Rumble releases Live-Read Sponsorship Marketplace to help advertisers manage streamer ads

Livestreaming website Rumble has announced the implementation of a Live-Read Sponsorship Marketplace. The new tool will allow advertisers to manage and filter content creators and automatically connect with the streamers from a database without much hassle.

While targeting specific content creators for ads is not something new, those advertisements are mostly pre-recorded ones, sometimes pre-roll. The new marketplace feature is set to place Live-Read ads, which is a key distinction. For context, an advertisement that is verbally read aloud while a streamer is livestreaming is called a Live-Read ad.

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How are Live-Read sponsorships on Rumble and other streaming platforms better than other types of ads?

Advertising in the streaming space has caused quite a bit of controversy lately. Plenty of users are complaining about how frequent ads are on platforms like Twitch. Even streamers and content creators have been speaking out against them, specifically the pre-roll ones.

For those unaware, a pre-roll ad is a record ad that plays before a stream or a video. While they have been called quite practical for sponsors, they can also have adverse effects on viewership. Users can click away from them, losing prospective viewers who were browsing to discover new channels.

Streaming platforms like Twitch recently addressed this by completely reinventing their browse tab. On top of pre-roll ads, streamers have the opportunity to run ads like a traditional ad break any time during their broadcasts, and only subscribers to one's channel are exempt from them.

Rumble's new feature, however, does not focus on the above types of ads, but rather on Live-Read sponsorships where the streamer reads out a pre-defined message they are slated to promote. As noted by Rumble's press release on Reclaim The Net, this not only preserves the flow of the stream but also lends more authenticity to the product being advertised.

A relevant section from the Rumble article reads:

"Live ad reads are often more valuable to companies because they feel more authentic and engaging to the audience. When a creator integrates an advertisement seamlessly into their content, it comes across as a genuine recommendation rather than a traditional commercial break."

Rumble claims that its Live-Read Sponsorship Marketplace is the next step forward in monetization in the streaming space by giving potential advertisers access to tools that help manage their Live-Read deals. However, only time will tell if this makes a marked change in their revenue generation from ads on the streaming platform.