YouTube this week caved to pressure to turn its consumer-friendly platform into just another intrusive ad vehicle. While some users have reacted positively, most are not amused.
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Doctor to Patient: I have good news and bad news.
Patient: What's the bad news?
Doctor: You have 1 month to live, give or take 4 weeks.
Patient: What's the good news?
Doctor: I just saved a bunch on my car insurance.
This week YouTube announced that they would be giving in to the pressure to turn their consumer-friendly platform into just another typical intrusive ad vehicle. Perhaps it was pressure from the Google vultures or perhaps it was just the inevitability of time. (I'm facing similar debate with my recent podcast monetization efforts, albeit on a scale of 1:1000000000000000.)
It's funny...a while back, I had a breakfast meeting with Chad Hurley, which was set up by their then head of ad-sales (ex-Yahoo). We chatting about a few advanced ad models and I gave my vote of confidence to some of their efforts, such as channels and also their less intrusive video-based ads that were 100% "user" initiated. Then, unceremoniously, their head of ad sales promptly left and I never heard from Chad et al again. Pity, as I would have counseled them categorically AGAINST this dumb effort.
Somehow their (read: Google's) spinmeisters managed to convince the press and trades that this story was all about shunning pre-roll ads. Certainly, when I saw the headline my heart soared. Sadly, this was in fact just a front to mask an overlay ad (interactive folk: can you say Eyeblaster, Shoshkeles, etc.?) which IS NOT INITIATED BY THE "USER". What a giant step backwards! What a cop-out! What next? Uninitiated audio as well?
While some bloggers and commentators have react positively, I am not amused.
In fact I am stunned by this blatant anti-consumer stance as this quote from YouTube's product manager suggests:
A 15-second spot placed before YouTube videos resulted in a 75 percent abandonment rate. The overlay style generated just a 10 percent drop-off.
Why should this ever have to be about lesser of evils? Why would YouTube basically admit to shunning 10% of their audience and consumer base? Beware. Beware. Today's 10% is tomorrow's 50%, especially if they are influencers and especially if you give your competitors (can you say broadcast networks?) half a chance to go for the jugular based on any exposed nerves.
Here's a thought: less intrusive is still intrusive -- AKA: if it looks like an ad, feels like an ad, smells (stinks) like an ad...then chances are, it's probably an ad.
...but don't take my word for it. Why not just let YouTube customers do the talking as is evidenced by the comments on its own blog post:
Mainyard48 (posted Aug 22, 2007, 06:59 PM)
Worst idea ever. When I start to see that crap, it'll be time to unsubscribe. I have no problem with sitting through a pre-roll . At least that won't obscure the actual content I wish to see.
crowcity (posted Aug 22, 2007, 10:01 PM)
That sounds TERRIBLE!!!!
b33p (posted Aug 22, 2007, 09:19 PM)
no thanks.
theestranger (posted Aug 22, 2007, 07:19 PM)
When television started adding ads like this to their shows, I thought "And these people wonder why ratings are constantly down...". There are better ways to make money Google.
tompty (posted Aug 22, 2007, 04:51 PM)
please dont do this google. its a really really bad idea, as you can probably tell from 99% of the comments below. we are constantly bombarded with companies trying to cram their advertising into our heads. youtube is currently a true sanctuary for original and unadultered entertainment. with many hollywood "blockbusters" having their scripts changed around a company for product placement ( McDonalds in "The Weather Man" etc etc etc etc!! ) why take away the truly first and revolutionary form of independent media that youtube has so far allowed! Is it not obvious simply why YouTube has had so much success until now? Anyways, i would hate to use so far lesser media content sites as i really like it here. But Whatever, Maybe you could get Daxflame to wear a Pepsi tie or something..
To be sure, there are positive comments as well...but for the most part the comment negative:positive sentiment certainly exceeds a 1:10 ratio.
Oh well, this will be the day YouTube moved from the conversation to the communication business.
One small step for Google, one giant leap backwards for YouTube and its customer relationships.
