Advertising and commercials have always been one of the simplest ways to have funds to invest in your content and services. It has worked since the days of the first private and self-financed TV networks that require continuous income to sustain themselves.
Who invests in advertising and why?
To create and distribute the commercials you see every day are large and small companies that want to make their brand and services known to the general public, convincing them to opt for them rather than the competition. The commercials have evolved over time and from simple shopping tips have become a real form of entertainment that seeks to attract the viewer with comic sketches, philosophical reflections or real stories that evolve advertising after advertising.
Industry experts are always looking for something new that can strike and remain etched in the memory of spectators, perhaps even aiming at persistent and catchy jingles. It must also be said that not always, however, have the desired effect and some users may begin to hate that particular advertisement.
From TV and radio, advertising then spread widely to other channels, first of all the internet. Those who started surfing during the 90s and early new millennium will remember the almost total absence of commercials on the net. Only with the massive diffusion of the web in all homes has we glimpsed the potential of the commercials that began to appear on all internet pages, generating revenues both for those who had to sell a product, and for the pages of content creators who have so was able to finance its activities.
From simple banners that invited you to click to be redirected elsewhere, we have moved to a format much more similar to television thanks to the creation of YouTube, a platform on which users can share their videos, becoming a real alternative show business for the new generations. The work of the youtuber is now very much coveted among young people because it allows you to create targeted entertainment content and earn through advertisements that are inserted by YouTube within the videos themselves.
The advantage of online advertisements, compared to television ones, is that they are calibrated according to the target. Sites like Facebook collect the behavioral patterns of users on the platform such as the news they read the most and the age range, elements that help to present sponsored content based on their preferences.
For example, if you are a gamer, the system will be inclined to show you advertising content relating to video games and consoles, thus presenting something that you might find interesting. This system, called ” addressable TV ” is enjoying particular success and soon seems to arrive also on your Smart TVs, televisions that allow you to connect to the home internet via a wireless module to show streaming content or even simply surf the web from the sofa.
More and more devices are equipped with it and in a few years it will be the standard for all televisions, so we must prepare to have a clear understanding of the business model of companies that aim to advertise their products online rather than through the classic TV channels.
How to defend yourself?
Although these are contents considered potentially “interesting” by the algorithm, they could soon become too many, thus leading the user to exasperation (this is not a novelty since we have already seen this cycle with television, starting with the classic “Carousel” that entertained viewers has come up with an aggressive model that offers no benefit to the end user).
However, the European regulation 2016/279 comes to the aid of consumers, which provides for the need to inform users in advance and with absolute transparency so that they can decide whether to give their consent or not, with the right of revocation at any time.
Do not let your guard down and always check the integrity of those who offer you such advertising content, otherwise reporting the lack to the appropriate associations in support of consumers. Companies will be able to receive hefty fines of up to 20 million euros, so this is not a violation to be taken lightly.
A world without commercials?
On the other hand, there are also users who try to completely bypass the advertisements, thus leading companies to huge losses. To cope with the insistence of advertising, software has been developed that block most of them, but this shortcut should be discouraged as it leads, in the long run, to the collapse of the self-management system of small sites and content creators. The shortest way is therefore not the most ethically correct and before exploiting these applications, which in the future could also become outlawed, we invite you to reflect on the damage they cause.
One of the recent events, which has been in the spotlight on the web for several months, is the phenomenon called “Adpocalypse”, or the advertising apocalypse. An ever-growing slice of users started using software to block commercials, especially on the YouTube platform, this has driven away many investors who no longer benefited from the partnership with the site.
In a chain reaction, large and small video creators were hit who could no longer monetize their content, forcing them, in many cases, to close their channel for lack of funds.
An ethical choice
In a future increasingly oriented towards the advertising model, it is therefore necessary to act ethically, both on the part of companies and on the part of consumers.
The former must always be clear and transparent, thus avoiding antagonizing the users they want to reach and the latter, in order to have their own content without spending considerable sums for subscriptions to various platforms, tolerate the commercials if they are in any case in accordance with their interests. Deceiving each other can only lead to the collapse of the system, with losses for both sides.