{"id":3838,"date":"2022-10-18T01:19:12","date_gmt":"2022-10-18T05:19:12","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/10\/18\/streaming-delivers-better-tv-for-brands-and-streamers-alike\/"},"modified":"2022-10-18T01:19:12","modified_gmt":"2022-10-18T05:19:12","slug":"streaming-delivers-better-tv-for-brands-and-streamers-alike","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/streaming-delivers-better-tv-for-brands-and-streamers-alike\/3838\/","title":{"rendered":"Streaming Delivers Better TV for Brands and Streamers Alike"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Grace Lam, Director of Partner Growth, Roku<\/em><\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><em>Consumers have shifted towards TV streaming, and quality, in-demand content is following. Here&rsquo;s how marketers can stand out in the streaming decade.<\/em><\/h2>\n\n<p class=\"wp-block-paragraph\">The <em>Game of Thrones<\/em> prequel, <em>House of the Dragon, <\/em>has claimed the Iron Throne. Accruing HBO\u2019s largest single-day viewership for a series debut, the show\u2019s success is, in part, the\u00a0result\u00a0of\u00a0a streamer-first approach that spans tech integration, custom content and advertising in and outside of the living room.<\/p>\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s clear that fans remain hungry to revisit Westeros three years after <em>Game of Thrones<\/em> wrapped. The TV streaming landscape, however, is <em>stark<\/em>ly (no pun intended) different than it was in 2019. HBO Max didn\u2019t exist, traditional TV was still a valuable distribution strategy \u2014 though already in sharp decline \u2014 and the consumer rush to streaming was more nascent.<\/p>\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Today, marketing strategies and eyeballs have migrated en masse to TV streaming, which continues to widen its gap over linear. With more than 800,000 titles available on streaming services, streamers have more choice than ever before.<a href=\"#_ftn1\" name=\"_ftnref1\">[1]<\/a>\u00a0For streamers, this \u201chunt\u201d for their next great watch is exciting but equally overwhelming. As a result, they\u2019re craving help \u2013 more personalization, more interactivity, and more discovery touchpoints.<\/p>\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Gone are the days of linear TV\u2019s spots-and-dots approach with the occasional \u201csponsored by\u201d content integration. Even with TV streaming\u2019s stronger audience targeting and measurement capabilities, it&#8217;s not enough to rely on banner or video ads. To embrace TV\u2019s biggest moments, streamers need to <em>experience<\/em> content in ways that help them feel part of the story and become fans. Streaming platforms like Roku make these multi-pronged approaches possible.<\/p>\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In this next phase of the streaming decade, marketers must answer the call, taking control of the largest creative canvas to deliver a better TV tentpole experience for everyone \u2013 both brands and streamers alike.<\/p>\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Here are three ways entertainment marketers can deliver a better TV tentpole experience:<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"#_ftnref1\" name=\"_ftn1\"><\/a><strong>Start with the streamer\u2019s journey\u00a0<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The marketplace is increasingly fragmented. More services mean more UIs to navigate and more content to sift through. Forty percent of Roku users don\u2019t know what to watch next, and 30% don\u2019t know which service has specific shows or movies. Reduce their pain points and accelerate decision-making by understanding the streamer\u2019s journey.<\/p>\n\n\n\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"324\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2022\/10\/AWNY-Premiere-Graphic-2.jpg\" alt=\"\" class=\"wp-image-3840\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/10\/AWNY-Premiere-Graphic-2.jpg 1200w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/10\/AWNY-Premiere-Graphic-2-300x81.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/10\/AWNY-Premiere-Graphic-2-1024x276.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/10\/AWNY-Premiere-Graphic-2-768x207.jpg 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n<p class=\"wp-block-paragraph\">Surrounding the streamer ensures your content breaks through the clutter and creates buzz. It\u2019s also an opportunity to become the streamer\u2019s trusted partner, offering curated content and advising them on what\u2019s worth watching.<\/p>\n\n\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Tailor ads based on streamer behaviors<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">TV streaming tentpoles are released in a few ways \u2013 binge, episodic, or a hybrid of the two \u2013 but they\u2019re largely marketed the same. To extend a title\u2019s shelf life and maximize value, marketers should lean on strategies that cater to specific audience behaviors.<\/p>\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">For example, episodically-released titles see sign-up spikes near premiere and finale weeks, proving viewers engage in binge behavior whether a service offers it or not. In fact, 35% of Roku users say they prefer to wait until a series\u2019 season is over to watch it all at once.