Streaming advertising: What is it actually?

The term streaming advertising (often also called connected TV or CTV) refers to the display of video ads within digital content that is streamed via the Internet. Streaming & Media Strategy

“The special feature: The advertising is not linked to a fixed broadcasting schedule, but to the individual user.”

Stephan M. Czaja, Social Media One

Thanks to state-of-the-art data analysis, we know who is sitting in front of the screen and can adapt the ad accordingly. This is performance marketing on the big screen.

Commercials without zapping away: The “lean-back” experience

One of the biggest advantages of streaming advertising is its high level of acceptance. As many ad-financed subscriptions are significantly cheaper, users accept short, relevant ad breaks. Unlike on the web, where ad blockers or fast scrolling make ads invisible, in streaming the ad is usually viewed in full. The completion rate here is often over 95%. In combination with marketing consulting, we develop concepts that utilize precisely this undivided attention.

• Pre-roll: Advertising before the start of the movie
• Mid-roll: Short interruptions in the middle
• Pause ads: still images when the user pauses the movie
• Interactive overlays: direct purchase via remote control
• Sponsorship of entire series marathons

Netflix, Disney+, Paramount+ & Co.

The presence on Netflix, Disney+, Paramount+ & Co. is a game changer for your branding. It is fundamentally different from traditional TV advertising, which is often only perceived as background noise. Compared to radio advertising or large-scale OOH (Out of Home) advertising, streaming offers the opportunity to place interactive and highly personalized video ads directly in the living room of your target group. As an agency, we control your campaigns with pinpoint accuracy to achieve maximum impact.

Targeted advertising instead of broadcasting schedules:

Sports events and live streaming

Live sport is the last great bonfire of media consumption. When millions of people watch a top game at the same time on platforms such as DAZN or Amazon Prime, enormous advertising opportunities arise. Here we combine streaming ads with advertising at sporting events. Whether through digital overlays during the live broadcast, classic spots during half-time breaks or stadium advertising captured by the cameras – the visibility is huge.

Event sponsoring in the digital age

Strategic event sponsorship in the streaming sector makes your brand the official partner of the fan experience. This creates an emotional bond that purely functional advertising cannot achieve. We coordinate the placement of your brand in an environment that breathes passion and loyalty. This can be perfectly flanked with UGC content on social media to extend the fan experience.

Targeting: Surgical precision

The biggest lever in streaming is targeting. We don’t just book “airtime”, we buy “audiences”. Do you want to reach young families who are interested in sustainable furniture? Or technology enthusiasts who are looking for a new smartphone? Linking first-party data from streaming services with your own store data (e.g. from the email funnel) creates a highly efficient approach.

TV streaming vs. traditional TV

While traditional TV often works according to the “watering can principle”, TV streaming allows granular targeting. We can target campaigns according to zip codes, household income, interests or even previous purchasing behavior in the e-commerce sector. This reduces wastage and massively increases the ROI of your advertising spend.

• Geo-targeting at neighborhood level
• Behavioral targeting (interests & hobbies)
• Contextual targeting (suitable for the movie genre)
• Retargeting of website visitors to the TV
• A/B testing of different spot versions

Streaming services & costs

The costs for streaming advertising are more flexible than many people think. Instead of rigid fixed prices, we often work with the CPM model (price per thousand contacts). This means that you only pay for actual impressions. Prices vary depending on the platform, exclusivity of the content and depth of targeting. As an agency, we negotiate with the major networks on your behalf and ensure the best prices.

Example: Campaign budgeting

Even with moderate budgets, impressive results can be achieved in streaming, as the quality of the contacts is significantly higher than with short social media clips. A well thought-out Google Ads strategy also catches the search queries that arise when users have seen your ad on TV.

• Exclusive access to premium inventory (Blockbuster)
• Transparent billing according to impressions
• Scalability from local to national
• Complete control over the frequency (frequency capping)

Spot production for the big stage

A streaming commercial must be of high quality. It runs between Hollywood productions and must not look like a cheap advertisement. Our photo and video production experts create spots that are visually impressive and at the same time use the sales psychology of modern marketing. We make sure that the content can also be adapted for YouTube Ads or TikTok Ads.

Synergy with social media & performance

Streaming advertising unfolds its greatest power in combination. A user sees your ad on Disney+ during a family evening. The next day, they are reminded of the product by Instagram ads on their smartphone. This multi-touchpoint approach ensures an enormous increase in the conversion rate. We link these channels to create a seamless customer journey.

Retargeting to the TV screen

Did you know that we can target users who have visited your store with a spot on their next streaming evening? This cross-device retargeting is one of the sharpest weapons in modern marketing. It strengthens branding and drives users back into your sales funnel.

Streaming Advertising Agency & Contact

Why choose Social Media One as a partner for your streaming campaigns? As an advertising agency, we are always “cutting edge” thanks to our numerous cases and own brands in the double-digit million range. We first test new formats ourselves before recommending them to our clients. An agency not only saves you time in the complex planning and booking process, but also optimizes your costs through professional media buying and technical expertise.

