Headline: Studio71 Bridges Gap Between Traditional Ads and Creator Content
In an ever-evolving media landscape where the distinction between traditional television and digital content continues to blur, digital media company Studio71 is poised to reshape advertising practices with its new connected TV (CTV) ad product. This innovative offering allows brands to run creator content alongside traditional 30-second ads on popular streaming platforms such as YouTube, Amazon Freevee, and Roku. With the rising popularity of ad-supported streaming services, the time is ripe for brands to rethink their strategies and embrace the flexibility of creator-driven advertising.
The Rise of CTV and Creator Content
According to eMarketer, an impressive 52.7% of the U.S. population is expected to subscribe to streaming services with ads this year, a statistic that underscores the growing demand for digital content. In response, Studio71 reports that its CTV viewership surged from 11% to 26% over the past five years, reflecting a significant shift in audience behavior. The company’s new ad product, which began beta testing in the summer and has now been globally rolled out, aims to meet the needs of traditional media buyers looking to tailor their campaigns based on specific platforms.
“We’re seeing more than 50% of our ad impressions consumed inside the living room,” stated Matt Crowley, co-CEO of Studio71. “With the new product, we can serve 15-second shorter forms as well as longer, non-skippable ads that are more suited for a CTV environment.” This shift represents a larger trend where advertisers are increasingly leveraging creator content in their campaigns, enhancing the viewer experience while also maximizing their reach.
A Broadening Audience
In recent data compiled by Studio71, platforms including YouTube, Roku, and Amazon collectively generated hundreds of millions of hours in watch time over the past month. The company anticipates that its new offering will access a staggering 139 million monthly active viewers in the U.S., equating to nearly half of the nation’s video audience, based on ComScore’s Metrix Multi-Platform Report. The collaboration with well-known brands like Lego and Disney exemplifies the diverse range of advertisers eager to tap into this expanding audience.
Investing in Original Creator Content
Beyond simply functioning as an advertising platform, Studio71 also emphasizes content creation. The company produces thousands of original videos for its own channels and numerous creator channels, supporting more than 1,800 unique content creators. Additionally, Studio71 is prioritizing a diverse programming slate that mirrors traditional television. Shows such as “Ghost Files,” an unscripted paranormal series, and “HeavyDSparks,” featuring automotive builds, showcase the potential of creator content resonating with fans while providing brands with platforms to advertise.
As the landscape shifts, YouTube recently enhanced its TV app with more interactive features and is also expected to offer more creator-centered functionalities. This competitive push coincides with the increased interest from brands in utilizing creator content, especially as advertisers recognize the engagement potential inherent in influencer marketing.
The Challenges Ahead
Despite the potential benefits, challenges remain. Kari Bliss, director of campaign success at influencer agency HireInfluence, warns that the transition to CTV comes with financial hurdles, as the cost-per-mille (CPM) for influencer marketing is often higher than traditional ad rates. “Brands need to allocate budgets that reflect the growing value of influencer content,” Bliss explained, cautioning that a careful approach is vital for brands seeking to leverage CTV effectively.
Influencer agencies are reacting to these changes with significant investments in content studios and technology, aiming to enhance creator output. Whalar, for example, is set to launch a new division called Lighthouse, which features a physical creator campus equipped with superior production facilities. According to Kimberly Phan, senior director of measurement and analytics North America of Whalar, this initiative will help creators develop high-quality content while facilitating collaborations with tech companies eager to integrate creative material into various platforms.
A New Era of Advertising
As CTV continues to gain traction and the lines between traditional and digital media blur further, brands are encouraged to adapt and diversify their advertising strategies. The opportunity to leverage creator content on CTV not only enhances brand storytelling but also supports the growing ecosystem surrounding influencer marketing.
With the rapid transformation of viewer habits and expectations, it will be intriguing to see how this new advertising product impacts both the technology industry and consumer engagement. As creative content continues to make waves in the traditional media space, the potential for collaboration between brands and creators remains vast.
Are you ready to embrace this next chapter in digital advertising? Share your thoughts and insights in the comments below!
