Campaign UK

In­tru­sive so­cial ads should be avoided, ex­perts say

- By Emily Tan

Brands should move away from in­tru­sive ad for­mats re­gard­less of the op­tions of­fered by so­cial me­dia plat­forms, in­dus­try ex­perts have said.

It fol­lows Youtube and Face­book’s adop­tion of op­pos­ing video strate­gies.

Cam­paign re­vealed last week that Youtube will dis­con­tinue its 30sec­ond un­skip­pable ads next year in an at­tempt to im­prove user ex­pe­ri­ence. Mean­while, Face­book has an­nounced that in-feed videos will au­to­mat­i­cally play with sound on.

While sup­port­ive of Youtube’s step to im­prove user ex­pe­ri­ence, Dan Rosen, global ad­ver­tis­ing di­rec­tor at Tele­fónica, praised Face­book’s move, which he called a “brave de­ci­sion”.

Mean­while, Cal­lum Mc­c­a­hon, strat­egy di­rec­tor at Born So­cial, said that if brands want to at­tract users to their films, they need to “cre­ate video con­tent that peo­ple en­joy watch­ing”.

He added: “So­cial video needs to be watch­able and share­able rather than an­noy­ing and in­tru­sive.”

Mc­c­a­hon spec­u­lated that Youtube may be con­cerned about los­ing view­ers, while Face­book is more fo­cused on pleas­ing ad­ver­tis­ers.

“Face­book has made a cal­cu­lated bet that users won’t mind [sound],” he said. “Read­ing be­tween the lines, Youtube is wor­ried about the progress Face­book is mak­ing in this space.”

How­ever, just be­cause Face­book has aborted its silent-video de­fault does not mean brands should rush to em­brace it, Sam Fen­ton-el­stone, chief dig­i­tal of­fi­cer at VCCP Me­dia, said.

“This is a short-term gain for longterm pain,” he said. “All ad­ver­tis­ing needs to move from dis­rup­tion to com­ple­men­tary forms and nar­ra­tives. Ad-block­ers are a symp­tom of a re­la­tion­ship that is sick. The more we move into an ecosys­tem which fa­cil­i­tates a less dis­rup­tive ap­proach to de­liv­er­ing brand mes­sages, the bet­ter.”

Face­book’s move away from silent video is sur­pris­ing in the wake of re­cent Twit­ter re­search that found silent, in-feed videos per­form well in terms of viewer rec­ol­lec­tion and rel­e­vance. Joel Roberts, per­for­mance di­rec­tor at Me­dia­brands So­ci­ety, said muted videos were ef­fec­tive: “When the cre­ative was prop­erly op­ti­mised for Face­book, it was a nice user ex­pe­ri­ence.”

Roberts be­lieved Face­book wants to make it eas­ier for ad­ver­tis­ers to prop­erly com­pare videos with Youtube: “The Face­book ad plat­form pro­vides like-for-like video met­rics for cross­chan­nel re­port­ing but the ele­phant in the room has al­ways been the fact Face­book’s ads don’t play with sound.”

Face­book’s TV app launch last week may also be be­hind the de­ci­sion, he added. “It’s cheaper and eas­ier for brands to have as­sets that work on mul­ti­ple chan­nels, and that’s go­ing to help sell im­pres­sions.”

 ??  ?? Youtube: ax­ing the 30-sec­ond un­skip­pable ad for­mat next year
Youtube: ax­ing the 30-sec­ond un­skip­pable ad for­mat next year

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