Advertisers go where the audience is. A decade ago, that meant advertising on television. Then the audience shifted to the big streaming services — Netflix, Hulu, and Amazon Prime. Soon everyone wanted to get in on the game. The streaming marketplace fragmented to include single-network offerings like Peacock, Max, and Disney+ that became major players.
With each new platform, advertisers get a new opportunity to reach their audience. But jumping into this changing market can be intimidating. We’ll show you how to advertise on streaming services, and why you should consider it.
“To do TV-like advertising on a big screen in someone’s home is actually highly achievable now,” says Mark Power, Founder and CEO of Podean an Amazon agency, and the author of Amazon for CMO’s. “You don’t have to spend a fortune to do that. It’s much more accessible to brands of any size now than ever before, plus there’s immense opportunity to use data to make that message go as far as possible.”
The Streaming Video Service Marketplace
In terms of revenue and reach, the top streaming services today are:
- Netflix
- Amazon Prime
- Disney+
They’re followed closely by Max and Paramount+. Hulu, Peacock and Apple TV all hover between 25 and 50 million viewers. All of these platforms offer opportunities for advertising.
Some platforms, like Peacock, allow you to buy ads across their parent company’s entire network of streaming and traditional TV services using a single marketplace. In fact, they encourage advertisers to do so with NBCUniversal One Platform.
Other platforms let you buy ads to run on a specific streaming service platform. Amazon Ads offers in-depth targeting tools to help you find your ideal customers among their 115 million viewer audience.
“Amazon is always testing and learning,” Power says.
Anyone who wants to advertise on streaming video platforms should make testing and learning a priority. The video-on-demand advertising market is evolving rapidly thanks to the speed of technical innovation and changing consumer expectations. To stay relevant in this shifting marketplace, brands need to stay aware of the rising trends.
Reaching Cord Cutters With Streaming TV
The biggest trend in television advertising is the continued movement away from traditional TV. Viewers, especially young people, are skipping live TV in favor of streaming services. In the first quarter of 2023, cable and satellite television companies lost about 2.3 million customers.
Where did they all go? Mostly to streaming services.
People are still watching TV, they’re just picking different ways to do it. A Forbes Home survey reports that about 99% of U.S. households now have at least one streaming service. The average household pays for 4 streaming services.
Smart advertisers are learning how to advertise on streaming services to reach consumers of all ages. According to Nielsen data reported by nScreenMedia, 58% of those who watch streaming media are over the age of 35.
Best Practices For How to Advertise on Streaming Services
Before we dive into buying on specific platforms, there are some best practices that apply to all streaming services.
1. Know your audience.
One of the benefits of advertising on streaming services is the access to nuanced viewer data. Platforms know more about viewers than just what they watch. They may also have demographics, buying habits and other data for targeting.
To use these tools to your best advantage, you should understand exactly who you’re trying to reach before advertising on streaming services. Think beyond demographics to create a detailed buyer persona.
2. Choose the right streaming service.
Each service caters to a slightly different audience. While many households have multiple streaming services, that doesn’t mean they’re all the same. Ask for information about their audience demographics and viewership habits to decide if this is the best platform for you.
3. Design for multiple screen sizes.
Remember that television screens are just one way that people watch video on demand. Viewers may see your ad on their desktop computer, tablet or cell phone. Create an ad that is visually effective even if it’s served on a five inch screen.
4. Keep your brand in focus.
“If you’re going to spend the money on video make sure your brand is really present as you’re telling your brand story, not just a logo that pops up at the end.” Power said. “Bring that story to life in the context of how the product is used.”
That doesn’t mean you stick a logo on every available surface, but it does mean your viewers should know what the commercial is advertising even if they look away from their screen for a few seconds.
5. Follow ad guidelines for each platform.
Streaming services tell you how to advertise on streaming services effectively. They help you meet viewer expectations and create high quality ads. Review and understand the ad guidelines for each platform before you even start the video creation process.
Buying On Specific Streaming Services
Most streaming services give you the option to buy advertising space directly or through their programmatic advertising partner. Programmatic advertising allows for automated ad buying based on budget, demographics, and other preferences.
Buying direct often guarantees your placement, but that may come at a premium. Meanwhile, programmatic advertising allows for a hands-off approach. Your ads are served if they fit the space and budget available. The risk here is that you could be outbid by other advertisers.
How to advertise on Netflix
For now, if you want to advertise on Netflix, you’ll need to go through Microsoft Advertising, Netflix’s only programmatic partner. However, that might change soon. The Trade Desk and DV360 should have Netflix inventory sometime this year. In May 2024, Netflix announced that it’s working on its own ad tech platform set to appear in 2025
How to advertise on Amazon Prime
Amazon Prime offers a more direct ad buying experience. Working directly through the Amazon Ads platform you can place video ads on Prime Video and live sports, as well as Amazon-affiliated sites like Twitch. Small businesses can choose the Sponsored TV option, which lets you reach viewers on Freevee, Twitch and third-party services like Crackle and Bloomberg.
How to advertise on Disney Plus
It used to be that the only way to advertise on Disney Plus was to buy advertising directly from Disney. Disney Advertising manages all the advertising for linear, streaming, and social platforms owned by the Walt Disney Company. This includes Disney+, ESPN+, and Hulu. Now you can also use Disney Campaign Manager, a self-service ad platform.
How to advertise on HBO Max
Advertising on HBO Max follows the same process as advertising on any Warner Bros. property. The WBD Ad Sales platform offers title sponsorships, collection presenting partnerships, pre-roll, mid-roll and more options for reaching audiences on Max, Discovery+ and WB Stream+.
How to Advertise on Paramount Plus
Similar to Max, if you want to buy Paramount Plus ads, you use the Paramount Ad Manager. This self-service buying platform connects advertisers with advertising on all Paramount-owned channels including Paramount plus and Showtime.
How to Advertise on Hulu
The Disney Campaign Manager platform lets you directly buy advertising on Hulu and other Disney-owned platforms including FX and National Geographic. If you prefer a more traditional approach, you can contact the Disney Advertising team instead.
How to Advertise on Peacock
Peacock advertising is available through NBCUniversal Content. There’s no self-service platform. You’ll need to use their contact form to reach out directly
Can I Advertise on Apple TV plus
As of March 2024, Apple TV+ was the last holdout not selling advertising space on their platform. Although no official plans for an ad-supported tier have been announced, industry experts point to some changes at Apple TV that may indicate that’s about to change.
Essential Asset for Advertising on Streaming Services
There’s one thing you need to advertise on any streaming service — a quality video. The video experts at IdeaRocket create eye-catching animated commercials and explainer videos ideal for advertising on streaming services. Contact us to start making your video.
