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Updating Your Production Strategy for TV Media Amid Streaming Shifts

A 2022 market research report predicts that the global TV streaming market will be valued at more than $180 billion by 2027, and it’s easy to see why: Netflix, HBO Max, Hulu…it’s difficult to imagine a world without these streaming platforms. With 82%  of US households subscribing to at least one streaming subscription, adopting a new production strategy that incorporates streaming services is essential to increase ad reach and effective targeting.  

The video landscape may be more fragmented than ever before, but businesses who choose to position themselves to evolve alongside streaming technology can benefit immensely. This shift from traditional to Connected TV can be an opportunity for brands to challenge themselves and create innovative production strategies. Each new streaming platform is a new chance for businesses to reach larger target audiences. Eighty percent of Chief Marketing Officers report that they already rely on media agencies for guidance to develop effective TV buying strategies, and 44% of CMOs plan to connect with new media agency partners this year  to increase ad reach in this ever-changing TV marketing landscape.  

(spark)’s Approach to Video Production for TV Media 

Partnering with the right agency to gain insight and guidance can optimize your business’s TV media buying and production strategies. (spark) offers video production services and an omni-channel approach to allow our clients to hyper-target audiences across traditional and Connected TV services. We work hard to understand our clients’ business models and processes, explore their evolving needs and communication channels, and then work alongside our clients to provide tailored web production and optimized campaigns.  

The (spark) team recently partnered with the University of Cincinnati to develop a cinematic omni-channel ad campaign. For their new “Education Unleased” campaign, the university was searching for a bold, exciting way to connect with audiences across traditional TV, streaming services, and social media platforms…and (spark) created an epic narrative of campus experiences that connected with prospective students in fresh, new ways.

How To Update your Production Strategy for TV Media 

If you’re curious about updating your production strategy for TV media, there are a few key factors to set yourself up for success. Here are (spark)’s best practices for creating an effective production strategy for TV media:

Create clear production goals.

When developing any type of marketing or production strategy, defining clear short-term and long-term goals is vital to creating successful campaigns and generating ROI. Your goals may range from deciding who will handle web development and production to understanding your target audience.  

Know your target audience. 

Rely on market research, as well as any viewer insights offered by your streaming platforms, to determine your target audience’s needs and wants and then develop messaging that will resonate with their expectations.  

Choose your best-fit streaming services. 

Different streaming platforms cater to different demographics, so choosing the streaming service that draws your brand’s target audience is extremely important. This will help your content play in front of viewers who are most likely to connect with and respond to your ads.  

Design for multiple screen sizes. 

When designing video content for multiple streaming services, remember that content will be viewed on desktop computers, laptops, and smartphones as well as television screens. Shooting media that can be visually effective on multiple screen sizes will increase your content flexibility and reduce the need to reshoot or create additional content in the future. Generally speaking, larger fonts and close-ups can meet size requirements across most viewing devices. 

Tell a simple, engaging story. 

When given the option, viewers routinely skip ads. To grab your audience’s attention in such a short time, you need to create a short, cohesive story and a clear CTA. Use strong action verbs on-screen or in voiceovers and create a sense of urgency by focusing on ways your product can easily solve a problem. Bring your brand narrative to life by showing viewers how your products can improve their lives and meet their needs. 

Create multiple versions. 

Planning multiple versions of your content and filming everything at one time will reduce production costs and provide your team with ample material. It will also allow viewers to be exposed to your brand multiple times in fresh, new ways without becoming fatigued or jaded by seeing the same ad on repeat. Then use A/B testing to determine which ads are performing well and which ones to adjust. 

Remember that quality matters. 

While budget constraints can make it tempting to produce a large quantity of media very quickly, this approach doesn’t always lead to top-quality video production. Keep in mind that many viewers connect the quality of your ads to the quality of your brand, so it’s best to create ads that feel professional and polished.  

At (spark), we understand that this major shift toward streaming services—and the TV media buying process within the streaming world—can be extremely complicated. As a full-service production agency, (spark) brings a unique approach to production for our clients, helping them navigate the increasingly complex world in which production now sits. Let (spark) guide you through your next TV media buying steps to ensure your ads carry the right message on the right channel at the right time to the right person.