Making Streaming Platforms Better: Enhancing User Experience with Smarter Ad Formats

So when I was visiting family in Chicago, my cousin and I basically binged reality TV. But, unfortunately, with streaming platforms, the ads drove us CRAZY. Every few minutes, we were interrupted by ads that seemed endless and often repetitive. It got me thinking: What can we do to make streaming platforms better for users, while still maintaining the ad format? This is what I came up with!

The Problem with Current Ad Formats

Ads are a necessary part of the business model for many streaming platforms, allowing them to offer content at a lower cost or even for free. However, the way ads are currently implemented often leaves much to be desired. Common complaints I had were:

• Frequency and Length: Ads often feel too frequent and too long, disrupting the viewing experience.

• Repetition: Seeing the same ad multiple times in one sitting can be annoying and lead to viewer fatigue.

• Irrelevance: Many ads don’t align with the viewer's interests, making them feel more like a nuisance than valuable content.

1. Dynamic Ad Lengths and Frequency

One of the biggest gripes with streaming ads is their seemingly arbitrary length and frequency. A potential solution is to implement a dynamic ad system that adjusts the length and frequency of ads based on the content's duration and pacing.

How It Works:

• Shorter Ads for Shorter Content: For shorter episodes or videos, keep ads brief and infrequent. A 20-minute episode might only warrant one or two short ads, while a full-length movie could justify a few more.

• Adaptive Ad Frequency: The system could reduce ad frequency if a user has watched a significant number of ads in a short period. This approach could prevent ad fatigue and maintain user engagement.

Benefits:

• Enhanced User Experience: Less intrusive ads create a smoother viewing experience.

• Increased Ad Effectiveness: Ads shown at appropriate times and in moderation are more likely to be noticed and remembered.

2. Personalized Ad Targeting

Another way to improve the user experience is through personalized ad targeting. While this isn’t a new concept, many platforms still don't utilize viewer data effectively to provide relevant ads.

How It Works:

• Data Utilization: Use viewer data like watch history, search queries, and user demographics to tailor ads to individual interests.

• Interactive Surveys: Occasionally offer viewers a brief survey about their interests and preferences. This can help refine ad targeting and even make ads more engaging.

Benefits:

• Relevance: Viewers are more likely to engage with ads that are relevant to their interests.

• Higher Ad Satisfaction: When ads are useful or interesting, they’re less likely to be viewed as interruptions.

3. Ad-Free Options for Short Intervals

To give users a break from ads without eliminating them entirely, streaming platforms could offer ad-free viewing periods in exchange for watching a longer ad upfront or completing certain actions. Spotify does this!

How It Works:

• Pre-Roll Ad for Ad-Free Time: Allow viewers to watch a single, longer ad at the beginning of a session in exchange for a set period of ad-free viewing, such as 30 minutes or an hour.

• In-App Actions: Users could also earn ad-free time by engaging with the app in other ways, such as watching trailers, rating content, or completing surveys.

Benefits:

• Flexibility: Gives users control over their ad experience, allowing them to choose when to watch ads.

• Enhanced Engagement: Encourages users to explore more features within the app.

4. Enhanced Skipping Options

While some viewers are willing to sit through ads, others may want the option to skip them. Offering enhanced skipping options can cater to both groups.

How It Works:

• Early Ad Skip: Allow users to skip an ad after a few seconds, similar to YouTube’s model. However, provide an option to watch the full ad for a small reward, like bonus content or credits.

• Ad Swap: Let users choose between different ads. For example, if a viewer isn’t interested in a car commercial, they could opt to watch an ad about a new smartphone instead.

Benefits:

• Viewer Control: Giving viewers more control over their ad experience can increase satisfaction.

• Voluntary Engagement: Viewers are more likely to watch ads they have chosen themselves.
  

Conclusion: Balancing Ads and User Experience

Streaming platforms have the challenging task of balancing the need for ad revenue with the desire to provide a pleasant viewing experience. By implementing features like dynamic ad lengths, personalized targeting, ad-free options, contextual and interactive ads, enhanced skipping options, and premium ad-free models, they can create a more enjoyable and user-friendly platform.

With thoughtful implementation, streaming platforms can strike the perfect balance and keep us all happy!