- 58% of buyers demand enhanced capabilities from live streaming over linear TV
- Interactive formats (shoppable ads, polls) and second‑screen tie‑ins are now table stakes
- Real‑time contextual targeting and reporting enable mid‑broadcast optimizations
- Incremental audience reach through streaming drives expanded campaign footprints
- Strategic diversification into non‑sports live events uncovers new engagement opportunities
According to the IAB’s July 2025 Digital Video Ad Spend & Strategy report, 58% of buyers expect streaming platforms to offer capabilities that go beyond what linear TV can deliver when advertising against live content—underscoring that live streaming is now judged by its digital‑native innovations, not just its broadcast reach
Streaming’s Live Advantage
As live content moves from cable into the streaming realm, advertisers aren’t merely shifting budgets; they’re raising the bar for what live ads can achieve. The IAB finds that buyers now view streaming’s live capabilities through a digital‑first lens.
They expect real‑time contextual insights (show category, tone, live vs. on‑demand status), interactive ad units, and the ability to pivot campaigns mid‑broadcast based on performance data, features that traditional linear partners cannot provide.
This shift is fueled by three industry trends:
- Data‑Driven Engagement: Streaming platforms can surface second‑by‑second viewer signals—such as pause, rewind, and chat interactions—allowing brands to refine targeting and creative in real time.
- Interactive Storytelling: From shoppable overlays during product reveals to live polls in sports broadcasts, interactive elements transform passive viewing into direct response opportunities.
- Expanded Event Types: Beyond sports, live events now include award shows, e‑commerce launches, and VR concerts. Buyers see these non‑traditional broadcasts as chances to reach niche audiences with bespoke experiences.
Top Capabilities Buyers Seek
When comparing live streaming partners to linear TV vendors, advertisers’ top expectations are:
- Incremental Audiences (44%): Reaching viewers who don’t tune into cable or broadcast, expanding total campaign footprint
- Real‑Time Contextual Targeting (43%): Tailoring messages on the fly based on live content metadata (e.g., game scores, breaking news)
- Real‑Time Reporting (41%): Accessing immediate metrics—impressions, completion rates, engagement—to optimize pacing and budgets mid‑stream
- Shoppable Ads (39%): Embedding clickable product links during live broadcasts to drive direct conversions
- Second‑Screen Interaction (38%): Synchronizing mobile or tablet experiences—like companion apps or social integrations—to boost dwell time and data capture
- Interactive Content/Ads (36%): Incorporating polls, quizzes, and gamified elements to deepen viewer participation
Source: IAB
These priorities show that buyers now expect live streaming to merge linear TV’s broad reach with digital media’s agility and engagement mechanisms.
Strategic Implications for Marketers
To not only satisfy but outpace buyer expectations in live streaming, senior social media and influencer marketing leaders must elevate their partnerships, creative approaches, measurement systems, and event strategies.
Select Partners with Robust Contextual APIs
Streaming vendors vary widely in the depth and timeliness of metadata they expose. Look for platforms that deliver rich contextual signals—such as genre tags, sentiment analysis (e.g., news vs. entertainment), and real‑time live/rewind indicators—via low‑latency APIs.
These data feeds empower marketers to target ads precisely when and where they resonate most, tie performance back to specific content moments, and dynamically adjust campaigns based on emerging viewer behaviors.
Develop Interactive Ad Frameworks
Static video spots no longer cut through in a live‑streaming environment. Craft modular ad units that layer in shoppable overlays, swipe‑up links, poll widgets, or social‑share prompts—formats proven to boost engagement and capture first‑party data.
Begin by piloting these interactive elements in lower‑stakes broadcasts (e.g., niche sports qualifiers or virtual product demos) to refine user flows, creative timing, and measurement hooks before rolling them out in high‑visibility events.
Implement Real‑Time Performance Dashboards
Traditional reporting cadences cannot keep pace with live‑streamed content. Integrate streaming platforms’ reporting APIs into unified dashboards—combining live impressions, completion rates, and interaction metrics—so media teams can spot underperforming creative or inventory segments within minutes.
This infrastructure enables proactive budget reallocation (e.g., shifting spend from a slow‑moving feed to a high‑engagement channel) and rapid creative tweaks, ensuring campaigns maintain peak efficiency throughout the broadcast.
Expand Live Event Mix
While sports may anchor many live‑stream budgets, growth opportunities lie in non‑traditional broadcasts. Test interactive executions during award ceremonies, product unveilings, industry webinars, or cultural livestreams that attract passionate, niche audiences.
These events often feature higher dwell times and more social conversation—ideal conditions for testing advanced targeting and engagement tactics. By diversifying beyond mainstream sports, brands can uncover untapped segments and gather richer behavioral insights for future campaigns.
Embrace the Live Streaming Imperative
As the IAB report makes clear, live streaming is no longer a digital mirror of linear TV; it’s a distinct channel with its own rulebook. Brands that insist on advanced targeting, interactivity, and real‑time insights will differentiate themselves in a crowded marketplace and drive stronger business outcomes.
