If you pay $11,99 for Hulu, you are ad-free.
If you pay $8 for Netflix, you are ad-free.
If you pay $10 for YouTube, you are ad-free.
If you pay $15 for HBO, you are ad-free.
If you pay $4,99 for Spotify, you are ad-free.
If you pay $8,99 for Twitch, you are ad-free.
I saw someone posting this on LinkedIn last week.
It immediately brought to live a big discussion that ended in one simple conclusion:
People hate ads.
The reasoning behind that conclusion was simple: people hate ads so much, that they’re willing to pay for an ad-free environment.
It’s a simple conclusion, but it’s also the wrong one.
In the mind of the consumer, there’s a continuous ongoing battle.
To pay or not to pay.
Is paying for an ad-free environment really worth it?
“This ad doesn’t interest me”.
“This ad is in the way of getting what I really want [a film, series or song song]”.
All great arguments to pay.
The thing, however, is that the consumer doesn’t necessarily want to be ad-free, but rather to be free of boring ads.
Relevance, humor and overall appeal, therefore, are all great arguments against paying.
It’s a trade-off.
So where does this leave the advertiser?
There’s only one route to take: create great advertising that’s appealing.
Appealing enough not to pay.
And if you think advertising like that doesn’t exist, think again:
Ads like this don’t necessarily replace your favorite comedy TV-show, but you definitely don’t want to be paying for them to be removed.
Inspiration and Insights
On advertising and marketing
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