Ready for the big screen? Let’s bring your brand into the living rooms of your target group together.

• Contact agency
• TikTok strategy for video synergies
• Webpush as a supplement to the video impulse

What is a paywall?

A paywall is a digital barrier that restricts access to online content and forces users to pay for access. You’ve probably tried to read an article on a news website only to be prompted to subscribe after a few lines. This is exactly what a paywall is. It is used by publishers and media houses to generate revenue while funding high-quality journalism.

How does a paywall work?

• Access restriction: Users only see part of the content and have to pay to read the rest.
• Different models: There are hard, soft and metered paywalls (metered = measured).
• Use on websites: Mainly on news portals, magazines and specialized websites.

Types of paywalls

• Hard paywall: All content is behind a barrier. Only subscribers have access.
• Soft paywall: Some content is free, some only for paying users.
• Metered paywall: Users can read a limited number of articles per month for free before they have to pay.

Why use a paywall?

A paywall helps publishers and media companies to monetize their content without having to rely solely on advertising revenue. For you as a reader, a paywall often means access to high-quality and exclusive content that is not otherwise available. Compared to models such as pay-per-view (PPV) or pay-per-article, a paywall offers the opportunity to generate regular revenue and build long-term customer relationships.

Comparison with other models

• Advertising: Free access for users, but dependent on advertising revenue, which can fluctuate.
• Subscription: Regular income, access to all content, no paywall.
• Pay-per-view (PPV): One-off payment for access to exclusive live events or content, often more expensive per event, but with no long-term commitment.
• Pay-per-article: You pay for individual articles instead of for the entire access.

Important KPIs for paywalls

In order to evaluate the success of a paywall, certain KPIs are decisive:

• Conversion rate: How many users switch from free to paid content?
• Retention rate: How many users stay with a subscription after the first month?
• ARPU (Average Revenue Per User): The average revenue per user.
• Churn rate: The proportion of subscribers who cancel their subscription.
• LTV (Lifetime Value): The value of a customer over the entire period of its use.

Calculation example: Costs for a paywall

Suppose you regularly read articles on a news website:

• Paywall: A monthly subscription costs €10. For regular readers, this is cheaper than individual purchases.
• Pay-per-article: Each article costs €2. If you read five articles a month, you also pay €10.

A subscription is often cheaper for frequent readers. For occasional readers, it can be cheaper to pay for individual articles. The pay-per-view model, on the other hand, offers a flexible payment option for one-off content, such as live events, while paywalls are more suitable for regular readers.

This is a paywall

A paywall is an effective method of monetizing digital content and offers publishers a way to finance independent journalism. It is particularly attractive to users who want to read high-quality and exclusive content on a regular basis, but can be a deterrent if access is too restricted. It is important to monitor the right KPIs to measure and adjust the success and profitability of a paywall strategy.

What is pay-per-view?

Pay-per-view (PPV) is a payment model where you only pay once for access to special content, such as sporting events, concerts or films. Unlike subscriptions such as Netflix or Amazon Prime, you only pay if you want to watch a specific event or program.

The model is primarily used for live events such as boxing matches, UFC fights or wrestling in order to monetize exclusive content.

How does PPV work?

• Payment per event: One-off costs for access to special content.
• Exclusive broadcasts: Often used for live events that are not included in subscriptions.
• Easy access: Available via TV providers or online streaming platforms.

Why use PPV?

PPV is ideal if you only want to pay for content that really interests you. It offers flexibility and the advantage of not being tied to a subscription. For providers, it means direct revenue without long-term customer commitments.

Comparison with other models

• Subscription: Monthly payment, unlimited access, no exclusive events.
• On-demand purchase: Similar to PPV, but content is often available for longer.
• Paywall: Access to articles or videos only for paying users; often in the form of subscriptions or per article.
• PPV: Higher price per event, but no recurring costs.

Sample calculation: How much does PPV cost in comparison?

Imagine you want to watch three sporting events a month:

• Pay-per-view (PPV): Each event costs €20. For three events you pay 60 € per month
• Subscription (e.g. DAZN): €30 per month for unlimited access to many events and content
• Paywall (e.g. articles): One article costs €2. For ten articles per month you pay 20 €

If you watch regularly, a subscription can be cheaper. But if you only want to watch one or two specific events, PPV offers more flexibility and potentially even savings because you’re not paying for unused content. With paywalls, you only pay for the specific content you want to consume, which is an alternative to PPV for other types of content.

That means pay-per-view!

PPV is ideal for occasional viewers and fans of exclusive live events. It allows for targeted spending without a long-term commitment, but can be expensive if you consume content regularly. A subscription could be more cost-effective in such cases. Paywalls, on the other hand, offer a flexible payment option for text-based or multimedia content and complement the PPV model in the digital monetization landscape.