We’ve all been there. You click on a link to a video that really interests you and you’re hit with a pre-load advertisement. You stare at the counter that counts down those precious seconds until you can skip the advertisement. Then when that glorious moment arrives you click on “skip this ad” as fast as your little finger can. I know that I never pay attention to a pre-load advertisement, even if I’m not given the option of skipping the ad I will just look at something in a separate tab while it plays through.
We’ve all been there. You click on a link to a video that really interests you and you’re hit with a pre-load advertisement. You stare at the counter that counts down those precious seconds until you can skip the advertisement. Then when that glorious moment arrives you click on “skip this ad” as fast as your little finger can. I know that I never pay attention to a pre-load advertisement, even if I’m not given the option of skipping the ad I will just look at something in a separate tab while it plays through.
This is why the announcement from Hulu about only accepting payment for an advertisement if it plays 100% of the way through shocked me. If I can skip an advertisement in any way I will do it. This news opened my eyes and made me realize that maybe not everyone avoids online advertising like I do. While I avoid the ads like the plague it seems that some people will actually sit there and, shockingly, enjoy them. Hulu is obviously confident with the number of people that watch ads to completion that they are willing to switch to this 100% only model.
I believe pre-load ads that are just recycled television advertisements are wasted media. In a digital setting it is always better to spur some sort of engagement. Ads that require my action to move forward are a lot more likely to catch my attention than an advertisement I’ve seen on NBC thirty times before. I think pre-load ads are still a little bit away from reaching their full potential. Let me choose an ending, let me customize what I see a little bit, and I will be much more likely to give the advertisements my full attention instead of relegating them to a separate tab until they are done.
What do you think about pre-load ads? Are they effective?
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