The shift for many Canadians from traditional linear TV to TV streaming has opened up new and exciting opportunities for marketers and advertisers. In the past 12 months alone, nearly half (46%)* of Canadian TV streamers have signed up for a new streaming service.
Connected TV, OTT, Streaming TV are some of the most popular terms you would hear as a consumer or marketing and advertising professional when it comes to this space. The evolution of the biggest screen in the house has allowed a wide variety of new and exciting opportunities for marketers interested in engaging audiences through new content and custom creative.
Our Regional Sales Manager Christina Summers recently joined the “Harnessing the Power of Streaming and Connected TV” panel during Mediatel’s Future of TV Advertising Canada to discuss the future of TV advertising and what that means for both streamers and brands in Canada. Here are the top takeaways:
The Evolution of Streaming
As streaming technology evolves, so does the way we communicate and attempt to understand it. Terms used to describe the products and systems have not been evenly adopted across the TV landscape, and this has the potential to create barriers for advertisers who simply don’t know where to start or have questions about the ecosystem as a whole. Christina broke it down into two spheres: CTV as the hardware driving the product technology, and OTT, or over the top, being the content or product that is not on traditional broadcast.
Canadians are TV streamers, particularly on SVOD and AVOD
While last year was about the rise of Subscription Video On Demand, or SVOD, Canadians have also embraced advertising video on demand, or AVOD services as well. “The pandemic has had an overall market shift. We saw a natural evolution that was taking place already, and it kind of put things into hyper-overdrive.” Christina says about the landscape changes that have occurred during the pandemic. “The desire for more content is something that people have been looking for as we both stay informed and entertained.” As streaming has grown, thousands of channels have become available. With that growth, the challenge becomes creating awareness for the choice available to consumers.
The measurement opportunity for marketers and advertisers with TV streaming
In the past, TV was used as a broad-reaching vehicle for communicating a brand message with audiences. But with the increased capabilities of TV streaming, and the audience segmentation that it can deliver, brands are now able to connect with the right consumers and communicate a customizable message that will better resonate with them. As Christina put it, “Streaming is the experience of television with the pipes of digital.”
OneView, Roku’s advertising platform built for TV streaming, has recently expanded into the Canadian market. With OneView, brands can build campaigns that combine the reach of traditional linear TV with the technology of digital media, all while capturing audiences that have left cable behind.
Roku Can Help Your Brand Enter the Streaming Space
As consumers increasingly shift to TV streaming, Roku is positioned to deliver the data, insights, and technology for brands to expand campaigns to become omnichannel and best connect with the right audiences.
Interested in learning how advertising with Roku can help your brand grow into the streaming space? Contact us.
Click here to watch the full panel on “Harnessing the Power of Streaming and Connected TV” as part of the Mediatel Future of TV Advertising Canada event.
*Source: State of the Canadian TV Streaming 2021, available for download here