In January 2024, Amazon introduced ads in its programming. It was one more (the last important one, in fact) on the long list of platforms that were embedding them in their catalog, seeking to improve their results and Following the steps of which already marked the rhythm of changes in industry, Netflix. And although he promised a very specific percentage of advertising in his programs, now – a year and a half after that ad – is increasing it without warning.
Three to six. The treatment seemed reasonable: two to three and a half minutes of advertising for each hour of programming. But According to Adweek From a study made with six advertisers and documents to which the medium has had access, that percentage has been bent in recent months, until it reaches about four-seis minutes per hour of programming. Earlier this month, Amazon herself announced it in an email aimed at her advertisers, according to Adweek.
Why do they. The Amazon movement has a clear objective: to increase the number of spaces available for advertising, which goes in line with the improvement of its services for advertisers, which also details the medium: an information system to its customers about the performance of their ads that, apparently, exceeds its competitors, auctions private space and improvements through artificial intelligence facing the future. At present, its average advertisements is comparable to that of other platforms, but it is still far from traditional television, where advertising is around fifteen minutes per hour.
Advertising arrives to stay. Virtually none of the great platforms are already broadcasting without ads. Netflix was not only the first, but is eliminating the basic plan without advertisingso that subscribers have no choice but to pay more if they want to avoid it. They followed him Max from Warner, Disney+ and Skyshowtime. Only Apple TV+ seems to resist at the moment to implement them, although He will do it In the future. And the thing is not going to change at the moment: they are generating income, so Amazon’s passage makes sense.
Better ads. Although the increase in advertising is not good news for anyone (not even for advertisers, who see how the exclusivity halo disappears that these spaces could originally have), it is true that it is more sophisticated advertising than that of traditional television, more online than what happens on the Internet, but less massive. In this way, advertisements can not only be segmented according to interests and demographic groups of the audience based on the data that Amazon keeps over us, but technological advances can be implemented such as the possibility of buy directly from the ad. In the Amazon store, of course.
The experience falls. Of course, there is a principal harmed in all this: the client who sees how the ads multiply without being able to do anything to stop them. All this happens while the promised higher qualities in image and sound, such as 4K among others, are not standardized except the opposite. On Amazon herself, for example, Dolby Vision and Dolby Atmos They disappeared from the Basic Prime Video Planwhich, for practical purposes is a rise in the cost of the service even if the rate does not change: less quality, more advertisements, in increasingly degraded services.
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