I hardly ever watch live television anymore and I know quite a few people who don’t either. It is not only that television schedules are not always the most appropriate, but also that the experience of watching television – especially now that we are increasingly used to on-demand services in which there are no advertisements – is increasingly more heavy.A program, no matter how short it may be, always carries a long, very long advertising break with it, which often makes the viewer quite bored with what they are being offered. Who has not turned off the television before the end of a program because they did not stop going on advertising breaks and lost patience?The problem is not only that the TV content consumption experience is bad because of the ads, but also that the ads themselves lose out to consumers. Not only are the audience affected by that feeling that the brand in question – or brands – are ‘heavy’, but also most likely the memory of those ads and the products and brands they sell and Keep the attention paid to that content minimal. We don’t really see the ads, we don’t pay attention to them, and we don’t stick with the message they want to convey.The lessons to be learned from all this seem clear enough, but has the advertising industry really learned them? Or in fact all the problems of television have been forgotten when a new advertising space has appeared in which they are using similar formats and creating similar problems?The answer to these questions, seeing what is happening with online video, does not seem very favorable to the industry.

Video advertising, a hot spot for investments Studies show that consumers are very receptive New Zealand WhatsApp Number List to online videos, which they access as Internet users and which they spend more and more time browsing. The analysis of investment figures and market shares also add that in this growing weight of this type of content, brands and companies are already trying to take advantage of it.The latest statistic comes from the US market, where eMarketer forecasts suggest that video will be even more important in the online advertising market. According to his estimates, spending on video advertising will grow this year by 30% and when 2018 closes, online video will be the one who will take 25% of all advertising spending that companies make on the Internet in the US. The video will move 27,820 million dollars. A quarter of all that ad spend will go to Facebook.And part of Facebook’s success in the video market could also be the key to understanding a potential problem.

“Marketers use video ads in the feed to capture user attention and build brand awareness ,” explains Debra Aho Williamson, Principal Analyst at eMarketer. “A new video format, streaming advertising on Facebook Watch programs, is still a relatively new format, but we think advertisers will increase its use because it is similar to linear television advertising,” he adds.That is, Facebook will possibly take more money from the ad share in the near future because its ads are ‘like’ those on TV.Agencies drag the model from one place to anotherAnd this clearly shows where the crisis of the problem is. Online video advertising is beginning to be seen – although one could possibly say that it is already being seen – as a kind of transfer from television advertising. The industry wants this type of format and some players, who had had their great vein in television advertising, try to reproduce the model in other areas.

The agencies, which are the intermediaries between advertisers and media, are applying the same model that they used in one field in the other and are creating a kind of drag effect that means that instead of being born a new model is being transplanting the one that already existed. The dynamics of television are moving to the network and advertisers are getting carried away by it.At the end of the day, they are selling them what they want them to sell (a format with delivered audiences, viewings and the internet) without them thinking about everything else (those problems that changing one field for another without making adjustments is creating).

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