Streaming Platforms Take to the Big Screen with DOOH
Published: October 8, 2021
The fall is making its first debut of 2021 in the northern hemisphere; with the changing weather comes pumpkins, fall foliage, and TV show premieres. But not so much on PA (cable/satellite) TV anymore. A plummeting trend of around four million Americans a year are cutting the cable cord and opting for over-the-top (OTT) services. Why?
Because streaming platforms are meeting consumer needs with endless options, not to mention, most live channels like sports and news are moving to Youtube TV and Sling TV with no contracts, so you can cancel whenever you want.
OTT services have become a popular business platform with $50 billion in market size in 2020 and are expected to expand at a compounded annual growth rate of 21.0% from 2021 to 2028. However, it isn't all fun and games. According to Variety, the competition is ramping up in Q4 as streaming services such as Netflix, Disney+, Apple TV+, and more are operating at full strength to catch up to production delays the pandemic caused over the past 18 months. And as Wall Street knows, nothing moves the needle like a TV show or movie that gets as popular as, say, Netflix's recent hit "Squid Game."
More so, subscription services came out victorious during the pandemic. According to Conviva, 44% of Americans spent more time streaming videos in the fourth quarter of 2020 than the previous year. But the streaming services sector is feeling the heat as people return to reality.
With this in mind, the fourth quarter of 2021 is the time for streaming services to differentiate from the competition while keeping their brand top of mind with digital out-of-home (DOOH) advertisements.
OOH ads are captivating audiences on unmissable large-formatted screens. And the best part is 81% of respondents indicate that they engage with an OOH ad messaging at least some of the time, with 40% indicating that they are highly engaged, according to Nielsen. While OTT services cannot advertise on other streaming services, OOH is the best approach to showcasing their new TV shows and movies while keeping audiences engaged. Therefore, OOH carries enormous marketing success to the media mix.
As reported by Simmons, nearly 8 in 10 people who have used any video streaming service in the past 30 days have noticed an OOH advertisement, with 77% of Hulu viewers reporting they have noticed an OOH ad in the past 30 days. Hulu took notice of these statistics and partnered with Firefly to create a first-of-its-kind holographic campaign to promote the reboot of Animaniacs across Los Angeles and New York on top of taxis and rideshare vehicles during the show's premiere weekend.
Incorporating programmatic to out-of-home can make brands’ advertisements much more dynamic, interactive, and enjoyable. For example, HBO Max launched a DOOH campaign using augmented reality to promote its new TV show, Watchmen, around bus shelters in West Hollywood and New York City. The immersive experience featured a heavy downpour of AR squids over the city streets with a countdown to the series premiere of Watchmen on HBO. The AR advertisement assisted in attracting viewers to the new show, with 1.5 million viewers on opening night.
OOH can be cohesively added into any marketing mix. It could be as easy as adding a QR code or memorable hashtag onto the larger-than-life ad. For instance, Netflix launched a campaign for the Marvel show Daredevil, including massive hashtags on each of the top 3 character images, #Elektra, #Punisher #Daredevil — a move encouraged by Netflix with a “Join the Fight” message. Fans of the show were asked to vote for their favorite on Twitter. The characters with the highest vote would visibly 'damage' the remaining characters' billboards every two days, such as bruises, bullet holes, or slash marks. The billboard battle could change in a matter of days, with one of the characters possibly getting back at the other. This campaign was an excellent way for the fans to participate outside of the 13-episode show while integrating social media with OOH.
As the pandemic cools down and tv show season ramps up, it is time for streaming services to utilize DOOH to reach audiences and generate buzz while differentiating against the competitors. And with the video streaming library constantly being updated with new shows and movies, OOH is the perfect platform for unmissable advertisements on larger-than-life screens. So what are you waiting for? Our team of DOOH experts is prepared to help at no charge to you! Contact us at concierge@adomni.com.
Written By: Julia Cramer
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