Are the online media shooting themselves in the foot with their latest decisions about how to serve advertising and how to drive more advertising revenue in an ever-shrinking market? The question gives rise to much debate and the latest studies add a lot of information that may point to the fact that the internet communication media have abused their readers’ patience too much and have managed to make them take drastic measures that they do not usually appreciate.

Online video advertising has become one of the great points of interest for brands in recent months. On the one hand, the consumption ratios of this type of content have been growing steadily and very strikingly in recent months, which made the videos powerfully aroused the attention of those responsible for establishing a solvent advertising strategy. 72% of advertising agencies believe, in fact, that online video ads are already as effective as television, a very high figure and that shows that this type of content and this medium have already passed the first phase of strangeness and test to enter the pools and forecasts around the world. Videos have become one of the most demanded content on the Internet, as evidenced by the fact that everyone has launched into creating video channels or including videos among the content on their website.

But, on the other hand, and although consumers are increasingly open to the consumption of video content (and demand it more and more), videos have also created a problem: the ads that accompany them are Portugal Phone Number List   not always up to the standard. experience that consumers want to receive. The main problem is undoubtedly in the abuse. Videos are highly sought after, so all brands want to be associated with them. Consumers are going to see it, so why not accumulate ads before them, especially considering that they are a demanded product and therefore that brands are going to pay for?

Online videos have been subjected to the dictatorship of the pre-roll ad. Before a few seconds of online video (many times the videos do not even last minutes), Internet users have to assume the viewing of a few advertisements (advertisements that sometimes last longer than the video itself). The most annoying practices of advertising in online videos are many and varied and almost always have the online media as protagonists, which means that to watch a YouTube video you have to see a few ads from their own platform before or that they put the videos in autoplay to be able to serve publicity.

But the fact that consumers begin to tire of these practices does not have an impact only on how they can see the medium or on the imprecations that they will launch while watching that particular content, they are also modifying their consumption patterns and are also being responsible for a movement that is taking more and more prominence. Internet users are increasingly incorporating adblocker technologies into their browsers, tools that save them from advertisements on the Internet. And the explanation for this increase is closely linked to the practices that the media are incorporating in the field of online videos.

According to a study by Wells Fargo Securities, the reason that adblockers are increasingly present in Internet browsers is that consumers are doing everything possible to stop seeing those annoying pre-roll ads in online videos. The study has concluded that although consumers have managed to develop a certain tolerance for banners, they have not done the same for ads prior to videos, which are much more annoying and those with a lower tolerance. Short videos (less than 90 seconds) that are accompanied by many ads (around 30 seconds of advertising) are the ones that generate the most outrage.

In addition, the penetration of this type of technology among the youngest is much higher and they show more interest in them than previous generations, which may create an even greater breeding ground for the near future. “We believe that the rapid growth in adblocker behaviors represents a growing challenge for publishers and deserves greater consideration,” they note in the report, as noted by AdAge.

 

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