*By Felipe Macedo, co-CEO and Founder of Corebiz
In a world where connectivity prevails in practically every aspect of our lives, digital ads have become indispensable tools in the marketing scenario. From banners on websites to promotional videos on different communication channels, these “little notables” today are key pieces for many businesses that seek to reach their target audience in an effective and engaging way, especially those e-commerce. In this context, the potential of Ads in giants of the streaminglike Netflix and Twitch, has stood out like never before.
To give you an idea, between January and June 2023, investment in digital advertising in Brazil registered growth of 11% and generated R$ 16.4 billion, according to the Digital AdSpend Brasil study, produced by IAB Brasil, in partnership with Kantar Ibope Media. The report also shows that this increase was driven by small and medium-sized advertisers, who increased their investments by 13%. The five sectors that concentrated more than 60% of investment in digital advertising were: commerce (27.18%), services (13.35%), media (7.81%), electronics and IT (5.96%) and financial and security (5.94%).
Digital ads offer a number of advantages. Firstly, they allow for precise targeting based on demographics, interests and online behaviors. This means companies can reach the right people at the right time, increasing the effectiveness of their campaigns. Furthermore, they are highly measurable strategies, meaning brands can monitor and analyze the performance of their actions in real time, adjusting them as necessary to obtain better results.
And it is precisely in the streaming environment that digital ads reach their maximum power. After all, these platforms have already become an integral part of the daily lives of millions of people around the world. Through these services, brands have the opportunity to connect with their consumers in a highly engaging and immersive way.
The most popular in the world
Netflix, for example, created the “Basic with ads” plan for users who want to consume content at a cheaper price, without worrying about ads being served. It works as follows: before and during the playback of films and series, there is a break for advertisements to be shown. This pause can last between 4 and 5 minutes with advertisements lasting 15 or 30 seconds. After one ad unit, another will be displayed after an hour of playback.
The giant announced in November 2023 that, one year after launch, it had already reached the mark of 15 million active users per month worldwide. Among the resources offered, a highlight is its already consolidated Top 10, in which advertisers can direct advertising to the most successful series and films on the platform. Starting in the first quarter of this year, its new binge ad format (provisional name), which takes advantage of the behavior of those who love “marathoning”, can be enjoyed. The new feature guarantees that, after watching three consecutive episodes of a given series, subscribers will be able to watch the fourth episode without advertisements.
Twitch showing its strength
Twitch is a platform for streaming of live videos, which today belongs to Amazon, aimed mainly at broadcasts by gamers, athletes and gaming influencers. It has over 140 million monthly active users and 15 million daily active users. Almost 50% of its audience spends more than 20 hours a week watching broadcasts on the platform. Therefore, in addition to the possibility of establishing partnerships with influencers and streamers, brands have different ad format options: from a carousel on the home page to a premium video played during lives.
However, to make the most of the potential of ads on any advertising service, streaming, companies need to take a careful and strategic approach. It is essential to create ads that are relevant, captivating and aligned with the context of the content in which they are inserted. Additionally, brands should also consider the power of personalization, tailoring advertising based on viewers’ individual interests and preferences.
The fact is that the consumption of online content continues to grow rapidly. Brands that want to remain relevant and competitive in today’s marketplace can and should embrace the potential that digital advertising across advertising giants has. streaming has to offer.
Felipe Macedo, co-CEO and Founder of Corebiz
*Felipe Macedo is co-CEO and Founder of Corebiz, a company that is part of WPP and is a reference in the implementation of digital businesses in Europe and Latin America. It has offices in Brazil, Mexico, Chile, Argentina and Spain and has already executed projects in more than 43 countries among the biggest brands on the market, with implementation and growth services for e-commerce, SEO, Media and CRO – [email protected].
Follow Adnews on Instagram e LinkedIn. #WhereTransformationHappens