<a href=\"#_ftn1\" name=\"_ftnref1\">[2]<\/a><\/p>\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To make these behaviors work in their favor, marketers should connect with streamers across four touchpoints.<\/p>\n\n\n\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"460\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2022\/10\/AWNY-Premiere-Graphic.jpg\" alt=\"Illustration showing concept of &quot;Build buzz and hype through post-premiere, amplifying mid-season episodes at key plot points and using the premiere and finale weeks as bold acquisition opportunities.&quot;\" class=\"wp-image-3841\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/10\/AWNY-Premiere-Graphic.jpg 1200w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/10\/AWNY-Premiere-Graphic-300x115.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/10\/AWNY-Premiere-Graphic-1024x393.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2022\/10\/AWNY-Premiere-Graphic-768x294.jpg 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n<p class=\"wp-block-paragraph\">Unlike linear, TV streaming allows streamers to seamlessly jump into a show halfway through its run. For marketers, this means it\u2019s never too late to advertise and convert a streamer into a fan.\u00a0<\/p>\n\n\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Create experiences that are built for TV streaming&nbsp;<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">Go beyond the traditional :30 ad spot and make it easy for streamers to deep dive on\u00a0content directly through their core streaming platform. To reignite long-standing fans and create new ones, HBO Max tapped Roku to build an exclusive fan experience accessed via a custom <em>House of the Dragon<\/em> tab in Roku&#8217;s home screen menu, hosting trailers, behind-the-scenes extras content, sweepstakes, and a fan special produced by Roku Brand Studio. The fan special, bespoke 20-minute streaming show titled <em>Roku Rundown<\/em>, recapped <em>Game of Thrones\u2019<\/em> eight-season, introduced new characters and plotlines, and provided a boots-on-the-ground look at HBO Max&#8217;s Comic-Con activation, along with taped conversations with fans dressed in cosplay and interviews with <em>House of the Dragon<\/em> cast members.<\/p>\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When purchasing Roku devices in-store, streamers were met with custom signage, branding, and information on how to watch the show and enter the sweepstakes, fueling engagement with the franchise long before device setup.\u00a0<\/p>\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Providing a one-stop hub means viewers are spending less time searching\u00a0for content that intrigues them. \u201cStreamers value marketing of what content is new and popular, both on\u00a0and off-platform,\u201d says Adam Bates, Director of User Experience Research at Roku. \u201cWhen it feels native to their streaming experience it\u2019s not viewed as intrusive, but rather as an educational resource for what\u2019s relevant or compelling.\u201d Brands have an opportunity to win streamer favorability and loyalty by creating experiences unique to TV streaming.<\/p>\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In sum, to deliver a better TV tentpole experience, marketers must adopt a streamer-first \u2013 and streaming-first \u2013 mentality. Today\u2019s consumers are served several hundred ads a day, and brands adhering to the status quo won\u2019t stand out. Those that own the streamer\u2019s journey, offering a streaming-first solution with their behaviors and pain points in mind, will.\u00a0 \u00a0<\/p>\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>Attending Advertising Week in person or virtually? Check out Roku\u2019s session, \u201cInside Fandom: Launching \u2018House of the Dragon\u2019\u201d on Thursday, October 20<\/em><em><sup>th<\/sup><\/em><em> at 11:15 AM to learn more and be sure to see <a href=\"https:\/\/advertising.roku.com\/resources\/blog\/what-to-expect-from-roku-at-advertising-week-2022\/?utm_medium=paid_referral&#038;utm_source=adweek&#038;utm_campaign=cmp_us_awny_q42022&#038;utm_content=dragon\">Roku\u2019s full agenda<\/a><\/em>.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"#_ftnref1\" name=\"_ftn1\">[1]<\/a> As of April 2022<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"#_ftnref2\" name=\"_ftn2\">[2]<\/a> <em>Roku Tune-In Survey, October 2021<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Consumers have shifted towards TV streaming, and quality, in-demand content is following. Here\u2019s how marketers can stand out in the streaming decade.\u00a0<\/p>\n","protected":false},"author":7,"featured_media":3839,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[6,10],"topics":[2],"class_list":["post-3838","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-tech","tag-streaming-ctv","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Streaming Delivers Better TV for Brands and Streamers Alike | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/streaming-delivers-better-tv-for-brands-and-streamers-alike\/3838\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Streaming Delivers Better TV for Brands and Streamers Alike\" \/>\n<meta property=\"og:description\" content=\"Consumers have shifted towards TV streaming, and quality, in-demand content is following. 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