The advertising industry is changing rapidly, and one of the reasons for this change is a completely new way
Every year people around the world watchthe TV is getting smaller and smaller. With the ubiquity of high-speed internet at home and on mobile, online video continues to grow in popularity. According to analysts, by 2020 the share of video in the total traffic flow will be about 80%, while in 2015, according to Cisco, the same indicator was only 63%. And this is in conditions when the total traffic volumes are growing annually by an average of 22% in the world and by 25% in Russia.
Moreover, the video can be watched not only oncomputers, laptops, tablets and smartphones, but also on SmartTV. Videology and Advertiser Perceptions reported that at the end of 2018, the number of Smart TV owners and video service users exceeded 180 million. The growth of this audience was 8.1% compared to 2017.
SmartTV - smart advertising
But that doesn't mean people are still ready.watch ads if they are playing content on TV. Proof of this is the growing demand for paid subscriptions. You can watch content without ads both on YouTube and on other video services. For example, Kinopoisk and Amediateka, which are popular in Russia, work by subscription.
Interestingly, in most cases, usersdo not want to pay significant amounts for a subscription. And this is the case not only in Russia. On average, people around the world are not willing to pay more than € 8 per month for access to video content. And the appetites for video services are much higher. Therefore, advertising is indispensable.
Nevertheless, it helps to solve this problem.hybrid monetization model. The user can pay significantly less and continue to watch videos with ads that are present in a limited number and in the least annoying formats. For example, the Hulu service can be watched with ads ($ 5.99 per month) and without it ($ 11.9 per month) - the user is asked to choose one of two subscriptions. And if you want to watch Facebook Watch, you won't be offered the option to opt out of ads at all. So the community has a stake in making the ads embedded in the video as relevant as possible.
What kind of ad should be?
It's funny, but many people forget that advertising shouldattract consumers, build an image, arouse interest. It seems that advertising platforms and advertisers believe that their goal is to show advertising to the viewer at any cost. And therefore they use the maximum allowed time, the maximum allowed space, and so on. But in fact, it is much more important to form a positive attitude towards a product or service. Most users skip or block such advertising, building negative associations with the brand. Therefore, there is nothing good about video inserts that interrupt the viewing experience. And the longer the “TV format” advertisement, the more annoying it is. The same goes for banners: no one likes it if they don’t disappear or if they have to be closed manually.
According to a study by eyeo, 34.7%Internet users are most annoyed by video ads that cannot be missed. This means that advertisers run the risk of alienating the brand instead of positively. At the same time, the advertiser may not have an idea of whether it is possible to skip the video on a certain site or the publisher requires to watch it to the end.
How to improve the quality of your ads?
To solve this problem, experts recommend adhering to the following principles:
- Brevity... According to statistics, the brand has a maximumhalf a minute to show your ad. If a video is 20 seconds long, 42% of users will watch it. And if the video is long - only 14%. Why run ads that aren't being watched?
- Interest. If the user is not interested in watchingadvertising, the question arises: “Why are they showing it to me at all?” 75% of all advertising is simply skipped once the minimum viewing time has passed. Therefore, today brands are interested in hooking us with something useful from the very first seconds.
- Politeness... It's very bad if the ad closesuser overview, pops up right in front of him and does not allow working with the page. Even if you are showing a video, it should not turn on at full volume and interfere with viewing the content. Instead, it is better to show respect to the user and let him turn on the sound and expand the video if he wants to.
- Variability... Don't just focus on video inserts.An alternative to advertising "TV-format" - banners and contextual advertising on the page. They can be placed at the bottom of the screen or on the side. For example, this is exactly the kind of advertising we encounter on YouTube. Of course, such offers should appear and disappear on their own, without requiring additional actions from the user.
Acceptable advertising
The trend of modern advertising is the formationrespectful attitude towards the user. Some time ago, declining ad revenue prompted site owners to literally fill their portals with banner slots and make completely unacceptable video inserts. However, today the industry is moving away from this unfavorable experience, due to which the number of people who want to block online ads has begun to skyrocket.
Leading advertising platforms, including Google andFacebook began to monitor the quality of banners and advertisements. They require advertising to be brought into acceptable formats. The Acceptable Ads Committee, which includes dozens of companies and organizations, holds similar positions.
The good news is that the built-inad blockers such as those from Google and add-ons such as Adblock Plus block only annoying and unwanted ads by default. And as more and more people turn on unwanted ad blocking, advertisers have to consider customer preferences. Modern users do not want to see annoying banners and conventional advertisements "like on TV" when watching movies and TV series online. If you do not listen to the opinions of users, they will simply vote with their visits for more responsive and user-friendly sites.
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