Headline: Studio71 Unveils Innovative CTV Ad Product to Bridge Traditional and Digital Content
As the boundaries between traditional television and digital content continue to blur, digital media company Studio71 has announced a groundbreaking new advertising product designed to provide brands with more flexibility in reaching audiences. With a growing number of U.S. residents flocking to ad-supported streaming services, Studio71’s latest offering allows brands to run creator-generated content alongside traditional 30-second ads on connected TV (CTV) platforms, including YouTube, Amazon Freevee, and Roku.
A Shift in Viewing Habits
According to eMarketer, 52.7% of the U.S. population is expected to sign up for streaming services with ads this year, indicating a marked shift in viewing habits. As the industry evolves, the need for creators beyond social media is becoming increasingly apparent. Studio71’s co-CEO Matt Crowley emphasized this evolution, stating, “Our ad impressions are more than 50% inside the living room, with a lot of our ad dollars now being consumed on CTV.”
In the past five years, Studio71’s CTV viewership has surged from 11% to a noteworthy 26%, reflecting the growing importance of this medium for advertisers. Brands such as Lego and Disney are among the early adopters of Studio71’s new product, which integrates shorter-form ads that can easily transition from mobile devices to CTV.
Enhanced Flexibility for Today’s Advertisers
Studio71’s new CTV ad product, which underwent beta testing this summer and is now rolling out globally, allows advertisers to utilize both TV-style creatives and shorter ads. Crowley elaborated, “We’re serving shorter-form ads in 15-second length, and having the ability to serve that longer ad creative that’s forced view, non-skippable ad.” This flexibility is critical as brands seek to tailor campaigns based on different platforms, ensuring they reach their intended audiences effectively.
The proliferation of streaming options like YouTube, Roku, and Amazon is significant; together, these platforms generated hundreds of millions of hours of watch time last month alone, underscoring the potential reach for advertisers. Studio71 currently boasts access to approximately 139 million monthly active viewers in the U.S., representing nearly half of the country’s video audience, according to ComScore’s Metrix Multi-Platform Report.
A Broader Landscape for Creators
Studio71 is not just focused on advertising; its content division produces thousands of original videos across owned channels, podcasts, and apps while managing over 1,800 creator channels. Notably, Studio71 is also investing heavily in YouTube creator content, launching programming that resembles traditional TV. Upcoming shows like "Ghost Files" and "HeavyDSparks" aim to connect audiences with creators in innovative ways, with episodes airing several times weekly.
This alignment with CTV complements YouTube’s recent updates, which include enhancing its TV app with interactive features to streamline shopping checkouts and bolster creator engagement. As the platform continues to adapt and compete with major streaming services, these initiatives reflect a broader trend in the video content landscape.
Navigating Financial Implications
While the integration of CTV with creator content offers numerous benefits, it also presents financial challenges. Kari Bliss, director of campaign success at influencer agency HireInfluence, points out that influencer marketing campaigns often differ significantly in cost per thousand impressions (CPMs) from traditional CTV advertising. She noted, “CTV rates are typically higher than those for social media campaigns. Brands must ensure they have the necessary resources and allocate budgets that reflect the value of influencer content.”
This cautionary perspective rings true amidst a burgeoning investment from influencer agencies in content studios, digital out-of-home, and CTV offerings. Agencies like Whalar are opening dedicated creator campuses to facilitate high-quality content production, melding both creative talents and cutting-edge technologies.
The Future of Content Creation
As the industry continues to evolve, the thoughtful integration of creators into traditional advertising landscapes will dictate the success of campaigns moving forward. The innovative solutions offered by Studio71 are a testament to the dynamic nature of digital media, showcasing just how intertwined the future of TV and online content creation can be.
As brands navigate this new terrain, it will be essential to balance the allure of influencer content with the cost considerations that come with it. The results of these integrated campaigns promise to reshape both the marketing world and viewer experiences, opening up exciting new avenues for storytelling.
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