Today, the beauty industry capitalizes on TV streaming platforms. In the early stages, advertising for direct-to-consumer companies saw quick growth using platforms such as Facebook, Instagram, and Google.
This lower-funnel marketing tactic focuses on customer conversion, rather than brand awareness. With DTC brands expanding and customer acquisition costs rising, brand awareness has become a more attractive and widely-adopted marketing strategy.
With a brand awareness focus, the shift to streaming ads has allowed brands to rethink their marketing funnel. Brands in today’s beauty industry are focused on creative content that transitions easily to video ads. While social media platforms are high channels for video, the view time is low. Whereas, streamlined services, Hulu, Roku, and Vudu, distribute longer ads with an attentive audience.
Both mass distributors and emerging brands find streamlined services are prime platforms to spread their brand’s story to an engaged audience. With the ability to exist across numerous platforms and provide premium content, the shift in OTT and Connected TV advertising has become an optimal choice.
Likewise, there are several factors that brands find more attractive when shifting their ads from Linear TV to Connected TV. This shift offers smaller budgets and high efficiency, therefore allowing a smaller brand to make the impact of a television ad. The metrics are similar to social data and have retained focus on conversion rates. In this way, performance marketers find it easier to digest over linear TV’s focus on gross ratings. TV streamlining can also target specific demographics and psychographics. With this precision and efficiency, brands can target and retarget their audiences and identify prospective customers.
Adopting these platforms as a marketing channel provides an opportunity for beauty brands to reach their targeted audience. As this marketing strategy matures, the opportunity for streamlined TV ads will become more advanced and valuable.