近日,江苏省消费者权益保护委员会根据对智能电视开机广告的调查情况,依法约谈了乐视、小米、海尔、创维等7家电视企业代表,提出履行售前提前告知消费者开机广告义务、提供一键关闭广告功能等整改要求。
现在提起开机广告,许多人就会从心底冒出反感。这一点从荣耀总裁赵明关于开机广告的调查中也可以感受得到:
其实可以看到,赵明做这个调查的主要目的是宣传自家的智慧屏,我们在之前的文章中也分析过荣耀智慧屏的发售会给行业带去很大的改变。照目前的情形来看,还没等行业自觉改变,相关部门倒是先介入了饱受质疑的开机广告问题。
这个调查结果确实很说明问题,“一秒都不能忍”几乎已经成为用户对开机广告的“共同意志”。但若是追根究底,我们的这种反感到底源自何处?仅仅是因为厂商在开机的时候给我们播放了广告?实际上让我们厌恶的并不是开机广告这种形式本身,而是由于开机广告在一些方面蕴含的“不当因素”,才引起了我们某种不舒服的感觉。
一、当我们厌恶开机广告时我们在厌恶什么?
根据江苏消保委的统计来看,消费者对于开机广告的投诉点主要集中在强行植入、无法关闭、时间过长、内容质量低下等方面。
无法关闭恐怕是当前绝大多数开机广告最令人抓狂的“特质”了。这种传统电视媒体时代才有的体验竟然在移动互联网时代高度发达的今天还要强迫用户去体会。在从前那些整天守着电视机的日子里,电视台放什么我们就得看什么,到了广告时段就是人们起身活动稍作休息的时候,尽管我们通过这些广告get到了许多不错的商品,但广告依然惹人厌烦,原因就是没法跳过。
后来,媒体逐渐多元化,人们可选择的终端逐渐丰富,广告形式也愈发多样化与个性化,去除广告成为了常规操作。即使是视频网站,只要充了会员,广告马上乖乖消失。试想在这种环境之下“熏陶”久了的用户在智能电视上看到了开机广告,想关又关不掉,不抓狂才怪。
如果说这关不掉的广告时间短一点用户尚可忍受,然而事实却是开机广告普遍都在15秒以上,最长的能达到40秒左右。在此次江苏消保委约谈的几家电视企业中,夏普的开机广告在30秒左右,时间最长,最后10秒会有关闭提示,却极不明显。之后是海尔时长22秒的广告,自始至终没有关闭选项。长虹、小米等品牌的开机广告时长均为15秒,在最后5秒有关闭提示。
除了在页面上取消开机广告,创维、海信等品牌可以打电话取消广告,然而过程之繁琐令人瞠目结舌,用户需要提供身份证、开机广告照片等多种信息,如此麻烦还真就不如在开机之时忍耐一会儿。难道不能像视频网站那样充会员免广告?充了会员之后你会发现不但开机广告没消失,你还会收到商家特别为会员提供的VIP广告。
电视厂商的这种操作简直令人哭笑不得,如果说时间长用户也勉强能忍下来,那广告的内容总该设计得好一些。可事与愿违,不仅内容质量低下,画面粗糙,而且每次开机都是那么几个广告,重复到无以复加的地步,最终成为消费者投诉开机广告的一大黑点。
如此看来,开机广告一无是处,难怪惹得用户们这般厌恶。但仔细想来,广告这种形式本身是无罪的。平心而论,如今的广告无孔不入且五花八门,什么信息流广告、大V带货、种草。它们从本质上来看都是广告,可用户对于这些广告接受的很痛快,甚至有的时候会主动去“寻找”广告。
这么多广告形式大家都能接受,为何偏偏对开机广告如此厌弃?其实我们并不是不能接受开机的时候有广告,只不过是不喜欢那种“被强迫”的感觉。传统媒体时代我们是没得选,可现如今在广告方面不管是技术还是内容都有了质的飞跃,电视厂商却还以传统电视时代的思维将开机广告带有强制色彩地呈现在用户面前,这一切都让用户“忍无可忍”,到最后自然也就“毋须再忍”。
用户对开机广告的反感程度已然到达一个临界点,行业中有华为这样的企业推出无广告的智慧屏,相关部门也开始对泛滥的开机广告进行整改。这一切似乎都预示着开机广告最终的结局——彻底消失,可这难道就是开机广告最好的“归宿”了吗?
