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+Molly Wood: The 30-second pre-roll ad must die.
The 30-second pre-roll is the blink tag of our era. It's the ad format that drives users crazy, and it's just not right for Web or mobile. Here's how to fix video advertising and make online video pro...
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Companies using 30 second pre-roll advertising tacked onto online video should fire their ad agency or whoever was responsible for telling them they could get away with repurposing television advertising for the internet as if they are the same medium. It creates more irritation than goodwill. There are better ways to attract and engage viewers online with video without irritating people and instead creating brand goodwill.
Conceptualizing the advertising for online use instead of tacking television advertising onto online video as a preroll. If that's done, the budget allocation will be effectively used instead of the wrong tool being selected for the task.
How do you conceptualize advertising for online use? Do you have any specific tools you know to be well suited for this?
Totally agree. Watching a movie on Crackle last week meant watching the same Geico commercial, over-and-over, every 10-15 minutes. It's not even that there are commercials that bother me, as I accept that from using a free service. But watching the same ad, for some reason, infuriates me. Appreciate what Hulu is attempting to do with their ad-customization service but even they run just a handful of commercials.
"As a user, I like this. As a content producer, I fear it. Advertisers should hate it." [in reference to the Youtube skippable pre-roll ads]
+Molly Wood , correct me if I'm wrong, but it seems you're completely misunderstanding the purpose of Youtube's "Skip in 5 seconds" model. Advertisers should love it, because they only pay if the ad is not skipped. With traditional video ads, as you said, users are forced to watch and get annoyed and the publisher and advertiser "make an enemy, not an impression". By contrast, Youtube's model means that each view advertisers pay for is a voluntary, sat-all-the-way-through-the-ad view, the value of which is much much higher than with a traditional video ad.
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