The removal of third-party cookies may drive advertisers toward TV instead of traditional channels. As the popularity of streaming services continue to grow, there are more innovative ways to generate ad revenue with product placement. In addition, users are increasingly becoming more “ad blind”, so companies are searching for revenue opportunities that have a more seamless user experience.
1) When users watch a show on one of the streaming platforms, there could soon be an option to purchase an outfit that one of the characters is wearing, without ever leaving the app. This would capitalize on viewers who are fans of a show and would then search for the outfits after an episode.
2) Another similar option is shoppable ads, so products can be sold directly from the ads. Shoppable ads lets e-commerce advertisers create a seamless, measurable journey from when the user first views the ad to purchasing the product.
3) An interesting alternative is an “in-scene” ad. TV shows could have a custom solution for brands to advertise at just the right moment for a personalized message to the user. Post-production, the streaming service could integrate a brand’s product into the show.
These types of ads can help businesses increase their conversion rate, simplify the buying process, and make it easier to track and sell the product directly from each platform. For example, initial beta testing has shown a 6.9% increase in favorability and a 14.7% increase in purchase intent attributable to a Virtual Product Placement campaign. While the technology is still new, the results are promising.
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