People hate (most) ads

  • 72% of users polled say that bad advertising experiences have negatively affected their perception of a brand.

  • 86% of people agree that too many ads on a webpage makes them feel overwhelmed and more likely to ignore the adverts

  • 79% of TV watchers usually take out their phone or another device during commercial breaks.

Approaches that fail

Pre-rolls, OTT, Interstitals

Most of these will be cancelled out by any competent adblock software, while those that make it through will only cultivate a negative sentiment; People are used to accessing their chosen content immediately, your brand will be seen as wasting the audience’s time.

On top of this, many streaming services offer in-built ways of bypassing ads on creators channels by supporting that creator directly.

In-stream ad reads & sponsored segments

Youtube itself shows that an overwhelming majority of users reach for the skip button when an ad-read begins, and there’s plenty of evidence that an audience will tune out of a badly positioned sponsored segment in a live stream.

Sponsors

A brand logo or a ‘brand ambassador’ status can either be seen as a sign of legitimacy for an upcoming content creator, or it can be seen as a sign that they’ve sold out, that they’ve lost their authenticity under the terms & cnditions that must surely be attached to such a deal.
Above all, if the content doesn’t reflect the partnership, or if the visual elements are separated from the action, they’re easy to ignore.

Our Approach

Views are great, holding attention is better.

We don’t believe that all press is good press. People are stressed, attention spans are shot and audiences are more cynical and media savvy than the many expect, especially online. Our aim is to pair the right campaign with the right output, thinking past broad terms like “where should we run our ads?” We find out where your potential customers are, and present options that’ll cut through the noise and reach them where they’re already looking.