Cecilia Cury
Jan 28, 22 | 5 min read
Demand for advertising on streaming services is falling
Reading time: 4 minutes
A few weeks ago my family and I got together for a special lunch, and at one point my sister wanted to show us a video she had seen on social media. One of those family activities that demands our attention.
My father, mother, niece, brother-in-law and I were all focused on their phones, waiting for the video to end, and suddenly we were hit with a loud and flashy advertisement for a delivery app (which, to make matters worse, was already installed on my sister's phone).
We were so scared that we lost our curiosity and didn't finish watching the video; we distracted ourselves by commenting on how these types of ads — unfortunately, very often — interrupt a good user experience.
I was therefore not surprised by the results list of tunisia consumer email of the GroupM study , which asked streaming platform users the following question:
“How likely are you to accept having to watch ads if it meant a lower monthly bill for streaming services ?”
What the data shows us
The result of the previous survey indicated that about 76% of respondents were more willing to watch commercials , up from 73% in the most recent survey .
While it's only a subtle drop, that 3% may indicate the obvious consumer behavior I was already feeling that day with my family: people hate interruptions .
And that delivery app ad made me think that society is becoming less tolerant of ads, and a bad user experience with an ad can be the culprit for poor sales and poor conversion results.
This is something we’ve known for quite some time: In 2017, the CMO Survey said that nearly 3 in 4 social media users (74%) think there are too many ads.
Another survey found that 69% of American adults believe that ads on streaming services are repetitive and 79% are bothered by the experience.
It's safe to say that no one likes to be interrupted, and with multiple entertainment options at our fingertips, it's likely that fewer and fewer people will be willing to put up with this.
This could be the reason why a user doesn't watch a video until the end, stops listening to a podcast, or even unsubscribes from a streaming service that, even if paid, insists on having commercials before and during its content.
Why Marketers Should Pay Attention to This
Platforms like TikTok have gained ground and challenged advertising for professionals around the world. In addition to these challenges, marketers and businesses need to be aware of every stage of advertising production and not just the script of a commercial or the results it generates.
User behavior should guide your ad creative process, much more than the budget you have to invest.
Talking to my peers responsible for performance in their respective roles and looking at a few years of experience in this, I found some commonalities when it comes to the following question: Is it possible to advertise while promoting a great experience?
I have selected a few thoughts on this to share with you below.
Keep reading!
Is it possible to advertise while promoting a great experience?
Well, for me and my colleagues, the answer is, of course! And, at the same time, it is not an impossible mission, the things that we really believe all advertisers should keep in mind for a good user experience when developing an ad are:
1. Narration
Even by investing in short dance videos or image transitions between products for your ad, it is possible to tell a small story or establish a connection with the user. Research the best way to do this and make sure to connect your product or service objectively.
2. Where will it be displayed?
There are several professionals who use the reach and engagement provided by the data from the advertising platforms themselves to define the best channels, schedules and targeting.
It is true that we still have to consider this, but it is also good to think from the perspective of where to know:
if your audience has a way to be there to see the film or tutorial;
if we can convert other viewers who are not part of your audience, but who could be attracted, into leads.
3. What time will the video be broadcast?
At the beginning, in the middle or at the end: you should consider the content of the video to know when is the best time to present it . Remember that nobody likes to be interrupted, but there is content that is worth it.
4. Carefully analyze associations that publish ads even on paid plans
This brings results. But do you consider the frustration of a paid user of a platform when faced with an ad? You need to be sure that the potential earnings are worth the potential expenses.
