YouTube has found the goose that lays the golden eggs in advertising on its platform. A juicy business that has led it to represent close to 20% of the sector, which implies more than a billion dollars annually. However, this profitable formula could falter, due to opposition from the users themselves. The study ‘#SkipAd – Collective Intelligence Threatens YouTube’s Business Model’, shows a growing trend around the active demand for ways to bypass the increasingly annoying video ads.

The study aims to find out, first-hand, what happens to users and advertising on YouTube, in reference to this type of advertising, based on the interruption of the user experience. It also includes a productive analysis on trends in the attitude and reaction of users to video ads. To do this, Google was used, on the one hand, recording search trends, data provided based on its Google Trends tool, as well as suggestions from the search engine itself. For this purpose, a set of keywords related to the subject of analysis was used.

On the other hand, that same group of keywords was monitored on Twitter, in order to analyze the social conversation around this issue. As the main conclusion, the study highlights that “There are more and  Sweden WhatsApp number list  more users who want to eliminate interruption advertising from YouTube and their collective intelligence threaten the support business model through self-generated content (UGC).”

According to the study: “The constant advertising impacts of YouTube based on interruption marketing, affect users being perceived as annoying and invasive due to the incoherent audio and / or video of these that interrupt their experience entropy […] Also, Most of the time, these ads highlight little affinity with the theme of the video, which reduces quality and interest for the user, resulting in a series of negative feelings in people who use the social network […] ultimately affecting engagement positive searched by advertisers. ”

The study collects the frustration of users, released publicly through Twitter. Specifically, 667 organic conversations were analyzed, among which, words such as “tired”, “hate” or “fed up” stand out, along with more pejorative terms, related to “video”. In the same way, we can see how Google itself suggests as searches related to “YouTube advertising” terms that are so obvious of its rejection as “remove” or “annoying”. A trend that the Google Trends graph itself confirms, also included among the data provided.

Users definitely hate video advertising. It is not the first time that we talk about the discomfort caused by these undesirable impacts. The funny thing is how the possible solutions to this problem, in the form of content generated by the users themselves, are positioned on the first page of Google results. Evolve marketing formats: focus on the creation and distribution of relevant and valuable content for customers related to the brand (content marketing), marketing campaigns based on the use of advanced technologies (rich & interactive media), application of the concepts and the techniques of the games to the business environment: seriousgame vs. gamification (if / then) ,?

Mobility is the keyword in this digital revolution. Smartphones (88%) have already displaced the laptop (86%) as the main means of accessing the web. SOLOMO-based solutions (SOcial, LOcal, MOvil) or content adaptation depending on the possible devices where they are displayed (responsive web), augmented reality, are just some examples of initiatives to be undertaken. It is necessary to open channels of conversation with customers and listen to their opinions. Tendency towards the generation of communities for collaboration and co-creation (consumer empowerment), where social networks play an important role.

In fact, the more different and worked these campaigns are, the more impact they get. For example, Converse is working on a campaign that uses Adblock technology to change ads (or “boring things on the web” as they say) into proprietary content associated with its brand and one of its campaigns that they will be fun and exciting. Considering that users will have to install an extension to view them, their success could demonstrate the immense attractive potential of these types of campaigns.

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