It seems like a somewhat logical question: in a world where consumers are increasingly fed up with ads and increasingly critical of them, limiting the advertising served could help alleviate the problem. But the truth is that, no matter how logical the question may seem, not everyone is doing something like this and it is not the dominant idea on the Internet. In fact, although there are media that have begun to limit the number of ads that serve on their pages in order to revalue the ones that remain, the usual thing is that the opposite technique is chosen and to serve more and more advertising to consumers.

However Cape Verde Email List, those who are trying to use limitations and serve only a limited number of ads have found that this data and these positions are favorable for their business strategy. This was just assured by an executive from Hulu, the American platform in which consumers can opt for a freemium model and a premium one. Peter Naylor, senior vice president of advertising sales, explains that putting strict limits on the volume of advertising served has a positive impact on the business and the relationship with consumers. Why are these formats well received by consumers? Naylor points out a rationale. The consumer likes to be the one in charge and that control of things likes to apply both deciding how and when they see content and the time they spend doing it.

And in fact, it can be gleaned from their observations that it is not that the ads are hated by consumers but rather that what is being done wrong is how to serve them. On Hulu, consumers can opt for a model with no paid ads or one with ads and free, as well as an intermediate model with a lower fee and fewer ads. Consumers often choose the model that carries advertisements. “It shows that the publicity does not displease everyone”, assures the manager to . “It means that if you put a value proposition in front of consumers they will make the choice that makes sense to them and that is a choice between time and money,” he adds. In his case, consumers are fully aware of how many ads they will see (about four for each episode) and especially that the weight of advertising will actually be lower than that of traditional TV (in the United States, its market, between 14 and 15 minutes per hour). Knowing how much advertising they will have in advance and especially knowing that the pauses will be low makes consumers feel more willing to connect with them and their content.

Why bet on reduced models

The words of the Hulu executive are quite in line with the recurring complaints of consumers, who always regret that they are forced to see too much advertising, and also with some of the conclusions that some studies and some experts have reached. Reducing advertising and thus exposing consumers to fewer advertising messages not only makes the user experience much better but could also have an impact on how those messages are viewed and remembered. An IAB study indicated that consumers remember ads on streaming sites better than those on television. And streaming sites serve less advertising than televisions. To this can be added that reducing the advertising load instead of progressively increasing it could serve to alleviate the migration of consumers to ad-blocking systems, which are increasingly successful among Internet users and those who do little matter how many ads are served. The consumer sees none.

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