Video entertainment and advertising have gone hand in hand for years now. For quality content, we have had to make sacrifices in a few seconds or even minutes of our life to sit through some advertising that we probably didn’t as for. However, with new techniques of storytelling and message formulation, why does advertising still resort to intrusive advertising.
In case you are one of those strange people who don’t use Facebooks I will fill you in on what had just happened. A rather tactical and total screw up on behalf of whoever is paying for these adverts, Facebook has realised the monetized potential a lot of the videos that have on your news newsfeed. As a result, just nearing the end of you video, the screen snaps to some short ad about the next big protein shake or something. This is a tactical method, as you are clearly invested in the video you are watching since you have made it this far in the clip. However, because you are taken away from the immersion and forced to sit through a minute of consumer advertising you are then inclined to either leave the video or angrily sit through it.
What these brands may not know is that even though they might be gaining thousands of impressions this may potentially have negative effect on their brand personality. Where they might thing that they are positive results on impressions they are receiving online, the new brand perception more like a needy child wanting attention.
Why Intrusive Advertising Is Bad
Advertisers have noticed the declining audience in advertising for years. Ever since television ads we have found new creative ways to avoid adverts. With the rise of the Web advertisers have used many techniques to monetize the content that is there. According to Krammer the first instance of online advertiser was a web banner by AT&T. This later evolved into huge flashing animated banner ads that would take up your bandwidth and make your computer screen resemble the strip in Las Vegas.
Krammer explains that this method of advertising is hardly effective. It might get seen but rarely results In individuals, buying the products. Apparently in 2008 the clicks per view had felled below 20%. Furthermore, when a web searchers are completing a task they tend to keep to the task at hand and ignore the banner ads, this is banner blindness, and with the ads around the content it becomes easy to focus and avoid the ads.
The response from advertisers are to either come up with more creative stories to tell or more tactical ways of sharing the message. However, if the advert is not relevant to the viewer and they are more invested in what they were watching the ad will have a more negative affect that good. Whist a brand is trying their best to get seen, by being intrusive, the viewer may link a negative idea to the ad regardless of the message they are trying to sell.
When Advertising Works
My argument does not state that advertising does not work as there has been a quantity of successful adverts. For instance, in my studies I have noticed how some adverts have made their way into UK culture, these are the Christmas ads. In this they have found a way to tell creative and emotional triggering stories to appeal to their viewers. Here we can argue that this is due to timing and relevance that we can lend the success to these adverts.
Another tactic that PR employs is Native advertising. This is a clever tactic in which in the ad hides itself amongst the content the viewer is searching for. In this the searcher may click on the ad with intent and proceed to learn more about what the advert is trying to sell. Facebook and Instagram have effectively done this with the idea of scrolling through content. Ads have put themselves not on the side banner but in the newsfeed between the content you search for. With cookies, Facebooks complex algorithm finds ads relevant to you. This was not so intrusive as it could simply be ignored if it was not interesting. However, with ads between video content on Facebook it feels like a regression back to television.
With such efforts that have been made to prevent intrusive advertising, the question remains why advertisers put such efforts in producing content that potentially gets a negative reaction, especially when new tactics have been created.