Linear TV's traditional counterpart, Live Streaming, requires more than just a straightforward broadcast.
Streaming Platforms Set to Revolutionize Live Advertising
Streaming services are poised to surpass linear TV in live advertising, offering advertisers a more interactive, data-driven, and engaging experience. According to industry reports, 58% of buyers expect streaming platforms to deliver capabilities beyond what linear TV can offer [1].
One key enhancement that advertisers prioritize is incremental audience reach. Nearly half (44%) of advertisers anticipate streaming platforms to extend their reach beyond what linear TV can deliver [2]. This opens up new opportunities for brands to tap into viewers who do not traditionally tune into cable or broadcast television.
Another priority is real-time contextual targeting. Over four in ten advertisers (43%) seek the ability to deliver ads tailored dynamically to viewers’ context during live streams, improving relevance and effectiveness [2]. This feature allows for messages to be tailored on the fly based on live content metadata, ensuring ads remain engaging and timely.
Interactive and shoppable ads are also high on the list of priorities. Approximately one-third (38%) of advertisers prioritize ads that viewers can interact with, such as shoppable elements, which create direct engagement and revenue opportunities [2][3].
Streaming platforms are also expected to offer second-screen interaction and tie-ins. About 38% of buyers see value in synchronized experiences across devices, boosting engagement via additional content or interaction on mobile or web [2][3].
Unique interactive experiences are another area where streaming platforms aim to differentiate themselves. One-third of buyers want novel interactivity beyond what linear TV offers, such as live polls, Q&A, gamification, and on-screen purchases that increase viewer involvement and monetization [3][4].
In terms of features prioritized in live streaming partners, advertisers and buyers look for platforms that support real-time engagement features like polls, Q&A, gamification, and in-stream purchasing [3]. Ease of use and the ability to stream broadly without high infrastructure cost are also important considerations [1].
Detailed analytics and reporting are essential for informing ad strategies. Insight into user behavior, demographics, and engagement metrics is highly valued [1][3]. There is also an increasing demand for biddable inventory and tools for internal teams to manage connected TV (CTV) ad campaigns in-house, emphasizing flexibility and control [4].
Despite the push for self-serve tools, over 80% of buyers still want direct human assistance from sell-side partners to optimize campaigns [4]. The use of AI to create multiple ad versions, adapt creative styles, and improve contextual relevance is also becoming increasingly important for advertisers [4].
Brands that embrace advanced targeting, interactivity, and real-time insights in live streaming can differentiate themselves in a crowded marketplace and drive stronger business outcomes. The Insider's Handbook: A Complete Guide for Brands to Twitch Streamer Partnerships is available for checkout.
Testing interactive executions during non-traditional broadcasts, such as award ceremonies, product unveilings, industry webinars, or cultural livestreams, can uncover untapped segments and gather richer behavioral insights. Implementing real-time performance dashboards can enable proactive budget reallocation and rapid creative tweaks, ensuring campaigns maintain peak efficiency.
Expanded event types, including award shows, e-commerce launches, and VR concerts, offer chances to reach niche audiences with bespoke experiences. Real-time reporting is a top expectation for live streaming, with 41% of advertisers seeking immediate metrics to optimize pacing and budgets mid-stream.
Interactive content/ads, such as shoppable overlays, swipe-up links, poll widgets, and social-share prompts, can boost engagement and capture first-party data. The Twitch Trials New Ad Format aims to keep streams uninterrupted, while Interactive Storytelling is another trend, transforming passive viewing into direct response opportunities through shoppable overlays, live polls, and other interactive elements.
Data-driven engagement is a trend in the streaming industry, allowing streaming platforms to surface second-by-second viewer signals for refined targeting and creative in real-time. Overall, streaming platforms are not just a cheaper and more flexible alternative to linear TV, but also a means to deliver more interactive, data-driven, and engaging live ad experiences.
- To boost engagement and tie revenue opportunities directly to ads, 38% of advertisers prioritize interactive and shoppable ads on streaming platforms.
- Advertisers aiming to differentiate themselves on streaming platforms seek unique interactive experiences, such as live polls, Q&A, gamification, and on-screen purchases, adding novel elements beyond what linear TV offers. (33% of buyers)
