Bonus: Ask the Experts Streaming Q&A
In late September, we partnered with Marissa Coslov from eMarketer to host our Q3 Ask the Experts webinar, which focused on key trends and players in the video advertising ecosystem.
Marissa shared excellent data and insights throughout the session, and while we were able to address many questions we received in the Q&A portion of the event, there were quite a few we could not get to. Marissa was generous to go back through these unanswered questions and write out her replies (often including data directly from the eMarketer database!), which we’ve included below.
If you haven’t seen the webinar recording, you can access it here. And if you are still looking for the answer to a streaming-related question or two, please contact us through the form on the right side of this page.
Q: Do we know of any studies that indicate the level of viewer acceptance of ads on streaming platforms as compared to traditional TV platforms?
A: While we do not have specific ‘written’ research in reports about this topic, I’ve included two charts that I think give good, relevant data towards the ‘acceptance’ of ads on streaming platforms/traditional TV platforms. According to data from Morning Consult, pre-roll ads (ads that run before the content that typically allows users to stream the rest ad-free), are the most favorable type of ad.
Other research we’ve seen speaks to the repetitiveness of the ads, comparing linear TV with Streaming services. In another study done by Morning Consult, both linear TV and streaming services were shown to have ‘Very repetitive’ ads, with linear TV proving to be the most repetitive, a good signal to maybe diversify the creative elements of your ad campaigns on video platforms.
Q: How does this data apply to using video to generate business for commercial real estate and/or consulting services?
A: Consumers want video and now emerging tech like VR to enhance everyday activities, such as by letting users tour a house without the hassles of scheduling and travel. Rather than focus on recreating their physical footprint, brands should invest in tech that can take the customer experience to the next level.
For consulting, I would defer to overall B2B content, according to data from Ascend2 and Oracle, in regard to which marketing tactics B2B marketing professionals would add in 2022, 36% of respondents say video marketing.
Q: What % of a local media plan should be OTT vs OTA?
A: The truth is that the right media mix is different for each individual advertiser. There is no “one size fits all” approach, but the chart below provides some interesting data as it relates to local ad spending through OTT (over-the-top) and OTA (over-the-air).
Q: With all the changes, how does this affect the basic cable business?
A: This one is tough to answer without using specific data, so I would take a peek at the chart below. While the streaming market will continue to get more crowded, traditional TV continues to be an important part of the media mix, with a significant share of traditional ad dollars flowing toward the medium. Consolidation is inevitable in the streaming market as more services pop up, ultimately mirroring the bundles and experiences that traditional TV created.
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