Disney+ is prepared to launch an ad-supported version of its streaming service later this year. Netflix has recently announced it’s own ad-supporting offering. YouTube, Tubi, Crackle, Peacock, and several other platforms have been ad-supported for quite some time.

Clearly, there are consumers who don’t mind viewing ads in exchange for free or exceptionally low rates. This move could be a way for streaming services to prevent the loss of subscribers and acquire new customers who may have been priced out of more premium tiers.

This change also offers some exciting new opportunities for marketers — but it may require a few changes in approach.

Create Ads that Align with the Platform

Before you do anything else, consider the kind of content that streams on the ad-supported platform you have in mind. The best ad creatives will be those that feel natural, not those that seem disruptive and out of place. Keep this in mind as you consider the specific products to market and as you develop your ad creatives.

Research Your Customer Base

Advertising on ad-supported platforms can help viewers save money. In contrast, it’s going to cost marketing teams a bit more. Ad costs on platforms that stream TV shows and movies tend to be higher than on other platforms.

Fortunately, you can still achieve an excellent return on investment. The important thing is to ensure you are investing in ads on the right platform. 

Research your target audience — you’ll need to find out where they are consuming content. This insight will help you avoid spending time and money on advertising that doesn’t pay off.

Brands Will Use Enhanced Targeting to Compete

One of the benefits of advertising on streaming is your ability to target your audience in ways that you can’t when using other media. It may help to create a strategy that treats advertising on free streaming services much like you do social media ads or other digital channels.

A great way to do this is through geotargeting. You can serve up specific ads to your audience based on location and use dynamic content to ensure that your ads are going to be as relevant as possible. Marketers who do this will find that their ads connect with audiences in ways not previously possible.

Increase Production Quality

Brands that advertise on streaming channels will have their ads shown before, during, and after television shows with very high production values. Your video ads need to match that level of quality. If they don’t, that’s going to reflect — fairly or not — on the perceived quality of your products.

It’s important that your production team’s abilities and your budget are able to compete with those standards. If you are able, it may even be worth bringing in a professional team to help create your streaming ads.

Be Concise and Get Attention Quickly

Now isn’t the time to use longer format videos. Instead, focus on creating very engaging ads that are short and to the point. Remember that although they work, ads aren’t exactly a fan favorite. Your advertising spot could be delaying someone’s video. 

Try to keep your video length to ten seconds or less. Then, be as engaging as you can while you do that. Make a bold statement, ask a question, and use music as a way to make your ad content more memorable. The idea is to ensure the audience fully absorbs your content while also ensuring they don’t get too frustrated.

Don’t Treat Streaming Like Linear 

Even though legacy TV is still a popular device for streaming movies and television shows, you can’t treat marketing on streaming platforms in the same way as you’d approach television marketing. 

People who use streaming services to view content have different needs, values, and expectations. You can’t simply copy what you are doing for linear TV — instead, now is the time to create ads that are bold and disruptive.

Understand Where Your Content Will Be Seen

One streaming platform may be host to multiple channels. Each of these may feature different content and appeal to a different audience. Within these channels are shows addressing different topics, some that you may not want to have closely associated with your products.

This reality is why it is absolutely important you know where your ads will be seen. Knowing where your ads will show allows you to maintain some control over your brand and product associations so your ads don’t run on inappropriate channels.

Marketers Should Prepare for Ad-Supported Streaming Now

Now isn’t the time to take a wait-and-see approach. Marketing teams should assume that their competitors are already planning to take full advantage of the growing popularity of ad-supported streaming. It’s important to start creating a strategy now — not later.