Live Streaming Advertising: Higher Attention than Facebook, Higher Engagement than TV
Why Live Streaming Advertising is Winning the Attention War
Enter live streaming, a dynamic and rapidly growing medium that outperforms both Facebook and TV in two critical areas: attention and engagement.
In today’s fragmented media landscape, capturing and maintaining consumer attention is becoming increasingly difficult. Traditional platforms like TV and social media, while still important, are no longer delivering the same impact they once did.
Facebook vs. Live Streaming Study: According to a study conducted by Ani View, ads on live streaming platforms achieve a 94% higher completion rate compared to Facebook’s 2-second standard, leading to greater message retention and overall brand impact and recall.
Here’s why live streaming advertising has become a superior choice for brands:
- Higher Attention than Facebook: On Facebook, ads are often skipped or only partially seen, with the platform counting views after just 2 seconds of the ad being visible (even if it’s not fully watched). In contrast, live streaming advertising on solutions such as CAVEA guarantees 100% time in view. Ads remain on screen for the entire duration, giving brands the full attention of the audience during pivotal moments, such as when they are engrossed in a live stream. This 100% in-view advantage ensures that your message is actually seen—not scrolled past.
- Higher Engagement than TV: TV may reach a broad audience, but engagement is typically passive. Viewers often treat ads as background noise during commercial breaks, and many even skip ads altogether. Solutions as CAVEA offers real-time interaction in a live broadcast. Audiences are more engaged because they can chat, react, and interact with the content—and your brand—immediately. This creates a two-way conversation that TV simply can’t match.
- Twitch Advertising Case Study: Brands running ads on Twitch have seen double the engagement rates compared to traditional TV ads. In a campaign for a popular gaming brand, ads delivered during live streams resulted in 50% higher brand recall and a 30% increase in purchase consideration compared to TV ads. Source: Twitch Case Study
- Facebook vs. Live Streaming Study: According to a study conducted by Moat Analytics, ads on live streaming platforms achieve an 80% higher completion rate compared to Facebook’s 2-second standard, leading to greater message retention and overall brand impact. Source: Moat Study.
- IAB Viewability Standards: Research shows that the longer an ad is in-view, the more likely consumers are to recall it. Ads that are visible for at least 15 seconds are 3x more likely to drive conversions than those visible for only 2 seconds. Source: IAB Viewability Guidelines
Conclusion: Make the Switch to Live Streaming Advertising
As the digital advertising landscape continues to evolve, live streaming has emerged as a powerful platform for brands looking to capture attention and drive engagement. With CAVEAs 100% in-view ads and active, engaged audiences, live streaming offers a more effective way to connect with today’s digital consumers. While Facebook and TV have their place, the unique advantages of live streaming make it an essential part of any modern marketing strategy.
Start leveraging live streaming ads today and tap into the massive attention and engagement it offers—your audience is ready and waiting.