StreamAds

Background

StreamAds is a live stream advertising platform that enables brands and talent agencies to run first- and third-party advertisements on livestream. The platform is used for campaign management, in-stream and in-chat ad injection, campaign targeting, streamer management and post-campaign analytics reporting.

Challenges:

The goal for the product was to improve the experience of streamer management and make running influencer marketing campaigns on live streams more efficiently. Our high-level goals were to:

• Streamline the process of finding streamers and run campaigns with them

• Make ad campaign creation process easy

• Give talent agency managers more control over their streamers

Competitive research:

Happy Streams: An independent live stream brand management software 

• They don't offer advertisements, they only run sponsorships with logo rotations in a slideshow format for esports organizations

• An organizer or gaming organization has the ability to add brands/campaign slideshows to specific streaming channels or all channels under the account

• Each streamer gets a unique OBS streamer code that shows a specific slideshow at a designated frequency. It doesn't have simultaneous chatbot ads when a slideshow image shows. 

• They allow organizers to set default CPM of each slideshow within the Slideshow Settings. They also allow for a Default CPC and frequency in the Chat Bot Settings.

PowerSpike: A manual influencer marketing platform that facilitates live campaigns

• They have a live and non-live talent catalog allowing brands to choose who to work through a frontend interface

• They do not offer chatbot functionality

• They do not offer OBS overlay integrations

• They manually approve campaigns and can not scale with accurate campaign data

InSTREAMLY: An automated streamer management platform for sponsorships based in Poland.

• Streamers need to pre-approved individual campaigns based on their criteria (location, stream category, viewership). Not able to scalable.

• Campaigns can be created using CPM, CPC, and CPA ad types

• Advertisers can upload campaign details on the platform (budget, campaign criteria, ad creative and a text message). Similar to other advertising platforms

• Advertisers can see post-campaign analytics which includes ad impressions, total stream views, and CTR

StreamElements: A streamer product company with elements of sponsorships and chatbot functionality.

• They use OBS overlays to show images on screen

• They use a chatbot for streamer management capabilities but not for advertisements

• They have a large user base and can move into advertising easier

User interview:

After the initial market research, I conducted interviews with our two target user groups: streamers and brands/talent agencies. In total, 10 participants were interviewed (5 for Brand/talent agencies, 5 for Streamers) Interview question link

Interview insights:

Brands/talent agencies: They want a solution to run third-party cross-platform live in-stream and in-chat awareness campaigns to gain maximum brand exposure and audience engagement clicks to their website. And get accurate post-campaign reporting; saving time from active and post-campaign setup and reporting.

Streamers/Channel: Non-agency streamers want to make more money streaming by showing in-stream and in-chat ads occasionally. Agency-backed streamers are contractually obligated to display brands on-screen through agency-signed deals. 

User's Journey Map:

My role

• Conducted user research

• UX design, UI design and Interaction prototype

• Collaborated with multiple cross-functional teams (Agile Environment)

• Developed the design system and defined the style guidelines for the platform