在八月中旬, 网飞公司 announced that they are going to start testing running advertisements between episodes – or as they referred to them, “recommendations… [to help] members discover stories they will enjoy faster.这并不奇怪, subscribers are not impressed with the concept and has caused significant backlash. 网飞公司, 直到现在, had set themselves apart from their competitors such as Hulu, 亚马逊Prime和YouTube, because their platform was completely ad free. So, even if 网飞公司’s intentions behind implementing these “suggestions” are actually meant to improve user experience – it brings up the age old question of why viewers are so opposed to ads? What lengths they will go to to avoid watching ads? 最重要的是, how do marketers and digital advertisers keep our users engaged and interested enough so that they don’t feel the urge to push the “跳过广告” button.
CNBC覆盖 a study written by IPG stating that 65% of viewers will push the 跳过广告 button as soon as it becomes an available option. But even more interesting is that, 76% of those people were also reported to do so out of habit, 作为一种根深蒂固的行为.” It is clear that viewers are so accustomed to ads, because they experience them in video, 在社交媒体上, and listening to music on a daily basis, that they have become wired to skip them. For digital advertisers this is an opportunity to improve the experience enough so that audiences feel both engaged and interested in the content being offered to them, 而不是生气.
让它引人入胜
Advertisers need to tell a good story in the language that addresses their audience. Advertising can’t just focus on pushing features and functionality, but rather engage with the viewer in order to tell them who their brand is and why they should pay attention.This doesn’t need to be complex or lengthly, but actually the shorter the better, 因为一般的观众 只看前5集.5 seconds of a 15 second pre-roll ad. Advertisers have to pack a lot into those couple of seconds, needing to effectively tell their story in an engaging way that keeps the audience’s’ attention and encourages them to interact with their brand.
To encourage viewers from skipping ads on YouTube, NBC showed cute images with messages that read, ““Only a monster would skip a video of a bunny in a bucket…Enjoy a moment of goodness, 也许, 只是也许, you will end up in the good place” to promote Season 3 of their hit-sitcom, “好地方.” Viewers that didn’t skip over the ad were rewarded with a sneak peak of Season 3. This successful storytelling technique not only promoted users not to skip the ad, but to actually engage with the content being presented.
让它相关
eMarketer项目 that by 2020, video 广告支出ing will reach $19.810亿年. With mass amounts marketing dollars going toward this platform, advertisers need to ensure they are targeting the right audience. With the growing capabilities of 编程 video, the ability to contextually target a person with the appropriate message, timing and content is in now possible. 使用组合的品牌 DMP和DSP的 for their 编程 video buys have the ability to learn about their users in an efficient way so that they can deliver ads with content that they will not want to ‘skip’ in the right context of the video content being consumed.
Programmatic media buyers also have the option of using Dynamic Creative Optimization technology (DCO) which enables them to create and test different creative options, 自动,同时, and identify which ad gets the best consumer engagement. 这样的策略, that enable advertisers to match individual consumers specific interests, exemplify why 60% of video 广告支出 money is going toward 编程 video, with that number only estimated to grow in the coming years.
Online video advertising is rapidly dominating the advertising atmosp在这里. 然而, today it’s not enough to create a one size fits all ad creative, if brands want to combat ‘the skip button,’ otherwise their dollars spent on this tactic, 会被浪费. Viewers are less likely to skip an ad with a unique and interesting story, 更是如此, if the story interests them personally. Programmatic video advertising combined with user data and great creative offers a huge opportunity for advertisers to keep audiences less inclined to dislike advertising enough to skip it all together. If you are interested in learning more or talking about how to improve your video strategy, CA88 在这里.