In our second blog post about findings in the Ofcom Media Nations 2021 report, we will discuss how original content increases streaming hours and user engagement across the UK market.
As we mentioned in our previous blog post, TV audiences are migrating to streaming in search of content that expands their viewing beyond the scope of traditional TV offerings.
We’re living in what many have described as ‘the golden age of television’, with seemingly limitless options to suit all tastes and ages. While this abundance of choice is great for us as consumers, it is more difficult for brands to engage their desired audiences effectively. The increasing fragmentation of audiences, and the shift towards on demand services and platforms, have posed new challenges, but also opportunities for brands and marketers.
Let’s examine Ofcom’s numbers surrounding original and exclusive content offerings
Exclusive and original content wins streamers’ hearts
According to Ofcoms’s Technology Tracker, exclusive and original series were the primary driver for Streaming Video on Demand, or SVOD subscriptions in the UK.* Further, SVOD saw the highest number of streaming activity in early 2021. During that time, an average UK Netflix account streamed 19 minutes of original Netflix content per day, nearly five times the number of minutes streamed of BBC programming (4 minutes) and ITV content (3 minutes).**
We introduced Roku Originals as a way to engage exclusive ad-free content viewers
Just a few of the friendly, familiar faces of Roku’s lineup of unique original content.
Roku Originals is a series of exclusive programs that are fresh, fun, and sure to delight the entire family. From powerful, cinematic dramas like “Survive” to beloved comedies “Reno 911” and reality shows such as “Singled Out” and “Punk’d,” Roku Originals are full of drama, celebrities, and big moments in snackable, bingeworthy formats. And we think you'll love them, too. Roku Originals are editorially curated, brand-safe experiences with big star power that have been critically acclaimed. You can sponsor content based on genres relevant to your audience, or shows that align best with your brand.
Opportunities for Advertisers: For brands looking to reach/engage streamers through Roku Originals content, Brand Experiences are a great way to offer streamers access to great content while boosting awareness and affinity towards your brand.
Roku and IPG Media Lab partnered together to better understand the impact of Roku Brand Experiences. Roku Brand Experiences are interactive custom creative that offers free content or enticing perks to streamers like promo codes for free movies, ungated content, and more. Brand Experiences have been shown to have a positive impact on a brand’s perception while also driving purchase intent.
In fact, our data has shown that 61% of streamers are more likely to notice brand experiences, 33% are more likely to consider purchasing the advertised product, and 25% prefer Brand Experiences to traditional ads. Brands can further super-charge campaigns by employing Brand Experiences as part of a two-pronged strategy with traditional video ads. A campaign that relies on both video ads and Brand Experience has been shown to drive 4x the impact of campaigns where only one approach is used.
Above, survey respondents illustrate their level of receptiveness to Brand Experiences.
Editorial Content Hub Brand Experiences increase recall
Similar to the Schneider Electric UK example we outlined in a previous post in this series, Editorial Hub Brand Experiences are custom ads that increase your brand’s recall and affinity among exposed streamers. Roku offers options for to build creative uniquely suited to your campaign’s goals and ideal audiences. In the above Schneider Electric UK example, the brand crafted a custom microsite with native advertising content designed to engage streamers before they headed to SVOD environments. The campaign delivered a 5x increase in ad recall and reached an audience where nearly 90% were SVOD streamers.
Schneider Electric UK illustrates the ability to engage with primarily SVOD streamers with ad supported content via a Brand Experience.
To find out more about Roku Originals content or how your brand can leverage Brand Experiences to connect with streamers across the UK, contact us.
All data is cited from Ofcom’s Media Nations 2021 report.
*Ofcom Technology Tracker 2021. The full list of reasons to subscribe to SVoD can be found in the interactive report.
**Digital-i UK, age: 18-64 year old Amazon Prime Video account holders, Q1 2021. Based on at least 2 minutes of viewing content.
