According to the research report, the OTT advertising market in 2017 will reach 2.5 billion yuan. From last December to the Spring Festival this year, OTT advertising for many brands has achieved a three-fold increase. Two characteristics, such as mandatory viewing and high reach, make OTT advertising the most gold-minded company.
It is understood that many Internet TVs, including more than a dozen mainstream brands such as LeTV, currently have boot-up advertisements. As a derivative of Internet TV, especially in recent years, the profitability of TV sets has gradually been squeezed. Under the boot advertising has become very common. The reasons for this are still inseparable from the intensified competitive market of Internet TV in recent years. TV products have low prices and manufacturers' profits are meager. Therefore, start-up advertising has become a way and means to make up for profits. "When TV is switched on, ads will be pushed." Internet TV currently on the market, with a short boot time of 15 seconds and a length of one minute, has become an important source of income for video service providers and content service providers.
In general, after Internet TV accesses the Internet, service providers can control the placement of advertisements in the background, which is as short as 15 seconds. The one-minute long boot advertisements appear when consumers use Internet TV and cannot be deleted. You can't skip or fast-forward. You can only hold it until you read the startup ad. Users can see the program they want to watch.
Based on this, a number of Internet TV companies have stated that it takes a certain amount of time for the smart TV to start up. This period of time is ineffective for the user. Therefore, in order to ease the discomfort caused by the short black screen and boring picture when the camera is turned on, Internet TV will insert boot advertisements, which will not delay the user's time, but will help ease the boring atmosphere of waiting.
Obviously, Internet TV startup advertising is not unique to the industry. At present, this behavior has become almost normal in the industry. However, not every consumer is willing to “buy itâ€. Consumers are not happy to spend time watching TV and not only spending money on television. It is further argued that this forced user to look at advertisements is suspected of infringing user rights and questioning their legality.
According to related online surveys, 92.9% of respondents believe that boot advertising is unreasonable; of these, 65.2% believe that boot advertising is not only unreasonable and has affected the mood of watching TV, which is difficult to accept. At present, the advertisement durations of various brands of Internet TVs vary from 10 seconds, 15 seconds, 20 seconds, and even up to half a minute. 97.2% of consumers said that the maximum acceptable advertising time is 15 seconds.
Industry stakeholders believe that consumers are buying TV, imposing on-the-air advertisements that are suspected of bundled consumption and forced consumption. According to article 44 of the "Advertising Law", the use of the Internet to publish and send advertisements must not affect the normal use of the Internet by users. Ads posted on Internet pages in the form of pop-ups, etc., should be clearly marked with a closing sign to ensure one-click closure. It is apparent that Internet TV cannot be deleted, skipped, or fast-forward. Therefore, there are views that even if Internet TV companies can put on-air advertisements, they should give consumers more choices, so that consumers can set their own discretion whether Watch boot ads.
In practical terms, TV push advertising will only bring greater disgust to consumers and not promote new consumer demand. If TV manufacturers can seize this opportunity to dig out consumer pain points and stand out from the perspective of consumers, it is indeed feasible to launch a "clean" TV, which will certainly bring about different opportunities. In addition, according to the Consumer Protection Law, consumers have the right to choose their own goods or services. Independently decide to buy or not purchase any kind of goods, accept or not accept any service. The practice of mandatory insertion of advertisements on Internet TV is undoubtedly in violation of the right of consumers to choose freely.
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