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TV viewing behaviours are changing, and the switch to streaming is showing no signs of slowing down. At Roku, we’re proud partners with Finecast, a company that shares our belief in the power of TV fuelled by streaming.
Through this partnership, we are empowering brands to engage and reach (streaming) audiences at scale across exclusive content in the ever-changing advertising video on demand (AVOD) space.
Recently, Finecast’s UK Managing Director, Harry Harcus sat down with BeetTV to share his thoughts and insights about what these changes mean for marketers, as well as the industry at large. Here are three takeaways from this conversation.
Brands expectations are changing
As things change, there are three main roles Harry has begun to see coming into focus around addressable TV they are:
- Total TV strategy: the idea of maximising reach from linear to on-demand to reach hard to find audiences.
- Addressable only: a strategy where advertisers are looking to effectively and efficiently identify more bespoke audiences.
- New to TV: addressable TV has allowed new brands to enter the world of TV advertising with lower entry costs - this has been particularly beneficial to smaller, start-up brands to connect with more precise audiences and achieve results with minimal waste.
Advertising with Roku offers solutions to meet all three strategies. Because TV streaming advertising combines the beauty of TV with the brains of digital. Brands looking to connect with audiences beyond the footprint of traditional linear TV or digital media can maximise their campaign’s reach while minimising overexposure and wasteful spending.
The right identity data is future-proofed and driving brands forward
While Harry admits that a lot is of technology is rapidly evolving in the identity space, particularly with the eventual end of third-party cookies, addressable TV offers new identity solutions to help brands navigate the changing landscape.
“I would say within addressable TV, that’s certainly in our world...We’ve never worked with cookies actually. Our keys are actually around location and postcode and house owned.”
At Roku, we rely on direct relationships built with streamers, all based on consent. Brands looking for sustainable identity solutions will be well-positioned to navigate beyond the cookie-era advertising with us.
And Harry agrees that these industry changes will ultimately be better for streaming, as well as the players and brands associated with it.
Addressable TV is becoming more abundant, driving a streaming-first future
As the addressable TV market grows, Harry predicts the growth of more inventory opportunities for advertisers. He believes that this will lead to mass scale, which will drive media planners to start building addressable-first campaigns.
Brands that adapt to this streaming first mindset, and test and implement strategies that are optimised for streaming will be best positioned for the future. Harry also underscores the importance of good creative, saying:
“I think with addressable now more than ever, there is an importance to focus on [strong creative]. There is a very compelling case for getting the relevant creative message in front of the right audience, but also on the right screen around the right content.”
Roku Advertising Has Future-Proof Solutions for Streaming Campaigns
With our direct relationship with consumers and streaming-first mentality, we can advise on the winning recipe for addressing the evolution towards streaming TV and addressability.
Roku offers a streamer-first, end-to-end advertising platform that allows you to upload your creative, run ads, measure your results, and create TV streaming ad campaigns all in one place.
Watch the entire video from “How Marketers Can Go TV Streaming First,” a Beet.TV leadership series presented by Roku.
If you’re ready to diversify your ad mix and expand to TV streaming ads, get started today by contacting us.
