You must have encountered such a problem. Turn on the TV and have a long startup ad. You can't skip it. You can't fast forward. You can't even shut down...
TV ads are crowded with people
In the early days, when we watched videos on the Internet, we basically searched for resources and downloaded them. Later, with the rigorous investigation of related departments and the rapid development of network bandwidth, we began to become accustomed to watching online. At this time, advertising has become an important source of revenue for video service providers and content service providers. Those advertisements that are 15 seconds in length and 150 seconds in length are worthless if you are not a paying member user.
At present, under the circumstances that the Internet is universally popular, smart TVs have further penetrated into users. The point-to-point broadcast viewing mode has given families a big screen with a “second springâ€, which has certainly driven the prosperity of the big-screen marketing industry. The OTT advertising market we often say also shows a blowout trend. Earlier, the price of the start-up advertising magazine of LeTV had already reached a price of 1.8 million/day, which is comparable to the 10 second advertisement before and after the CCTV news broadcast, which is enough to see how crazy the market is.
The strong return of the family's big screen has brought OTT advertising to the surface. Many people may not understand what OTT (Over The Top) actually means. In fact, it refers to the Internet TV business, and it also has the dual attributes of Internet and television. The OTT that accesses the Internet has unparalleled content advantages. In addition to watching TV, users can also play games and shop through OTT terminals.
In addition to our common startup advertisements, the form of OTT advertisements is divided into?
1. Player list page package box advertisement: refers to the advertisement displayed outside the video frame when the user does not select full-screen playback
2. SMD advertisements: display with dynamic video before the video is played
3. Suspend advertisements: As the name suggests, click on pause to pop up ads in video playback.
4, corner sign advertising: generally in the lower left or right corner of the video playback screen, does not affect video viewing, display time is longer
5, the application of open screen advertising: European GIF pictures with static pictures, full screen display after starting the application
In fact, as the user, the above five forms are still relatively acceptable, but the large-scale application of boot ads still attracted a lot of Tucao sound. Some people think that "there are ads with booties"; some people think that "what TVs do I spend to buy ads on the basis of what?"; even worse, the TV makers with boot ads have also sued the court. The reason why so many people spurned boot advertising is because people do not understand the story behind it...
Do you want to see the Logo or see the advertisement?
In recent years, in addition to Internet TV manufacturers such as Xiaomi and Xiaowei, traditional TV brands have begun to join the lineup of smart TVs. The richer content resources and applications can obviously meet the needs of more people. At present, in addition to Internet TV manufacturers, there are also a few phenomenon that traditional TVs have been implanted with boot advertisements. This is an important source of profit, and of course, it also leads to many users' tantrums.
In fact, for this matter of boot advertising, the author suggests that we still look at it rationally. Because all smart TVs are currently equipped with Android operating systems, just like our Android phones, it takes a certain amount of time to turn on the system. TVs that are not plugged into a boot ad are either showing the brand logo at startup or are dead black. Instead of inserting advertisements during the warm-up period, it is understandable.
Moreover, the contents of smart TVs have to be updated once a day, so whenever we see the latest video resources, we will update the buffers to the TVs in the cloud. This will inevitably take time. Maybe you may think that the author is too true, but even if the hardware equipped with an intelligent system takes precedence over the hardware, it will take at least 5 seconds to boot. The mainstream configuration of the TV is basically about 10 seconds or longer.
From this point of view, inserting advertisements when the TV is warmed up is not totally incomprehensible. TV makers can earn profits to a certain extent, and users do not have to stare at the black screen or Logo. Isn't it a double killer? And TV OTT advertisements are usually forcing higher prices. Companies like Mercedes Benz, BMW, Unilever, Coca Cola, and cleaners all put OTT advertisements in succession, and which advertisements can be of value to users.
Looking at television advertising for so many decades, so concerned about boot advertising?
Television has been around for decades since its birth. Until the birth of Internet TV or smart TV, we have been watching TV programs through TV antennas or cable. Most of them have been flooded with advertisements. Love does not love to see, useful to you is useless, you need to read patiently. The appearance of Internet TV breaks the conventional way of watching TV, that is, broadcasting, which saves a lot of time watching advertisements.
When more and more people started to spit up Internet TV startup advertisements, I couldn't help but ask everyone. Isn't cable TV advertising? Even the current cable set-top box inserts advertisements when it is turned on... So why is it that everyone is starting to fail to accept Internet TV boot-up advertisements? I think there is some meaning of "pick the bones inside the egg."
Let's take a step back and say that in terms of advertising quality and accuracy, the boot advertisement of Internet TV is absolutely more nutritious than cable advertising. Usually, Internet TV OTT advertisements will accurately locate the user population through big data analysis, and will be based on the consumption levels of different age groups and purchase TV prices. In other words, some of the startup advertisements you see may be tailored for you.
The purpose of the author's writing of this article is not to praise how good a TV boot advertisement is, but to analyze the boot advertisement through objective facts. It is actually not as annoying as we imagine. In the Internet eco-model, OTT advertising is bound to become even more popular. As a user, we should not just go to Tucao and complaining, but rather we should understand and explore the value of advertising.
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