How Creative Optimization on Streaming TV Builds Fame & Flow
Let’s be honest: streaming TV ads can sometimes miss the mark. Viewers feel it. Brands know it. And the data from MAGNA Global Media Trials and Nexxen validates it—64% of viewers say the ads they see on streaming platforms aren’t relevant to them. That’s a problem. But in the world of Fame and Flow, we don’t just call out problems—we use those insights to build better brand outcomes.
In this new study, MAGNA and Nexxen share a powerful message: the future of effective advertising on streaming TV is about creative relevance. Because without the right creative to match the right audience, your brand’s story isn’t landing.
The Audience Is There. The Relevance Isn’t.
Let’s ground this in Flow: The study found that even when brands are targeting the right audience, most ads still feel irrelevant. Why? Because reach without resonance is just noise.
But when Nexxen optimized ads based on audience insights—tweaking visuals, adding QR codes, branded frames, or voice-to-action features—the shift was massive. Viewers responded. In a world where attention is currency, even small creative upgrades delivered big returns.
Optimization Without the Overhaul
This isn’t about blowing up your entire creative pipeline. That’s the beauty of this work. Fame & Flow preaches progress over perfection. Nexxen took original, existing creative and made smart, data-backed adjustments—not rewrites, just refinements.
This approach drove real-world results:
20% increase in search intent among new customers
11% increase in purchase intent among existing customers
9% increase in perceived brand relevance for optimized ads vs. originals
The evidence shows that when brands show up smarter, audiences reward them with action.
Relevance Is the Fame Rocket Fuel
In Fame & Flow, we talk about building mental availability through emotion, distinctiveness, and cultural relevance. Let’s break that down. If you want to build Fame & Flow, you can’t rely on static creative. You need content that reflects, respects, and responds to your audience’s interests, culture, and context.
This study showed that even subtle cues—like music, styling, etc.—can flip the switch from “meh” to “I need that.” This goes to Familiarity (one of our Fame F-factors) and lowering the cognitive barrier to engagement. People are more receptive to what feels recognizable or relevant to their world—even if it's new. In real terms, optimized ads drove:
42% lift in brand standing out from competitors
39% lift in brand being considered “fresh”
When ads reflect elements that feel familiar—be it through soundtrack, casting, or even everyday scenarios—they stop feeling like ads and start feeling like content made for you. That’s the power of creative rooted in audience insight. It invites attention instead of demanding it.
Don’t Just Broadcast—Incite
The ultimate goal of all this? Not only views. Action.
Optimized ads drove 36% of viewers to visit the brand’s website and 34% to look for deals. Half of those exposed said they were likely to take meaningful action—research the brand, scan a QR code, download an app, or even ask Alexa for more.
And that’s the dream: turning a passive viewing experience into an active brand relationship. When your message hits right, in the right context, with the right cues.
What This Means for Marketers
This is your call to start obsessing over resonance. If you’re buying premium placements on streaming TV and pushing unoptimized, generic creative, you’re leaving money on the table. Worse, you’re wasting the chance to build real Fame and generate true Flow.
Here’s how you fix that:
Use audience data for more than targeting; apply it to shape your creative.
Test before launch: optimize based on emotional triggers and attention signals.
You don’t necessarily need to start over: small tweaks like QR codes, overlays, or cultural cues can spark major results.
Streaming TV is where the battleground for attention is being fought. But attention alone won’t grow your brand. Relevance will. And relevance means optimization. It’s listening to your audience and shaping creative that reflects what they care about. It’s time to look beyond reach and start building resonance.
Source: The Intersection of Audience Data & Creative Optimization