Brands publish advertisements on YouTube, Deezer, Spotify at great expense. Unfortunately for them, their spots serve to “irritate” users to push them to opt for a paid version. Without advertising.
You have probably encountered this horrifying situation. You connect to Spotify, Deezer or YouTube to listen to a podcast, music, watch a trailer, take a yoga class… Before even accessing the content, you are forced to endure long minutes of advertising (sometimes longer than the song you are interested in). You think you’ve done the hard part, start singing, dancing, getting into the subject? Hop, here’s the ad again!
Let’s face it, there’s plenty to rant about. Especially since, often, certain spots come back ad nauseam and are poorly targeted. A Parisian without a driving license is offered several times a day to sell his car, a person living in an apartment is subjected to regular shelling to push her to install skylights under a roof she does not have, a young bride is invited to test dating sites, a retiree is warmly entertained by a teenage voice who invites him to enroll in a communications school to find a work-study job.
A Parisian without a license is encouraged every 10 minutes to sell his car, a young bride is invited to set up a dating site, a retiree is invited to find a work-study job in the com…
Faced with powerless ad blockers, there is only one solution to stop this: switching to a paid offer. This can be understood. Artists need to be paid and platforms are businesses that need to make money. It’s fair game. This standoff between users and content providers creates losers that we don’t think of spontaneously.
Consider the advertisers who choose to advertise on these platforms. They use the services of agencies. Their creatives work for months, concocting briefs and slogans while imagining themselves attracting consumers. But the money spent and the hours of work accumulated actually have another purpose that can be summed up crudely: to annoy potential customers and serve as “irritants” to push them to put their hands in their wallets. More than ever, Spotify, Deezer and YouTube use advertising as a repellent supposed to move users to a paid offer guaranteed 100% without advertising. What a tragedy for brands and their advertisers. ! They dreamed of attracting the general public and thought they were characters from the series Mad Men. They have a worse image than call centers trying to sell heat pumps or professional training to ordinary people.
Lucas Jakubowicz
2024-02-01 17:16:30
#YouTube #Deezer #Spotify #advertising #overdose
