With pre-shows taking place this month, marketers will have the opportunity to negotiate ad slots on Disney+ and Netflix. Both SVO
To find out which brands have an affinity with selected streaming programs and their target audiences, Diesel Labs, a content intelligence company using social media and other sources, provided some insights. Diesel Labs measured audience and brand engagement percentage for several streaming programs, many of which will be available for sponsorship and/or promotional messaging this year.
Diesel Labs points out that streaming platforms know which ones accounts Watch programs, but not necessarily which people. As password sharing has become a common practice, it is unclear how many different people share an account or even a single profile. This complicates the derivation of common planning metrics such as user-level demographics and psychographics. And as a result, it’s even harder to retain viewers with brand preferences and engagement in support of effective ad placements.
“Given how quickly SVOD ad tiers and ad formats are changing, it’s important to effectively align existing media plans and audience goals with these new and evolving areas,” said Anjali Midha, CEO of Diesel Labs. Your company is working to address this challenge by tapping into the rich field of user-level engagement across all major social and video platforms to show how brand audiences intersect with the entire media landscape.
· The audience retention profile of Obi Wan Kenobi, Set to premiere on May 27 on Disney+, it’s aimed at young men. Diesel Labs reports that 65% of the audience is male and 57% is under 25 years old. Audience engagement with games is high, many of which will be released soon and are based on successful film franchises. These include Gotham Nights, LEGO Star Wars: The Skywalker, Star Wars Jedi: Fallen Order. Hogwarts Legacy and God of War Ragnarok.
· Audience engagement for Formula 1: Drive to survive which has been streaming on Netflix for four seasons, is targeted at men (68%), with 66% of viewers aged 24 and over. Viewers have shown an affinity for two product categories; imported cars and beer. Popular car models include Mercedes-Benz, Mazda and Volkswagen. When looking at beer, both Guinness and Bud Light Selzer are over-indexed by viewers.
· pachinko has just been renewed for a second season on Apple TV+. Based on a best-selling historical novel, the audience was female (59%), with 47% of viewers under the age of 25. Among the product categories, technology and service brands performed well. Top brands included Squarespace, Substack, FireTV, Slack, and Seamless.
· euphoria may return for a third season on HBO and HBO Max as early as next year. The audience profile is 59% female, with 60% of the audience being under 25 years old. Beauty products like Fenty Beauty, KVD Beauty, Make Up Forever, Covergirl, and Neutrogena are among the more engaging brands for viewers.
· Boba Fett’s book, a Star Wars-based Space Western series, debuted on Disney+ last December. Viewers had strong affinities with soft drinks such as coffee (Folgers, Maxwell House) and soft drinks (Coke Zero, Ocean Spray, and Mountain Dew).
“These SVOD, AVOD and CTV environments are much more flexible than traditional linear television, which means real-time insights into what your target customers are watching and looking forward to can be a huge asset in the planning process,” Midha assures .
Looking at it from a brands perspective, Diesel Labs found that the upcoming streaming programs with the highest engagement with Old Navy are included Fast color on Amazon Prime, a reboot of True Blood and Velma on HBO Max and on Netflix, beef and Dated and related.
For Pampers, ad-supported streaming programs expected in 2022 and 2023 include Uglies and Unfrosted on Netflix, Tiana on Disney+, and a reboot of Degrassi and Gremlins: Secrets of the Mogwai on HBO Max.
The decision to create an ad-supported tier of Netflix, Disney+ and potentially others comes at a time when advertisers are investing a larger portion of their budgets in AVOD platforms. According to MoffettNathanson, ad spend for AVOD hit $1.9 billion in the first quarter of 2022, up 63% year over year. Peacock was the growth driver, up 420%, led by the Beijing Olympics. Hulu generated the highest amount of AVOD ad revenue at $877 million (+25%).
More viewers help increase ad spend. According to eMarketer, the U.S. audience for AVOD will total 140.1 million this year and is expected to grow to 171.5 million in 2026, reaching nearly half the population.
Consumers are also willing to accept ads on streaming video platforms at a lower cost or with no subscription fee. A study by Hub Research found that 41% of respondents said they watch TV and ads for free. While 33% would pay a premium plan for ad-free content. Another 26% responded that they would be willing to pay for a streaming service that shows some ads.