Thinking

As advertisers are tired of the same old media mix, costly tv ads, ongoing social media regulations and restrictions and the upcoming third-party cookie demise, there is opportunity to explore how and where to reach target audiences in new ways.

Meanwhile, on a new block with not so new kids, increased streaming consumption, recent news regarding Netflix, CNN+ and other streaming services has advertisers shifting gears. Could streaming ads be the way to easy street? Perhaps. Here’s why companies should explore new inventory and placements with streaming ads. 

  1. Streaming services with new ad options 

As Netflix stock goes down (about -$100 per share after its recent earnings report), with a 200,000 decrease in subscribers, layoffs, increased competition and Russia-related implications, their new needs to drive increased revenue have surfaced. Netflix’s long-avoided pressure to allow ads in-turn looms. 

Advertisers will soon be able to reach this untouched subscriber audience of 222-million (plus ~100-million more users) on the platform in a new (and inevitably shiny) way. Prices for Netflix ads will likely start high, but that is typical for new, early-stage, ad products. Additionally, if Netflix’s content remains high-quality, their audience, and now ads, will inevitably do the same. 

  1. More ad opportunities on streaming services & apps with little to no subscription cost

As we’ve learned with the recent, abrupt, start and stop of new streaming services like CNN+, which didn’t make it after only garnering 150,000 subscribers in its first-two weeks, people don’t want to pay more for streaming services. 

Enter more advertising opportunities. Even CNN says it will now instead offer more, free, ad-supported content instead of making politically affiliated and interested viewers pay out of their own pockets to watch. Ads over subscription costs will be the name of the Netflix (and Disney+) game too. Ads will outnumber streaming subscription costs at the end of the day. 

  1. And don’t forget ads on other established streaming platforms 

Leading streaming players such as Amazon, Hulu and YouTube that already have mass audiences are hungry for a bigger, less expensive, piece of the streaming pie. They will in-turn continue to follow the above trajectories (ads over subscription costs) too. 

They already have droves of advertisers, with many anxious to test drive if they haven’t already and CTV technology and vendors making it seamless to reach target audiences across many prominent streaming platforms. Amazon, Hulu and YouTube will only proceed to build on their Big Tech bases to become even more viable, ad-supported, streaming services. Roku has additionally recognized the need to improve its ad data to enhance its ad product as the revenue stream grows.

Companies should ultimately take advantage of the streaming wars as audiences, brands, consumers and streaming services alike advance toward more options in the wonderful world of advertising. 

Rachel Winer is SVP Digital at ROKK Solutions.

According to recent research from Lindsay Singleton at ROKK Solutions and Penn State Smeal College of Business, those under 45 take environmental, social and governance issues more seriously than their older counterparts, regardless of political affiliation. Thus, with more and more societal issues becoming political, it’s imperative for all organizations to have a communications plan in place prior to an impending social threat. To view this lively conversation with communications experts from McDonald’sIMPACT ROI and ROKK Solutions and learn how to create a framework for determining when and how to respond to social threats, click here.

You know the lawmakers you need to reach. Outreach has begun. But who do they trust for advice and perspective? And how do you reach those people with your messages as well? Reaching your target audience through earned media is important. But influencing can happen on several levels. To truly break through the clutter, and reach a wider audience, you need to pair hardworking earned media strategies with paid media. Our latest video tells you why.

The op-ed is placed, your thought leaders were quoted in the news twice last week… now what? Reaching your target audience through earned media is important. But there’s more to be done. To truly break through the clutter, and reach a wider audience, you need to pair hardworking earned media strategies with paid media. Our latest video tells you why.

Will the Biden administration’s unfinished agenda be enough to carry Democrats through the midterms? Stagwell Chairman and CEO Mark Penn joins ROKK Co-founding Partner Ron Bonjean for a discussion on the dynamics shaping the 2022 vote, as part of Barron’s webinar A Better Economy: Inclusive Recovery.

Watch the replay here.

It’s a new year, 2022 is here and that means we are getting closer to the anticipated 2023 demise of third-party cookies. This is how the internet tracks and shows certain ads to target audiences across different websites. 

While third-party cookies serve an important role in getting the right information to the right people at the right time, when they go away digital advertising will be here to stay and optimize towards first-party data sources- even on Google and Facebook ads.

Senior Vice President Rachel Winer shares her five tips for starting to optimize digital ad spend here.

What do communicators and firefighters have in common? Both need to be crisis experts. Communications Assistant and volunteer firefighter Mike Marinella reveals how organizations can take some of the proven strategies from the firefighting playbook when handling crises. Read more here.

Searching for the big takeaways of new data from Pew Research on U.S. consumers social media habits? Senior Vice President Rachel Winer shares her short list—and what it means for communication—here.

Although it has many different uses, at its core ESG forms the foundation of a company’s social responsibility and can be used as a measure of their commitment to it.

With the rising expectations for companies to create a positive impact on society from a variety of stakeholders and brands increasingly taking public stands on critical societal issues, understanding ESG is more crucial now than it has ever been. Yet, there is very little understanding of how views of ESG correlate to political beliefs. This report seeks to clarify public opinion on ESG issues across party lines, the impact of these efforts on constituent behavior, and how corporations can use ESG efforts to more effectively engage with stakeholders to advance public policy goals. Insights gained from this study provide surprising evidence of the bipartisan support for ESG efforts. 

Download Across The Aisle: Unlocking the Bipartisan Power of ESG to see what we found, and how it can apply to your organization.

Pitching is an art, and Vice President John Brandt is an accomplished artist- and communicator. Get his tips for artfully crafting a pitch that gets coverage in this article posted on LinkedIn.