation process, we’ve worked closely with exchange partners such as Google Ad Manager, FreeWheel, and SpotX to bundle inventory from top publishers, along with broadcast and cable networks, into ready-to-execute deals,” Google said.
These deals, known as auction packages, are available to all Display & Video 360 users in Marketplace, Google added. Packages will be available by genre, popularity, seasonality, formats, or audiences.
“For example, you can easily add available themed packages from publishers, such as ‘Hulu – Parents’, or from exchanges, like Telaria’s ‘Cord Cutters’ bundle,” Google said.
YouTube Select streaming lineup will be available in Display & Video 360, according to the tech giant.
What This Means for Your Business
With more people engaged on streaming platforms, Google is wisely betting that this will be the future moving forward, even after we have returned to pre-COVID living conditions.
The company sees a new frontier of content marketing with TV ad possibilities where you can target your audience. It will allow businesses and their brands to be more strategic with marketing campaigns that deliver a better performance as a result, targetting specific potential customers to increase your overall conversion rate.
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