//How marketers face an advertising environment increasingly difficult to ignore

How marketers face an advertising environment increasingly difficult to ignore

 

 

If you've seen the "Black Mirror" episode of "15 Million Merits", you'll know why this has sparked so much discussion about advertising and its role in our culture.

If you have not seen it, here's a quick recap: In the not-too-distant future, advertisers charge credits or "merits" to users for ignoring ads. They make sure the ads are fully visible on a larger-than-life screen that encapsulates the entire living area of ‚Äč‚Äčeach person and that the ads are not always pleasant or welcome. It's a frightening and disruptive attack on all the senses, but it's not far from that far.

Since the beginning of the advertisement, there has been a constant battle to reach the right audience without being too interrupted. Given the common belief that the average attention span of video viewers is 8.25 seconds, advertisers have struggled to find new ways to reach users.

This challenge has grown in recent years as users now have the power to completely block ads. This has pushed some platforms to incorporate user controls into their advertising experience, including allowing users to skip ads after a while.

Although this change seems to have curbed certain irritations of viewers, it does not follow that deactivatable commercials are boring because they force the viewer to systematically jump each time, depriving them of the visual experience.

While YouTube has announced the possibility for almost all channels to implement non-skippable commercials expanding the list from a few channels, it remains to be seen how many creators and channels will participate. . It is safe to say that ignorable TrueView ads do not disappear immediately.

Also, people will probably not see the number of ads (skippable or not) that are actually visible, and this attempt will probably try to show YouTube's smallest creators that the platform is trying to help them monetize their videos. further.

Can ads be ignored, the inevitable future or the beginning of the end? Advertisers are fighting to stay relevant in a world where the public has all the control.

What is certain is that advertising, as we know it, will change dramatically over the next few decades and it would not be surprising that negative ads are part of that future.

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There are two things that do not agree with the way audiences want content on the Internet: they want access to an infinite amount of content, but are unwilling to pay much (19459005). The traditional model was to provide content for free, but to pay for it through forced non-jump ads.

Radio listeners were the first to accept it, followed by viewers and viewers. With the advent of the Internet, it has become possible to share content without advertising and technology has proliferated so quickly that the advertising world has only begun to catch up in recent years.

A recent Ipsos study found that people are three times more likely to pay attention to online video ads compared to TV commercials. However, it seems that aggregate digital broadcasting services will supplant linear television as the most common way of viewing content. With that, the control comes back to the content providers.

Some platforms opt for a simple model, where the user pays a monthly subscription fee for access to content without advertising (such as Netflix). YouTube also started as a free service, but always keeping in mind the user experience, it offered different ad formats and shared revenue with the creators. They started with some non-skippable ad formats, mainly the 15-second and 30-second slots that TV advertisers were used to.

In addition, they offered a unit to ignore called TrueView which allows videos of any length to run in pre-roll mode while the user can skip after five seconds. For best performance, advertisers are billed only when the user is watching 30 seconds of the ad (or when the ad is over, whichever comes first).

The psychology of on how to get people to not ignore commercials is an enigma but there are two ways to fight it: to address directly to the viewer and to provide content of sufficient interest to engage them. An example of this is how the SyFy network created three custom spaces to promote a series that started with an advertisement that implored viewers not to ignore it.

According to Adweek this allowed SyFy to reach more people, because the message was intelligent in addressing the reality that viewers were planning to jump right off the bat. In acknowledging this and standing out from the ads that people are automatically ignoring, more people stayed to watch SyFy advertising until the end

The network learned that "viewers prefer to watch different types of content surrounding a show rather than a simple trailer," according to the article. They used a simple message ("Do not jump!") And associated it with unique content to keep the netizens tied until the end of the ad.

Another online video ad format that is beginning to gain momentum is the six-second bumper. This format essentially ends the "skip or not skip" argument because of its short length. Recent studies on Google have shown that the exceptional advertising format is much more efficient for mobile video consumption, which has led Google to give priority to this format for mobile devices. Here is an example of a six-second bumper:

The challenge for advertisers is that six seconds is not enough to tell a meaningful story or to make a brand, a fame or a reminder. However, we started using sequential targeting (displaying ads in a specific order for each user) with the bumper to achieve the same effect or a similar effect on longer format ads. In addition, the cardinal rules of all effective ads are valid for disabling ads – make sure they are:

Extremely targeted to connect to the right audience.
Make the content similar to the program that the viewer is already watching.

If it interested them, if it was not an advertisement, you did your job well.

While no one can be sure of the future of advertising, let's hope it does not look like "Black Mirror". What is clear, however, is that ads that can not at any time.

Although most people would prefer them to those they are forced to sit on, it's a safe bet that most will choose to jump unless advertisers give viewers a good reason to speak A unique and intelligent content that accompanies them in a targeted way.

The opinions expressed in this article are those of the invited author and not necessarily Marketing Land. The authors of the staff are listed here .

About the author

Mark Williams is Senior Director of Media Operations at Fullscreen . Mark combines a passion for film and art with over 10 years of experience in technology marketing and internet. He began his professional career in Los Angeles in independent television and cinema. This experience has sparked interest in online entertainment marketing. Prior to joining Fullscreen, he was Senior SEM Manager for Demand Media, and previously worked at Shoes.com to manage AdWords and MSN AdCenter campaigns. Mark is a seasoned pay-per-click specialist with more than $ 150 million in advertising spend on AdWords, Yahoo! and Bing.