Nowadays, there are two ads at the start of a YouTube video, and if the video is long, there are also ads during it. We open a video with our finger already nervously poised over the “skip ad” button. During a documentary or a fun video, an ad suddenly appears, cutting off your focus or the emotion of what you’re watching.
. How healthy is advertising in the digital world?
. Do brands consider the negative side of repetitive and intrusive advertising?
. As a consumer, what do you think of this type of online advertising?
My name is Natasha, I’m 34 years old, and I’m a recently graduated Advertising professional from UniCarioca in Rio de Janeiro.
I imagine they’re more concerned with the return on their advertising spend on a given platform than with the wear and tear or negativity of repetitive and intrusive advertising.
They probably only worry about the negative effects if they see a drop in revenue.
I don’t buy from companies that abuse telemarketing, spam, intrusive ads, pushy product newsletters, cliché promotional tactics (enter your email to download this PDF…). I actually block them, and it makes me feel repulsed by the brand or company that uses this.
Advertising always lies a little to itself, doesn’t it? Everyone knows that too many consecutive insertions cause a bad effect on the target audience, that message absorption gets impaired, that relevance gets diluted, yet that’s still what you see most. I think, however, that on YouTube specifically, there’s also Google forcing Premium down everyone’s throat.
Just a reminder that the number of ads isn’t exactly the brand’s fault, but the vehicle’s.
I had a pretty bad experience with G1 on the day the video of Bozo’s meeting was released. The Globo News “live” was highlighted on the portal, so I rushed to watch it.
When I hit play, they threw a nearly one-minute ad at me (I don’t remember the exact time, but it felt like forever) with no skip button.
Here’s the situation: I came in to watch breaking news, something urgent that was already airing, and the portal forced me to watch an entire ad first. Extremely frustrating
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Speaking of which, I’ve never seen a skip button on Globo’s videos.
And not having the option even during breaking news is pathetic.
Hi Natasha!
It’s really interesting that someone from advertising is actually interested in the public’s opinion and not just limited to what the client wants.
Alright, let me share my thoughts on your questions:
Advertising in the digital world is quite complex. At the same time that we have the benefit of receiving information more tailored to our personal tastes — unlike prime-time television, for example, where people with very different tastes are watching — I can see a promotion for a product from my soccer team, while my girlfriend sees an ad for a makeup product she wants, for instance.
But as the “best in the world” used to say, not everything is sunshine and rainbows in Joseph’s life. There are also some downsides, such as the restricted reach of posts on social media. I understand that if I’m on a social network — since I’m not forced to have a profile there — I have to abide by their rules, but as someone who isn’t a content creator, I can’t get all my friends to see a certain photo I posted from a trip, for example. I find that frustrating.
Another negative point, moving on to the second question, is precisely repetitive advertising. I have a (I’ll avoid using the word I thought of) giant YouTube ad from that company that promises it’s easy to make a million. I was a customer before and didn’t like it (before this avalanche of ads), but even without that prior experience, I would NEVER be a customer of a company like that.
In general terms, I think the line between well-done advertising and annoying advertising is very thin. Companies should be a bit more concerned about this, but unfortunately, common sense is lacking.
And I also miss more fun ads, like there used to be many in the past (in general, not just digitally).
I understand, but doesn’t the brand choose where to advertise? I don’t see ads from certain companies on YouTube, while others use the platform less aggressively (for example, they don’t push their content repeatedly). Why can some manage that while others can’t?
I think it’s related to the amount of budget allocated to each vehicle.
On Instagram, for example, you set the campaign duration and the daily spend. The more money you allocate per day, the more you’ll appear among the target audience you specified.
That’s bad for the brand too. We know the platform can track how many times it has shown the ad to the target, how many messages it has sent, the frequency, etc. So it both drains the advertiser’s resources and annoys the target. It makes the platform look not very smart. Now, if that display frequency setting is a parameter that can be configured, then the blame falls on the agency that created the ad. But there are those that act in bad faith — I don’t know if you’ve ever received messages, clicked opt-out, and still kept getting ads; sometimes the opt-out even gives a little “oops” error, saying it wasn’t possible to remove your number or email. It’s really annoying.
Oh, another thing — this insistent repetition about having something to do with neuromarketing, there must be some study on it. I think it’s a neuromumbo-jumbo.
In lower-demand videos, there are quite a few. I watch a lot of Globo Esporte and there are plenty. As for live streams or very high–demand videos, I can’t say for sure. I believe if they exist, they’re heavily reduced.
It’s random, in most cases. You hire a service (AdSense, for example), input your product information, and that’s it. The service takes care of delivering that ad to all the sites and blogs that use that platform to monetize, based on the information they know about you.
That’s exactly what Sleeping Giants Brazil has been doing… trying to alert companies that they may be funding fake news sites without even knowing it.
The vehicle causes this, but agencies also plan and sell a certain ad cadence, based on statistics, expecting a specific return. And these statistics don’t necessarily match reality, since the number of people who either simply don’t watch the ad, or even reject the message due to excessive repetition, is equally not measured.
