5 things to know about ad supported streaming measurement

Optimizing brand experience on streaming platforms with full-funnel, cross-media insights

The recent explosion of ad-supported streaming tiers is transforming the advertising business. What started as a disruptive alternative to traditional TV subscriptions (that ushered in cord-cutting) has evolved into a dynamic and potent advertising channel. While there is ample innovation work ahead to design the right advertising formats and experiences, the opportunity to reach and engage diverse audiences cannot be ignored. 

Streaming is fast-evolving, and requires a keen focus on brand experience to stay ahead of competitors. In addition to carefully calibrating how to engage consumers with commercial messages that aren’t too disruptive, the platforms and their advertisers have hills to climb on matters like ad load, frequency, campaign measurement and attribution. To help streaming publishers and advertisers alike be successful,  a measurement framework that proves the value of streaming ads on brand and outcomes lift metrics is crucial. So is informing test-and-learn efforts aimed at optimization. 

DISQO’s Ad-Supported Streaming Report explores consumer receptivity to ad-supported streaming tiers, cost expectations, brand perceptions of streaming advertisers, and more. Here are five things to know about ad-supported streaming measurement.

1. Clear KPIs are an essential first step for ad-supported streaming measurement.
2. Full-funnel campaign measurement is non-negotiable.
3. Ad-supported streaming campaigns should not be measured in a silo.
4. Frequency and ad loads should be carefully considered.
5. Measurement should help to optimize your brand experience. 

 

1. Clear KPIs are an essential first step for ad-supported streaming measurement.

Setting clear goals and key performance indicators (KPIs) is foundational to effective streaming measurement. Why? Streaming TV is still a relatively new advertising channel, with a multitude of publisher partners to work with, so success will look different as new ad formats emerge (i.e. QR codes, Choose Your Own Adventure Ads, etc.). Effective measurement starts with defining what success looks like for your campaign, whether it's increasing brand awareness, driving website visits, or achieving specific conversion metrics. This clarity not only guides the campaign strategy, but also ensures you can gather insights that are valuable to your brand.

2. Full-funnel campaign measurement is non-negotiable.

Measuring the impact of streaming TV campaigns across the entire marketing funnel is crucial. Television has a long history of being great for brand building, but with the targeted and personalized experiences available with streaming ads, the medium is also effective in driving performance outcomes (think search, site visits, online shopping). Advertisers should assess these alongside brand impacts like awareness, favorability, and purchase intent

Full-funnel measurement from DISQO provides a nuanced understanding of how your campaigns contribute to each stage of the customer journey. This comprehensive view enables you to optimize strategies at every touchpoint for maximum ad effectiveness.

3. Ad-supported streaming campaigns should not be measured in a silo.

Streaming TV advertising is part of a broad, fragmented media landscape, and nearly every campaign today is cross-media. You need to evaluate how streaming TV campaigns are performing, in whole and with each individual streaming publisher. Also, you need to understand how it’s working with other channels like digital, social, audio and linear TV. Using one objective platform and methodology to granularly measure lift across all media partners gives brands the insight they need to optimize their omnichannel advertising. 

4. Frequency and ad loads should be carefully considered.

Consumers' brand experience with ads in streaming TV is heavily influenced by ad load (the amount of advertising put into a show) and the frequency of exposure to specific ad creatives. Quantitative and qualitative insights from our upcoming Ad-Supported Streaming report found that ad loads and frequency topped consumers’ concerns about streaming ads. Overloading viewers with ads can lead to frustration and ultimately disengagement. So too can presenting them with the same ad creative over and over again. As a part of your measurement framework, gather insights to understand the optimal frequency and ad loads that resonate positively with the audience, ensuring a seamless and enjoyable brand experience.

5. Measurement should help to optimize your brand experience.

Data-driven measurement insights play a pivotal role in optimizing streaming TV campaigns. Our report found that a good portion of consumers (28%) feel annoyed or worried about advertisers disrupting their shows, or frustrating them with repetitive content. Advertisers should implement a test-and-learn agenda to understand what’s working (or not) and with whom. These insights serve as valuable inputs for in-flight optimization and future campaign planning, enabling advertisers and streaming platforms to refine strategies for greater ROI and to deliver better brand experiences.

Tune into more insights!

Amazon's new Prime Video ad-supported tier will undoubtedly have a profound impact on the streaming landscape. DISQO’s report exploring ad-supported streaming receptivity, cost expectations, brand impacts, and more, will help you get ahead.

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