Video ads are an­noy­ing and don’t work on so­cial me­dia

Manila Times - - Business Times -

NWe don’t like see­ing video ads in­ter­rupt­ing us on - ing, un­nec­es­sary, in­ef­fec­tive, and did I men­tion an­noy­ing?

I don’t know the ge­nius from

that plug­ging in ads at the start and mid­dle of a video is a great way to reach their in­tended au­di­ence. But I know for sure that the per­son re­spon­si­ble for it is a tele­vi­sion ad­dict born some­time be­tween the Tri­as­sic Pe­riod and the 1960s.

Boys and Girls, please stop with these video ads on so­cial me­dia be­cause the In­ter­net is not your grand­par­ents’ tra­di­tional me­dia. If any mar­ket­ing “ex­pert” is read­ing this, be warned. In­stead of en­dear­ing your brands to the au­di­ence you are just mak­ing us more likely to ab­hor them. I call these the “Video Ab­hor­tise­ments” and they are as nec­es­sary as diet wa­ter.

When was the last time any­one en­joyed watch­ing a 5-sec­ond video ab­hor­tise­ment on YouTube? I don’t know JOSEPH HOLANDES UBALDE

any­one who has ever skipped the “Skip But­ton” and thought: “Hey, watch­ing this ad­ver­tise­ment is more in­ter­est­ing than the video I ini­tially wanted to videos and of­ten­times they lag and you have to wait till they’re over be­fore you can ac­tu­ally see the con­tent you want.

These video in­ter­rup­tions need to stop be­cause they make the view­ing ex­pe­ri­ence chal­leng­ing for every­one. I re­mem­ber a time when YouTube and

good ‘ol days, am I right?

Nowa­days, I have to en­dure 5 sec­onds of a video demo from some ob­scure or up- and- com­ing mo­bile game or a web­site builder or some full cream milk be­fore I can watch me some “Wendy Wil­liams” or “The View” (sorry, guilty plea­sure, guys. I do like my noise).

The prob­lem with ab­hor­tise­ments is not that they’re dis­rup­tive at all but more be­cause they’re trans­form­ing so­cial me­dia into tra­di­tional me­dia.

With that, let me con­fess some­thing: I haven’t watched tele­vi­sion in five years. I con­sume most of my video needs al­most ex­clu­sively on­line. If

some stream­ing

ser­vice.

I watch the on YouTube.

But these ads are so sim­i­lar to TV com­mer­cials that they’re drag­ging the whole dy­namic spirit of so­cial me­dia back to the ‘60s. Why?

I’d like to share a re­cent tweet by Cal­i­for­nia- based “cul­tural ag­i­ta­tor” Chris Do (who by the way, in­spired me to write this en­tire col­umn):

“Num­ber 1 mis­take of mar­ket­ing is to treat so­cial me­dia like ad­ver­tis­ing. Peo­ple love to buy but hate be­ing sold to. Stop sell­ing. In­stead, trade value (ed­u­cate or en­ter­tain) in ex­change for cus­tomers’ time and at­ten­tion. Stop treat­ing new me­dia like old me­dia. It doesn’t work.”

for me is to skip the en­tire video al­to­gether. Or it makes me more se­lec­tive of the videos I do choose to click. If you are an ad­ver­tiser and you hap­pen to read this, con­sider some other al­ter­na­tive way to sell on­line. But please, stay away from so­cial me­dia. Go back to TV where you be­long.

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