YouTube takes the majority of budgets, with Hulu and The Roku Channel next in line Here are those platforms in alphabetical order: Glossy+ Research also conducted a focus group and individual interviews with marketing executives across industries.Īdditionally, for a report released earlier this year on Glossy’s sibling publication Digiday that analyzed the ad features of ad-supported streaming services, Digiday identified the top-earning ad-supported streaming services by 2022 ad revenue and also included other popular platforms selected by the Digiday editorial team for their prominence. To map out marketers’ current digital playbook, Glossy+ Research sent out three surveys asking 635 respondents about past and upcoming investments, marketing channel tactics and preferences and business challenges. Cost challenges hold back further investment – though some platforms still lack scale.Impressions is an important success metric on platforms with mid-range of ad placements.Advertisers gauge campaign success mainly through watch time.YouTube takes the majority of budgets, with Hulu and The Roku Channel next in line.Keeping in mind the dichotomy of available ad inventory versus ad placement cost and scalability, along with viewers’ increased interest in streaming TV, Glossy examined how marketers are currently investing in ad-supported streaming services. “And to be unable to transact on that at least in the nascent stages of some of these top-tier streaming networks, it’s challenging and frustrating for clients.” “We know that some of these premium ad-supported tiers that just came into the marketplace did come in with very limited and/or no targeting,” said Laurie Crowley, svp and group director of investment at Havas Media.
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Then, there are advertisers who feel a bit limited by ad options among so-called premium streamers, like Netflix, but are finding opportunities to supplement their reach and receive more favorable pricing through free ad-supported streaming services, including YouTube. However, many advertisers find the expense of buying and placing ads on platforms to be a barrier, while others are concerned with scale. In fact, earlier this year agency executives from Havas Media, Horizon Media, PMG and Tatari reaffirmed to Glossy’s sibling publication Digiday that streaming ad supply was outstripping advertiser demand. Amazon is also reportedly considering an ad-supported tier of its Prime Video streaming service. Netflix has finally joined the ad-supported streaming landscape, and so has Disney+. Ad inventory isn’t the problem for ad-supported streaming services, as advertisers are seemingly awash in streaming ad inventory.
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