is a new fully automated digital platform that embed video ads and animations directly into streams on Twitch. Using self-developed software, Streamion integrates live video ads, just like on TV, with measurable metrics like digital marketing using trending channels on Twitch, like Best Marketing on .
Streaming advertising: the new goose that lays the golden eggs?
The new generations will probably never feel what it’s like to rent a movie on VHS or buy second-hand DVDs to gradually improve your film collection. When Internet connections improved and streaming became really practical, physical formats only remain as collector’s items. They will probably never completely disappear, but the global trend in content consumption is clear. But let’s stop to analyze a particular type of streaming broadcasts: live content.
Direct has always been the most outstanding feature of television. Movies are more enjoyable in the theater; music, on the radio; but direct is what consolidated television as a mass medium in the 20th and early 21st centuries. The Internet was the one that changed everything and in part because it has managed to replicate most of the traditional media formats, also offering interaction with the viewer or the user, which has caused a generation gap to open in terms of communication channels. people’s favorite consumption.
If you are from generation X you probably like to watch movies in the cinema and still enjoy television, if you are from generation Z you probably consider that the television is simply a large monitor where you can play your favorite apps, such as Netflix, or where you can play games. video game. 85% of people over 45 years of age habitually consume content on television, but in those under 20 that percentage continues to fall year after year, replaced by the consumption of content on the Internet. We are talking about a generational behavior change that is gradually changing the world of advertising.
Twitch is the leading internet streaming platform with 140 million unique users per month worldwide and a growth of 25% in the last year. All the trends indicate that audiences, especially younger ones, are moving towards this type of content with increasing speed. In fact, the number of hours of average daily consumption of Twitch is even greater than that of Instagram or Twitter. However: has this huge increase in users in recent years dragged an equivalent figure in terms of advertising investment?
when it came up Facebook in 2004 It took a while for brands to adjust to the new status quo. Their audiences had broken up into new channels and advertising had to do the same. It was no longer enough to have a good campaign on television, radio and the press. Now it was the turn of the Internet and this evolution, although in some cases it has been slow, has already been consolidated with a .
Something similar is happening with the world of streaming in general and streaming in particular as with the rise of social networks, brands have to move at such a fast pace to cover everything that they are not managing to position themselves on all the platforms and above all the audiences that they should. However, in recent years many platforms have emerged that offer simple solutions for advertisers to reach young audiences who have abandoned traditional television for other channels.
Streamion: automated streaming advertising on Twitch
The audience for live content on the Internet continues to grow, but advertising investment in this market is not growing at the same rate. It is a situation similar to the one experienced a few years ago with the explosion of the . The companies knew that a new advertising market was being consolidated, but since it was so new, many brands had difficulty adapting and definitively committing to new communication channels. Something similar is happening in the streaming market.
The brands that have opted for this channel using more classic formats such as this have encountered the same problems that they have in other channels such as Display or social networks: many users use ad-blockers, so the ad is not shown, others close it as soon as they have the opportunity and many others, especially on social networks, simply go on to the next post without stopping for more than three seconds. That without counting the most important problem of all, the brand image. Because we must not forget that video ads can be annoying on any channel, but much more so if that ad interrupt a live broadcast.
In this last case, the reaction of the spectators is clear: rejection. The value of live content is seeing the action as it happens. If your ad is responsible for breaking that experience, then the impact on the audience could be harmless or even negative.
Streaming is a platform that solves the problem of live broadcast advertising. To do this, it has developed software that integrates the ads into the broadcast itself and does not interrupt the live broadcast, ensuring that the advertising message is perfectly integrated into the content through the use of short videos and animations that arouse curiosity and are not annoying to the audience.
https:///most-followed-streamers-on-twitch-2020/
The platform gets integrate advertising in live streams without cutting the broadcast. For this, it is not possible to use the classic video formats such as preroll or mid roll, since the seconds that the user loses watching that ad is content that is being lost. To solve this problem, Streamion proposes the use of animated video formats that are played directly into the broadcast, without cutting or interrupting it, and constructed in a way that integrates organically into the content without being annoying or intrusive to viewers. According to several surveys carried out by the platform itself, the vast majority of users like this type of format more because they do not spoil the experience, while at the same time understanding that they are necessary for the survival of the channel.
As explained to us Jose Barreiro, CEO of Streamionthis is the key to this system:
“At its core, the platform is an automatic sponsorship generator for Twitch channels, the streamers. Instead of a brand having to negotiate one by one with each of the channels they want to sponsor, Streamion offers a direct solution, in which the advertiser only has to define their advertising message, upload their creative and launch the campaign.
For brands, this system allows you to coordinate branding and branded content actions with hundreds of channels simultaneously and in a simple way. On the other hand, the streamers of the channels that are on the platform monetize their content in exchange for a few seconds of publication every hour. And finally to the viewers, the audience of these channels. It is people who when they see that advertising attract more attention and, in general, the reactions are much more positive than with traditional videos, which improves the feeling of the brand and does not cause rejectioneither.”
What is most striking about the platform is the way of using these new formats. The entire screen is like a big canvas where you can create anything: a rocket that shoots out and crosses the screen, a delivery bike that waves while showing us the offer of the day, a car that skids in from one side of the screen and disappears into the distance… The possibilities are endless. The that know how to creatively take advantage of this type of format are the ones that can get the most out of Streamion.
Branding is back: why branding is more important than ever
With the arrival of social networks and online advertising in general, the need to measure and monitor was imposed on the industry. It is no longer about making an impact with original and fun creativity, as in the golden age of television advertising; but to get good objective metrics: clicks, interactions…
The performance prevailed over him branding and that changed the way of advertising. The aim is not to impact the user with a different and exciting campaign, only data is sought, and to achieve this on many occasions we have forgotten to the essence of advertising: that people know your brand. Taking care of the brand is today more important than ever and that is why branding campaigns should gradually regain their prominence.
The streaming sector continues to grow month after month and many advertisers have not yet found a fit in this market. Platforms such as Streamion have managed to democratize access to this type of broadcast by betting again on brand identity as the central pillar of this new type of advertising and through innovative and relevant formatswhich represents an opportunity to reach young audiences through the content they like the most.
Stay informed of the most relevant news on our news channel
Facebook Comments
Disqus