To further increase their income, YouTube and Netflix will now pruffer their videos of advertisements managed by artificial intelligence. And the result may annoy more than one viewer …
Since the race for AI started, all the platforms have been trying to integrate as much as possible, in order to play on the “cool” effect and, above all, to try to capitalize a maximum, in particular by optimizing their services. And, precisely, artificial intelligence could well be very useful in order to offer even more video advertisements to users, even if it means playing dangerously with their nerves.
On YouTube, Internet users have, for a while now, to deal with more and more advertising, the main source of financing of the platform. Without subscription to the paid premium formula, there is no other choice than to accept to watch several sequences of advertising before and during videos. The platform went so far as to block advertising blockers and extend its ads when it detects one.
Same bell at Netflix, which offers a standard subscription with cheaper advertising – but which still benefits successive tariff increases – for advertising. And, according to its financial results, it is an excellent strategy on the part of the platform, which has 94 million subscribers to this formula, and which it intends to exploit until the end.
The challenge is to place advertising at the best time and as long as possible, in order to mark the spirit of the user and prevent him from passing the announcement. The ideal, it would even be that he abandoned his video by clicking on it! In order to increase the impact of its pubs, Google has developed Peak Points, a function managed by IA which makes it possible to determine the passages aroused the most interest within a video, in order to insert a compulsory targeted advertisement. Imagine: you are about to obtain an important revelation or information, the one for which you clicked on the video, and, when you are going to have it, an advertisement page! There is nothing more frustrating!
A doubly winning technique for Google. On the one hand, relying on the cognitive bias which causes users to reach its maximum when the tension rises, the company maximizes the impact of its advertising pastilles, which is a weight argument with advertisers. On the other hand, she ensures that users do not click on it and remain on her video, since they have reached a point where they absolutely want to know the rest. In short, that’s all benefit!
On the Netflix side, the platform has decided to use AI to use the available brain time as much as possible. “”If we are compared to our competitors, the attention we capture is higher at the start … and it remains it until the end“explains Amy Reinhard, president of advertising. And her subscribers are”also attentive to advertisements broadcast in the middle of programs as to series and films themselves“. Also, from next year, interactive advertising formats and generated by AI will be broadcast in the middle of content and during reading breaks. What give us the impression of being cows with milk that we want to milk to the last drop …