LONDON – In the age of increasing social media usage, streaming platforms are facing a challenge in retaining viewer attention.
Although they might be considered rival media, Nicole Scaglione, Global VP of CTV/OTT & Online Video at PubMatic, believes that streaming platforms can learn from social media to maintain viewer engagement.
So, how can streamers and advertisers maintain viewer engagement in this day and age?
Developing great content
According to Scaglione, one of the foundational things that streamers do better than anyone else is develop high-quality content. “Content is what brings viewers to a streaming platform. And what’s it’s part of what keeps viewers on a streaming platform,” she said.
However, streamers can learn from the creative executions that are becoming more familiar to users on social media, said Scaglione in this video interview with Beet.TV at The Future of TV Advertising Global.
Ad formats: This includes serving vertical ads on mobile devices that resemble social videos, even if they are served on a streaming platform.
Content familiarity: As viewers become more comfortable with influencer content on social media, streamers can consider incorporating similar elements into their own content offerings, Scaglione added.
Providing a seamless ad experience
In addition to developing great content, streamers can also retain viewer attention by providing a seamless ad experience.
Scaglione noted that this is another area where streaming platforms excel.
By ensuring that ads are well-integrated and do not disrupt the viewing experience, streamers can keep viewers engaged and on their platform, she explained.
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