For years, one of the most important distinguishing features of VOD platforms compared to linear television was the lack of advertising blocks. It is true that we all still love “Christmas with Kevin in Polsat”, but if we can watch the same film in peace, without several 10-minute breaks, we will definitely take advantage of such an opportunity. TV commercials in their current form are slowly becoming a relic of the past.
Unfortunately, recently, VOD platforms seem to be returning to what discouraged us the most in “traditional television”, i.e. advertising. Moreover, they do it in the worst way possible. Probably everyone who has seen advertisements on YouTube can confirm that watching commercial blocks on Polsat is a fascinating adventure compared to them.
Ads on YouTube are not only annoying as hell, but also repetitive. Within an hour, the service can serve us exactly the same clip several times. Unfortunately, other video sites are following in YouTube’s footsteps. One could even say that the revolution has come full circle and is eating its own tail.
Netflix also bets on ads, but promises that they will be interesting
One of the platforms that has recently bet on advertising is Netflix. Last year, this service introduced a new subscription with advertisements in selected markets (including the US and Canada) – it is cheaper than the “Standard” plan, but in exchange for a lower price, users must prepare for watching advertising cutscenes.
Moreover, at the end of June Netflix has decided to remove the cheapest “Basic” plan from its offer in Canada. As a result, users who now want to take advantage of the cheapest plan are somehow forced to choose a plan with ads. This is a disturbing signal, because it may mean that the platform actually wants to bet more on advertising.
Another sign that Netflix intends to develop its advertising model is the latest “. They show that Netflix is currently working on a new generation of advertising formats that are to be more interesting and better tailored to service users.
The platform wants to encourage new advertisers to leave their money to it, among others using the so-called episodic campaigns. It’s about a series of ads that would be presented to the viewer in the right order and – most importantly – without repeating the same clip several times.
They know what you’ve already seen. This could mean a return to episodic commercials. Previously, you couldn’t guarantee that a viewer watched a particular video. Now you can prepare 15 ad episodes and ensure that the recipient sees them in the right order
– explains one of the anonymous sources of the Financial Times.
“FT” also cites the words of the head of a large advertising agency, who stated that Netflix is already generating more revenue per user via the ad-supported plan, compared to the standard plan.
Netflix in Poland. No ads yet, but…
In Poland, Netflix currently offers three subscription plans – Basic for PLN 29 per month (i.e. the one that has just been liquidated in Canada), Standard for PLN 43 / m and Premium for PLN 60 / m.
We don’t have a subscription with ads – so far – but Netflix’s recent activities in other markets make it clear to us that one will appear sooner or later. And if that happens, the next step will probably be to scrap the cheapest Basic Plan.
Source: Gazeta
Mabel is a talented author and journalist with a passion for all things technology. As an experienced writer for the 247 News Agency, she has established a reputation for her in-depth reporting and expert analysis on the latest developments in the tech industry.
