Brands from beauty to bedding are increasingly dipping their toes into streaming advertising as they compete for consumers’ attention.
Cakes Body, a nipple cover brand, is airing its first-ever streaming ads on more than 15 apps, including Max and Paramount+. Meanwhile, the hair-care brand Odele ran its first streaming ads this year in June and August. Mattress company Saatva began running TV ads a few years ago but ramped up its streaming spending in January after seeing the channel have a high response rate.
Big brands have run commercials on linear TV for decades, but small brands usually skipped out because campaigns were expensive and difficult to track. When streaming broke through, it allowed these brands to be more targeted in their approach. Until recently, however, there wasn’t enough supply. That started to change as more services, like Paramount+, introduced ad-supported plans in 2021, while Disney+ and Netflix did the same in 2022. In 2023, Amazon began selling ads for Thursday Night Football, and in January, it announced that Prime Video watchers would start seeing ads by default when watching content. Now, Amazon is offering more ad spots for 2025. It’s likely Amazon’s competitors will soon follow.
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