For video advertisers, the introduction of ad skipping as opened a whole new can of confusing problems. For the customer, skipping ads is a great idea. Instead of wasting time watching a boring ad, isn’t it a great idea to click on past it? Sure it is. However, what’s the impact of skipping ads on the multi-billion dollar video ad industry? There are some definite challenges and definite rewards. Let’s take a look.
The Challenges of Skipping Ads for Video Advertisers.
The big drawback to skipping ads is the obvious fact of fewer ad views. When a publisher pays for the ad development and placement, they are paying in hopes of attracting new customers. When potential customers skip ads, that means the advertiser isn’t getting the views they’re so desperately seeking.
The Rewards of Skipping Ads for Video Advertisers.
• Good user experience. UX, otherwise knows to the layman as the “user experience” is the prime metric when it comes to the ‘net. In order for any ad publisher to be successful, the user experience must be very strong. The problem, however, is that ads are generally viewed as a negative component of user experience. The solution? Give the potential customer the option to skip the ads. Customers like control and giving them options, they appreciate being able to have that control. This appreciation, obviously, translates into a far more positive user experience. In the world of web ads, a great user experience is usually a better payoff than having a viewed video ad.
• Publishers are compensated for skipped ads. Some skipping services such as SkipIt actually pay advertisers when a customer clicks through an ad. The way it works is simple. Customers can subscribe for the service of skipping video ads. Part of the cost is then transferred to the ad publisher who pockets the money simply for having a skipped ad. This concept is a mental reversal for most publishers. After all, the point of an ad is to get the product or service in front of a customer. However, if a potential customer is truly uninterested in viewing that ad, they’re probably not a good lead. That makes it good business sense for the ad publisher to receive at least some compensation for a skipped ad. In some cases, the publisher may even gain more revenue from the skipped ad than they would have gained from the traditional video ad placement.
Each ad publisher will need to weigh the positives and negatives that come from skipped ads. Yet as the advertisement-skipping technology matures, there seems to be an upside to permitting ad skipping.
By ZIPNON from Pixabay