With the vertiginous growth of the streaming market, that is, transmissions of series, videos, movies and TV programs and podcasts over the Internet, it is natural that the market is interested in also capitalizing on this new media, which has been drawing the attention of segments such as television and radio. In this context of the advancement of online simultaneous transmission platforms and the implementation of more advanced internet connections, this leads us to a new question: how can advertising take advantage of this new scenario?
We separate some of the main ways to enable media on streaming platforms like Netflix and Spotify. Look:
1- Inserts Already traditional for the paid version of Spotify, it is not yet a reality on Netflix; the insertions model may be the best cost-benefit, as it improves the price of the service for the consumer, increases the programmer’s margin and brings another possibility of impacting the brand’s public. In streaming, however, this type of advertising could be targeted, appearing only for a very specific target audience – this already happens quite efficiently on YouTube, Google’s video platform that integrates the advertising services of the largest media company on the planet.
2- Sponsored transmissions Yes, pages on Facebook or Instagram can host streaming and this tool has been increasingly used to promote a new modality of digital marketing: the lives. With them, the brand manages to promote live campaigns within social networks and, although the production of this type of content is more complex, it has served as bait for campaigns by large companies.
3- Geographic targeting The evolution of landing pages are the clickable GC’s throughout the content. This modality is very functional on YouTube, a pioneer, but it is already being studied by Grupo Globo platforms and other streaming services. The advantage is that it is less intrusive, promoting the message without impeding the visualization of the content.