Tuesday, May 6, 2008
Pre-roll hits all the wrong buttons
On some levels, I accept the pre-roll proposition: you watch my message, I’ll show you something you value for free.
Unfortunately, all the pre-rolls I’ve been subjected repeat the advertising sins of the past. They’re dull and tedious; they say ‘we have you captive so we do not need to worry ourselves with such trifles as engagement’.
But the very pits is when the pre-roll streams instantly, with not a single technical glitch, but the video you wanted to see in the first place strangely does not work.
For decades, we’ve been giving customers ample reason to avoid us. We’re our own worse enemies. And the “consumers” will outwit us every time.