From linear to on demand: The winners of media in 2024

As the media landscape keeps shifting, streaming TV and audio are becoming the go-to platforms for digital marketing. These channels are rewriting the playbook for how brands connect with people, offering precision targeting, creative freedom, and instant feedback that traditional outlets like linear TV just can’t deliver. With younger audiences increasingly cutting ties with traditional media—as highlighted by their engagement during the 2024 elections—marketers are following suit, shifting budgets to streaming platforms to stay relevant and impactful.

WHY ON-DEMAND AUDIENCES ARE TAKING OVER

Let’s face it: today’s audiences want content their way. Services like YouTube, Spotify, Netflix, and Hulu enable curated experiences, skipping what doesn’t click and diving into what does. This trend, driven heavily by younger demographics, isn’t just about convenience—it’s about control. The 2024 elections provided a clear snapshot of this shift. Young voters, for example, leaned into digital platforms to stay informed, leaving traditional media in the dust.

For marketers, this means rethinking the old playbook. Streaming platforms allow campaigns to be tailored to what audiences care about most. Whether it’s a quick ad during a podcast or a compelling video on a streaming TV show, hyper-targeted messages ensure a direct connection to your audience—and that’s what drives engagement.

HYPER-TARGETING: HITTING THE BULLSEYE

One of the perks of streaming platforms is hyper-targeting. By tapping into data like viewing habits, listening preferences, and even geolocation, brands can deliver campaigns that feel personal. And let’s be honest, a personalized ad is way more likely to get someone’s attention than a generic one.

Imagine a fitness brand targeting health-focused millennials with ads on a Spotify workout playlist. Or picture a luxury carmaker showcasing its latest model to affluent viewers catching up on their favorite drama series on Hulu. These tailored campaigns are not just more noticeable—they’re more effective because they hit the right audience at the right time.

CREATIVE FLEXIBILITY: BREAKING OUT OF THE BOX

Streaming platforms let marketers get creative in ways that weren’t possible before. Gone are the days of rigid 30-second TV spots. Now, brands can experiment with different ad lengths, formats, and even interactive elements to stand out.

Spotify’s “Sponsored Playlists,” for example, let brands align with specific moods or activities, like “Chill Vibes” or “Workout Hits.” On the streaming front, platforms like Hulu offer interactive ads where viewers can pick their ad experience or engage directly through their remotes. This kind of creativity doesn’t just grab attention—it creates memorable experiences.

REAL-TIME INSIGHTS: ADAPTING ON THE FLY

Data is everything these days, and streaming platforms excel at delivering it. Unlike traditional media, where metrics take ages to roll in and often lack depth, streaming gives marketers real-time insights. You can see impressions, clicks, and conversions as they happen and tweak your campaigns on the go.

This agility is a big deal in today’s fast-paced world. If something isn’t working, you don’t have to wait weeks to adjust. You can pivot in real time, making sure budgets are aligned with strategies that work. It’s a smarter, more efficient way to market.

SHIFTING BUDGETS: FOLLOWING THE AUDIENCE’S LEAD

As younger audiences ditch traditional media, ad dollars are following them to streaming platforms. The 2024 elections underscored this trend, with digital platforms playing a pivotal role in shaping younger voters’ engagement, as mentioned above. Unsurprisingly, industries targeting these tech-savvy consumers—like gaming, fintech, and direct-to-consumer brands—are doubling down on streaming.

Even more traditional industries, like automotive and healthcare, are catching on. They’re reallocating their budgets to streaming platforms, recognizing that this is where the attention—and action—is.

Of course, no opportunity comes without challenges. The streaming landscape is fragmented, making it tricky to manage campaigns across multiple platforms. Plus, as demand for ad space grows, costs are climbing.

But challenges also beget solutions. Programmatic advertising is making it easier for brands to navigate this complexity, automating the ad-buying process and optimizing resource allocation. Partnerships between streaming platforms and data providers are also enabling even more precise targeting and measurement, ensuring that every dollar counts.

Streaming audio and TV aren’t just trends; they’re the future of marketing. These platforms let brands connect with audiences in authentic, impactful ways. By leveraging hyper-targeting, creative flexibility, and real-time insights, marketers can craft campaigns that drive results.

In a world where audiences are in control, giving them what they want, when they want it, is no longer optional. Streaming platforms are the “it” channel for this new era. The question isn’t whether marketers should embrace streaming—it’s how fast they can adapt to the shift.

Original (Referring) URL: https://www.fastcompany.com/91266117/from-linear-to-on-demand-the-winners-of-media-in-2024