Everything you missed in our webinar covering all things Premium Streaming on Microsoft Advertising
The media landscape has fundamentally shifted. Video content isn’t just competing for attention; it’s becoming the primary language for digital communication. From social media feeds to corporate presentations, audiences expect, rich, engaging video experiences that deliver value instantly.
Last week, we brought together industry experts and streaming professionals to explore the strategies, tactics, and mindsets needed to thrive in a video-first world. Focusing on Microsoft Advertising’s Premium Streaming and CTV advertising, we used this opportunity to introduce three incredible video production houses that we’ve partnered with to help our agencies create content that is ready for premium streaming platforms.
As Microsoft Advertising’s global channel partner of the year 2025, Diginius works with over 1,000 agencies across 60+ countries, supporting them on Microsoft Advertising. We wanted to create a dedicated space where we can support our agencies whose clients are ready to advertise on Microsoft’s premium streaming ecosystem on platforms like Netflix, Roku, Disney+, Channel 4, and more. By partnering with these video production houses and offering comprehensive support on premium streaming and CTV alongside knowledge sharing sessions like our webinar, we’re ensuring our agencies have everything they need to power up premium streaming campaigns.
If you missed our recent webinar, don’t worry, continue reading for an overview of the key topics we covered to get you up to speed with everything you need to know about video advertising.
How much does CTV advertising cost?
The CTV offer is charged based on completed view. For most of Europe this is about 1 cent to 20 cents per view. This is quite inexpensive compared to some other providers because Microsoft Advertising has decided to cut back on service fees so that they can remain very competitive. They also offer placements with no minimum spend, so you could get on HBO for $1. You probably won’t get a ton of reach, but you can do it.
How does audience targeting work?
What sets Microsoft Advertising’s CTV offering apart is its ability to leverage in-market audience targeting. Instead of relying solely on assumptions, like believing your ideal customer only watches a specific genre, you can target individuals who are actively searching for your products on Bing or demonstrating interest across the broader Microsoft ecosystem
For instance, a person who reads Football news every morning might be an ideal customer for your sports apparel brand, even if they don’t typically watch sport related content. In short, Microsoft Ads allow you to show your ads to people you know are interested, rather than those you guess might be.
This can be layered on top of traditional genre or contextual targeting for a more comprehensive strategy.
Beyond this, Microsoft Advertising enables other advanced targeting features. These include remarketing, similar audiences, in-market audiences, customer match, age, gender, location targeting, and visitor audiences who have previously visited your website.
You can also exclude certain devices, like a laptop or tablet, although the majority of your impressions will come from connected TVs.
How does a Netflix-specific campaign work?
If you have a CTV ad, it is likely that a lot of your views will come through Netflix advertising. However, you cannot go ahead and launch a campaign that will run exclusively through Netflix. In order to do that, simply contact the Diginius team (grow@diginius.com) to get set up.
Who is the Netflix audience?
It’s a good question! Netflix has a highly qualified audience as the leading streaming platform, with very loyal users. In fact, 45% of viewers report strong loyalty to brands they favour.
They are very responsive to ads, too. We have seen that they are 18% more likely to admit to buying brands they have seen advertised than control populations. Finally, they are influential, as 33% of respondents tell their family and friends about new products.
You might assume that people who are paying for ads on Netflix might be less qualified audiences or less likely to buy from an ad. Netflix did a lot of number crunching and internal studies about the audiences of their different subscription tiers.
It turns out that the behaviour between the Netflix users who buy the ad-free subscription and those who stick with the ad version have pretty much the same behaviours as each other.
How does reporting work?
There are a number of complex reporting metrics, but the primary is impressions. We also track partial impressions, video skips, and others for various video formats.
How does online video play into this?
Online video is similarly connected within the Microsoft Ecosystem and is a great tool to aide in your overall campaign goals, as it has different formats and reporting than CTV. This offering is much more flexible and likely what you are used to turning to if you want to get those quick clicks.
With OTV, you have more options for the ad types: in-stream, outstream, skippable, non-skippable, etc. It has advanced targeting, so you can exclude certain devices, or target by audience, age, gender, or location, and use it in conjunction with traditional campaign types. For instance, you can run a search campaign using impression-based remarketing for only people who have seen your ads.
What sort of results can I expect?
CTV ads are best for top of funnel and mid funnel. Netflix, for example, does not allow QR codes on their ads, so it will have to be a bit further up the funnel. This does not mean, though, that the rest of your campaigns don’t see the effects. On average, you can expect a 18% increase in click-through rates on audience ads and a 9% lift in brand searches.
What kind of assets will I need?
Premium streaming requires premium video assets. This means that they have to conform to particular specs and achieve a three-star quality ranking (the highest quality). This is why we partnered with video producers with decades of experience in video production, so that you can tell your story and make it look beautiful.
Check out their showreels to see whose style might fit your brand’s needs or contact the Diginius team for a more personalised consultation.
Already working with Diginius? Contact your account manager to learn how to get started with Premium Streaming on Microsoft Advertising. New to Diginius? Reach out to us at grow@diginius.com — we’ll walk you through everything you need to launch your first campaign
