People’s Daily Online Finance and Economics Research Institute released atelevision”Turn on and off advertising research report” (referred to as the “report”), in which more than 89.9% of the respondents said that their smart TVs contain “turn on and off advertisements”, and only 10% of them do not have the on and off advertisements. In particular, 72.73% of the respondents “cannot bear a second” towards the start-up advertisement.
But at the same time that consumers are berating, some companies are increasingly compulsively pushing advertisements. In addition to smart TVs, even smartrefrigeratorHave started to join this gameplay, for example, last month,MilletEco-chain enterprise Yunmi Smart Refrigerator forced to push advertisements once on the hot search, which caused users to question.
In this regard, the People’s Daily Online Finance Research Institute calls on industry manufacturers to strengthen their own requirements and listen to consumers’ demands. At the same time, they also call on industry associations or third-party regulatory organizations to formulate corresponding norms and standards.
10 TVs and 9 stations forced advertisements
For a long time, TV is an important tool for home entertainment, but with the mobile Internet and smartcell phoneThe popularity of entertainment, the focus of entertainment is also shifting.
The existence of smart TV boot ads has increased consumers’ experience “slots”, and it is difficult to avoid watching another wave of ads even when projecting on the screen:
“Now these ads are like urban psoriasis.”
“Xx boot ads are super long!”
“We spend money to buy effective and beneficial TV programs, rather than buying advertisements. Sometimes an advertisement is broadcast 3-5 times at a time, which lasts for more than 80-100 seconds.”
“I remember I once called and asked why, and the other party said, I hope you will have a picture to watch during the time you turn it on, so that it won’t look so boring. Bah! I would rather look at the black page of the startup than look at that stuff.”
There are many consumer groups who hate TV advertising. According to the above-mentioned “Report” survey, “the content resources are not good” and “the switch machine advertisement is too long” are the two major pain points of the respondents in using smart TV, accounting for as high as 85.35% and 83.84% respectively. At the same time, more than 89.9% of the respondents said that their smart TVs contained “switching machine advertisements”, and only 10% of them did not have the switching machine advertisements.
Even 72.73% of the respondents said that they could not tolerate the start-up advertisements in one second, while 20.2% of the respondents could tolerate less than 30 seconds on and off the advertising time, and 5.05% of the respondents could tolerate more than 30 seconds. Only 2.02% of respondents can tolerate more than 1 minute of advertising time.
Moreover, even if the Advertising Law stipulates that when using Internet services, the advertisement page automatically pops up and should be marked with a prominent logo to ensure one-click shutdown. However, in the “Report”, 86.09% of manufacturers still do not set the “one-click switch” advertisement. Cancel/Close button”.
Under the influence of various factors, the duration of smart TV usage continues to decline, and the proportion of smart TV users who use TV for less than 2 hours a day has reached as high as 74%.
From the above data, it can be concluded that consumers are resisting TV startup advertisements, especially 76.26% of the respondents believe that smart TVs without switch advertisements will be attractive.
Why can’t it be cured?
In today’s society, smart electronic products are changing with each passing day. Smart TV, as one of the categories, is difficult to break out of the circle of “hardware does not make money”.
In order to compete for traffic and acquire customers under the Internet mode, major TV manufacturers have started price wars one after another.JingdongOn the platform, the lowest price of Mi Smart TV 32-inch is 699 yuan,HisenseThe lowest price for a 32-inch smart TV is also 699 yuan, and the lowest price for a 32-inch Skyworth Coocaa smart TV is 679 yuan… This is unimaginable in the past when there were five, six thousand or even tens of thousands of TVs.
The low-price strategy has also brought about an increase in sales. According to statistics from iiMedia Consulting, the sales of smart TVs in 2020 will exceed 600 billion yuan, and this year is expected to be 663.8 billion yuan. The top three smart TV brands are Skyworth, Xiaomi, and Hisense, which account for 15.5%, 14.3% and 13.9% of market sales respectively.
It is a pity that the increase in smart TV sales can only bring me a meager profit to manufacturers. If you are a little careless, you may lose money and make money; and compared with smart phones and other products, the cycle of replacing smart TVs at home is relatively long, and it is difficult for manufacturers. Continue to start from “run volume”, then how do they make money?
Advertising and services, as soft functions, become tools for manufacturers to monetize operating traffic at this time. They can earn a lot of income by pushing advertisements.
For example, the low-priced smart TVs such as Xiaomi and Hisense mentioned above. Among the 19 products surveyed by Consumer Reports, the startup advertising time is relatively long, all in 20-30 seconds, and the market share is the highest. Skyworth also has 15 seconds. And the longest is Philips products, the boot advertising time is 30-40 seconds, Sharp and Changhong TV boot ads also have 30 seconds, they are selling products, the lowest price is basically more than 1,000 yuan.
According to the above survey, among the 19 products, only TVs of LG, Panasonic, Sony and other brands have no boot ads. Not only is the demand of TV manufacturers to make money, but advertisers are also very fond of the few seconds of exposure opportunity when smart TVs are turned on, because the switch advertisement is at the forefront of the traffic portal, and the effect is measurable and relatively accurate.
“Advertising Law” is invalid?
At the system level, for some manufacturers to push switch-off advertisements forcibly, there are currently insufficient restraints and compulsory penalties. Although the “Advertising Law” has related restrictions, there are some views that lighter fines are not enough to impose a penalty on manufacturers. The forced push of switch machine advertisements constitutes sufficient punishment and deterrence.
Article 44 of the “Advertising Law” (2018 Revised Edition)
And not only smart TVs, even smart refrigerators have fallen into the “advertising” mode. Last month, Xiaomi’s ecological chain company Yunmi Smart Refrigerator forced to push advertisements, which caused widespread heated discussion. Some users questioned: “I really can’t understand. I bought a refrigerator at a big price and went home, but I bought a large-screen advertising player!”
In fact, behind Yunmi’s placement of advertisements on smart refrigerators is that its revenue growth has encountered a bottleneck, and this attempt may become its life-saving straw.
However, while these manufacturers and advertisers reached consensus and tried new models, they forgot the most important point, that is, consumers. Long advertising time and inability to close, or complicated closing rules, have seriously affected the normal experience of consumers. If they don’t think about change and start with content resources and interactive innovation, but continue to overdraft the user’s advertising “patience”, these manufacturers may lose popular support.