Consider top-of-mind streaming formats for TV marketers: advertising-supported options of a premium service or those somewhat less premium FAST (Free Advertising-Supported Television) channels?

Wait.. isn’t there more? Brightline would like to remind you of another: “If you’re only going to choose one streaming ad format: choose interactive.” Yes, those are ads where viewers may be interacting with the on screen messaging -- via TV remotes or mobile devices or otherwise. 

In an age of accelerated streaming everything, with brands desperate to find reach -- where names like Netflix, Disney+ and Prime Video are pushing up their scale to meet those reach needs by brands -- we need to consider all options.

Brightline would remind us that a single exposure of an interactive ad leads to 36% stronger brand recall than a standard video unit. Of course, two exposures can increase unaided recall even more.

All this makes sense. Engaging consumers, who can take immediate action after digesting a message, has its value.

But the question is whether TV consumer behavior really changed in this regard -- and whether brands, big or small, are responding?

For example, after seeing a Geico or State Farm commercial, do TV viewers feel a need to quickly get information or even to make a near-term car or home insurance purchase?

Well, maybe. But let’s go back to the top-of-the-funnel considerations. Brand awareness is important for insurance marketers, and perhaps clicking on a website for information is a step in the right direction, or scanning a QR code.

There is still a creative execution to consider and more importantly, the cost for brands to add in more interactive messaging to their media plan to increase reach for those targeted consumers:  Is there enough interactive ad opportunities to make it worthwhile?

Arguments could possibly be made for shiny new streaming platforms -- those with limited advertising inventory -- to work with more interactive-intended brands.

Consideration here might be fueled from the current downward pressure on premium streaming CPMs since the start of the year, thanks to unleashing ot huge levels of inventory coming from the new Prime Video advertising option.

What’s next? To start, maybe better QR creative executions for those clicking, button-pushing, swiping consumers.

More productive business outcomes will come into view where there is more easily expected business income.