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Not particularly looking forward to 'Netflix with ads' discourse. Mostly because it will mean the company incentivizing users to give up data, using their games to generate targeting key values, pushing sub-accounts per user and also pretending the digital video ad market works.Permalink On twitter.com
♻️ 3 Retweets
❤️ 43 Favorites
Mood -1 🙁
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Programmatic digital video ads suck. The market does not generate good campaigns, VPAID destroyed any chance at buyers having reasonable metrics expectations, the underlying tech has never been properly refined, buyers make particularly poor assumptions,...Permalink On twitter.com
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Mood -2 🙁
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and almost no video ad is well designed for the digital video experiance. Worse, the people who are paying the most money for long complex ads are the ones least well integrated with viewer expectations of digital video ads which are basically set by YouTube at this point.On twitter.com
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Mood -4 🙁
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Fairly or not viewer expectations of what video ads in the digital world should be are constantly pushing the time downward and the people making the ads don't want to acknowledge this...Permalink On twitter.com
♻️ 1 Retweets
❤️ 8 Favorites
Mood -1 🙁
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also don't have creative production cycles that understand the costs of video to properly well-fit creatives because they work on the TV model and expect TV ads to be reusable across TV and digital video and it just doesn't work that way...Permalink On twitter.com
❤️ 10 Favorites
Mood +2 🙂
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The way buyer pressure works means that buyers expect reusable creatives across platforms with very different experiances when that just doesn't work in video and Netflix doesn't have the right leverage point to fix any of these problems.Permalink On twitter.com
❤️ 8 Favorites
Mood -3 🙁
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For better or worse digital display is a unique genre of advertising and creatives reflect this properly, as does campaign planning. That has not yet occurred for digital video and I don't expect Netflix will be able to make it happen.Permalink On twitter.com
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Mood -1 🙁
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Anyway... I don't usually give advice to buyers/agencies but I would love to see this improve even a little so: Take the time and resources you book to generate a 2m 30s ad and instead generate a nice big set of similar looking but separate different 15s ads all at once. Please.Permalink On twitter.com
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Mood +10 🙂
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Let me put it this way: half of the digital video ads I see don't even tell me what brand they're for before the skip button pops up. I promise you, no one other than other marketers watches a 2m30s digital video ad intentionally. Don't be that kind of dummy.Permalink On twitter.com
♻️ 5 Retweets
❤️ 26 Favorites
Mood +2 🙂
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Even movie trailer ads now have a 10s trailer before the trailer ad itself. Just keep it short.Permalink On twitter.com
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Mood 0
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Big prediction: Netflix will get into a big public measurements mess with advertisers very quickly.Permalink On twitter.com
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Mood 0