Streaming’s seismic shift: How video killed campaigns and changed the game

An accelerated pace of change and an increase in expectations

Consumers now have access to any program at almost any time, thanks to streaming services like Netflix, Hulu, and Amazon Prime Video. This means that marketers need to be more agile and responsive than ever.

In 2022, consumers in the United States watched an average of 195 hours of streaming video per month, compared to 169 hours of traditional TV. This increase in exposure to media means that consumers see more brands, and they expect the same level of service or innovation from all brands.

The result? A world of perfect competition – which in turn lifts expectations of brands. Brands must be relevant, engaging, and ready to respond to real-time consumer needs.

The erosion of traditional boundaries

The shift to streaming blurs the lines between different marketing disciplines. Video is now used for both brand-building and product sales. A study by Cisco found that 82% of marketers use video for brand building, and 79% for product sales. This means that marketers need to have a broader understanding of video and how it can be used to achieve their goals.

The shift to streaming is also having an impact on the way that budgets are allocated. Previously, marketers could reach a large audience with a single television ad. Now, it takes an entire video campaign across multiple channels to reach the same audience.

As the boundary between brand and performance erodes, so do internal roles. Research by Gartner found that chief financial officers now play a role in setting marketing budgets for 60% of companies. The chief information officer, meanwhile, now influences how campaigns are measured, which data is captured, and how that data is shared across partners.

The death of the campaign – and rise of the brand platform

The traditional campaign model is no longer effective in the streaming era. A study by Edelman found that 72% of marketers believe that brand platforms are the most effective way to connect with consumers. Consumers are bombarded with ads from all sides, and they are likelier to remember brands with a strong presence across multiple channels.

This is why brands are increasingly focusing on building brand platforms. Brand platforms are a collection of assets and experiences that help brands connect with consumers on a deeper level. More is needed for a brand to create a handful of investments and run those across a few media channels. Brands now need thousands of assets that speak to many different micro-segments and are designed to work within the context of other formats, channels, and media vehicles.

The new paradigm

As new rules emerge – resulting from changes in the video landscape – there are a few things brands should keep in mind as they work to stay ahead of the competition.

First, agility and responsiveness are key. Consumers expect brands to be able to keep up with the fast pace of change. This means that marketers need to be able to pivot their strategies and adapt to new trends quickly.

Second, couple all that with relevance and context. Consumers want brands to provide content that is relevant to their interests, and that they find engaging. This could include video content, blog posts, social media posts, or interactive experiences.

And, third, invest in brand platforms, not campaigns. Brand platforms are a more effective way to connect with consumers in the streaming era. Marketers should invest in building brand platforms that provide consumers with a consistent and engaging experience across all channels.

This approach is most evident with younger brands which have taken a fresh approach to selling products. By going direct-to-consumer many of these have established a brand from the bottom up. They understand that brand and performance are one and the same, and, by leading with optimization, they’ve built agility into their processes. They’ve avoided silos by never building them in the first place.

The shift to streaming is a powerful example of how the rapid digital transformation has changed the foundation of marketing, building new principles, creating new rules, and paving the way for new levels of innovation.