When was the last time, other than The Super Bowl, that you actively watched an ad? I suspect that you’re like me and you’re actively doing what you can to avoid seeing ads at all costs. You wear out the buttons on the remote or you record your favorite shows and watch them later. You might even have jumped into the camp of those of us who pay not to see ads. We pay Netflix or Hulu or Amazon or all three to watch the content we love in an uninterrupted way. I pay SiriusXM not to hear my favorite music interrupted by product ads (still can’t seem to avoid those promos, although they’re usually appropriate to the content I’m consuming).
Then there is the web, both computer-based and mobile. It makes a NASCAR vehicle seems as uncluttered and virgin as the newly fallen snow. Pop-ups, pop-unders, hidden ads that spew sound from a minimized window, multiple windows popping in succession, far too fast for the consumer to read but quickly enough to record an ad displayed and a marketer charged. It’s a nightmare.
Let me digress. There is one topic we hit hard here in the screed: customer experience. We’ve covered the customer service rep that screws you over, the faulty products delivered without shame or recourse, and the airline that my friends and I call “Air We Don’t Care” (actually our name is a little different and a lot more obscene). We’ve also covered the other side of that – the customer service rep that goes the extra mile and solves your problem beyond your expectations. All of that relates to what is called the user experience in the digital world.
It’s nice to see that there are finally a number of publishers who recognize that a focus on user experience over driving maximum revenue call pay off in the long run. Digiday ran a piece about it, explaining how some brave publishers are overcoming their fear of losing money in favor of cultivating a more loyal audience. It finally dawned on these publishers that people aren’t coming for the ads.
I spent many years selling media. I know that our customer is really the marketer and their agency. However, in order to attract those customers, we need to have viewers and readers that consume our content – a LOT of our content – and keep coming back for more. Improving the user experience makes that happen even if it might cause a temporary drop in page views, ads displayed, and revenue. Heck, when even the NFL is recognizing that they have to reformat their games to speed them up and make the ads less intrusive (a better user experience!), all other content providers need to take notice.
Is the sales department taking one for the team as the editorial group improves the user experience? Probably in the short term, yes. But in a world where ad-blockers, remote controls, DVR’s, and streaming rule, it’s a smart sacrifice in my eyes. You?