What Streaming Trend Should Youtube Advertisers Be Most Aware of?

YouTube has become synonymous with disruptive, intrusive advertising. As much as viewers have rebelled by developing shorter attention spans or installing ad blockers, YouTube ads have only grown more rampant over time. But there’s a streaming trend happening that smart YouTube advertisers should pay attention to. The question then becomes: what streaming trend should Youtube advertisers be most aware of? 

What are Connected TV Devices (CTV)?

With connected TV (CTV) platforms, viewers can’t use ad blockers like they can on desktop and mobile. This makes CTV a valuable channel for advertisers to reach cord-cutters who are flocking to ad-supported streaming.

Connected TV (CTV) is a term that refers to devices that connect users to the internet and allow users to browse the internet, stream videos or music content. Playstations, Xbox, Roku, and Apple TV are examples of Connected TV Devices.

The Rise of Connected TV Devices and OTT Advertising

The streaming content revolution has reached a major milestone. For the first time, more American households watch streaming platforms rather than cable TV. According to Insider Intelligence, connected TV platforms surpassed cable in viewership in August 2022. This marks a definitive shift in how people are consuming video content.

As cable declines, CTV continues its meteoric rise. Insider Intelligence reports that CTV ad spending is on pace to outgrow every other digital ad format. While TV ad budgets have stalled, CTV ad spend is accelerating rapidly. For advertisers, the message is clear – marketers need to shift more ad dollars into CTV and optimize ads to reach the cord-cutter audience.

To learn more about Reveel’s viewer-centric advertising approach, read our in-depth article about it here!

More Users Watch Youtube on Connected TV Devices

On Youtube, nearly half of viewers are now watching on their TV screens, with that figure steadily rising. This presents a major opportunity for YouTube advertisers to engage cord-cutting audiences, especially younger demographics like 18-34 year olds who use YouTube heavily.

According to an iSpot survey, advertisers are starting to get ahead of these following trends by allocating more ad spend to YouTube TV specifically. While it still trails behind Hulu, YouTube TV ranked as the second most popular platform brand planned to increase ad budgets for in 2023.

As YouTube viewership shifts to the living room, savvy advertisers are evolving their strategies. By optimizing ads for the CTV experience, marketers can align themselves with where YouTube’s engaged audience is headed – to the largest screen in the home.

The Problem with Youtube Advertisements

YouTube has continually ramped up ads on its platform, playing into viewer ad fatigue. Video ads are constantly bombarding viewers with pre-rolls, multiple mid-rolls, and sometimes even post-rolls throughout each video. This video advertising barrage has sparked frustration amongst YouTube users because of the constant disruptions to their viewing experience.

Data shows this ad saturation may actually be backfiring for YouTube advertisers. Research revealed by YouTube indicates repetitive ads may be decreasing ROI. This highlights an important lesson – more ads don’t necessarily equal better results.

YouTube’s ad oversaturation is driving more impressions but lowering reach, according to Insider Intelligence. This is due to viewers seeing the same ads over and over. To combat this issue, YouTube launched Target Frequency globally in 2022. This tool gives advertisers more control over ad repetition to optimize campaign performance.

The launch of Target Frequency highlights YouTube’s recognition that excessive ad frequency is problematic. Maintaining appropriate ad exposure will create a better viewing experience on YouTube and lead to stronger marketing results overall.

Overlooked Streaming Platforms Offer Untapped Audiences for Advertisers on Any Budget

The CTV advertising landscape provides no shortage of options – there are many streaming services available today. While major platforms like Hulu and YouTube TV grab much of the ad spend, smaller streaming services still attract significant ad revenue.

These less-known OTT platforms can reach engaged users frequently and their ad inventory is more cost effective than many streaming services that are household names. For advertisers, this presents an opportunity to efficiently reach cord-cutters beyond just the big, mainstream OTT players.

With countless niche services catering to specific viewer interests, advertisers can zero in on the exact audiences they want to target. The breadth of the CTV ecosystem means there are tailored advertising avenues at every budget level.

Get The Competitive Edge By Advertising on Reveel

Reveel is a rapidly growing streaming service that focuses on showcasing original stories from talented up-and-coming filmmakers. With a focus on fresh voices, Reveel has built an audience receptive to discovering new content. 

This presents a unique opportunity for brands to target niche audiences on Reveel in an uncongested streaming environment. By partnering up with Reveel, brands across all industries can connect with consumers in a receptive mindset and a context focused on storytelling and creativity. 

What also sets Reveel apart is its audience-centric ad approach. Reveel aims to make ads engaging and enjoyable, not disruptive. Through highly selective ad placements tailored to individual interests, the platform prioritizes making ads relevant to viewers. 

This curated strategy keeps ad interruptions to a minimum and makes them feel more organic, not jarring. By serving each viewer ads relevant to their taste, Reveel creates positive ad experiences that feel viewer-first. For advertisers, Reveel ultimately offers access to an audience primed for discovery.

To learn more about Reveel’s viewer-centric advertising approach, read our in-depth article about it here!