二、广告虽无罪,但方式不太走心
其实开机广告的初衷并不是为了恶心用户。如今市面上绝大多数智能电视系统都是安卓的,即使没有广告,开机的过程也需要十几秒的时间,没有开机广告,用户也得等,与其用LOGO占据这段时间,还不如放些广告,缓解开机过程中短暂黑屏、画面枯燥乏味给用户带来的不适感。
此外,开机广告有效拉低了电视的售价。现在市面上最为普遍的55寸电视售价已经能基本维持在2000元左右,小米这种电视的售价更是低到接近成本价。能做到这一点绝不是只靠卖硬件实现的,要知道小米手机一次性贡献的毛利润能达到78元/人,可小米电视一次性贡献的毛利润仅能达到11元/人。
那么其中的差额怎么补?如何才能让电视生意盈利?植入开机广告成了电视厂商们一个不错的选择。2017年乐视TV的开机广告售价高达180万/天,比《新闻联播》前面的广告售价还要高。
根据《2019年中国OTT发展预测报告》显示(OTT,“Over The Top”的缩写,指通过互联网向用户提供各种应用服务,当前典型的OTT业务中就包括互联网电视业务),广告主对OTT的增投中指向数字媒体的极为普遍。而智能电视这几年销量相当不错,广告主对这一渠道也颇为看重,对电视厂商而言,开机广告也由此成为实现盈利进而降低硬件价格的重要渠道。
然而广告主和电视厂商对于开机广告的认知大概还停留在传统电视时代,以致于本来应该对各方都有利的开机广告成为“人人喊打”的存在,可另一方面,开机广告又确实有充分的不可彻底消失的理由。
三、“进化”好过“一刀切”,电视厂商应学会尊重用户
要在二者之间取一个平衡点,电视厂商和广告主需要“走心”,让开机广告从各方面实现“进化”。
在选择权方面,厂商应该做出更多“让渡”。现在让用户最为不满的就是有的电视厂商在售卖时不明确告知产品内容中有开机广告,以及无法选择关闭广告。即使将开机广告看成是一项服务,用户也有权选择不“享受”这样的服务,强制观看的做法近似于“霸王条款”。长此以往,用户怕是宁愿等开机时十几秒的黑屏或LOGO,也不愿意看到满屏的广告,尽管耗费的时间是一样的。
在时长方面,开机广告也应适当缩短,15秒以内就差不多了。就算是长一些,那也要以内容优质为前提,有些广告设计用户愿意看,甚至看一遍不够还会去网上找来资源或是自发在社交平台中传播。可许多开机广告恰恰相反,内容不走心,还要长时间在用户眼前晃,招致用户的厌恶也就不稀奇了。
因此,开机广告应该“自我进化”:例如通过AI对大数据等进行分析,像小米这样的电视就可以和小米手机共用账号,实现跨平台数据互通,从而了解用户的喜好,挖掘用户潜在需求,使广告实现对不同用户群体的精准触达,那些自己没有其他设备的电视厂商也可以通过与手机厂商、大数据机构合作以实现精细化运作的目标。
开机广告的种种乱象引起用户不满,与缺乏监管也有很大关系。不过在今年6月,工信部已完成《互联网电视接收设备技术规范》征求意见稿,其中提到了关于开机广告的问题,并针对一些现象做出了明确的禁止。适当的监管是必要的,但如果由此走向“一刀切”的极端也不太好,毕竟开机广告是电视厂商重要的收入来源,如果完全禁止,那么失去了重要盈利方式的厂商势必要从硬件上找补,电视价格一定会提高,对消费者而言明显不利。
目前有不少互联网企业加入电视行业,按理说应该让产品具备互联网以用户为中心的特质,而强制性的开机广告无疑是一种倒退,不利于互联网企业在电视行业的进一步发展,对整个电视行业也会造成伤害。
想让开机广告的存在更为长远,说到底商家要懂得尊重用户,明白用户的需求,甚至是揣摩用户的心意。一直以来我们都强调用户是上帝,在互联网中更是如此。如果厂商一味按照自己的意愿去“强迫”用户,最终不但达不到期望的目标,反而会招致厌恶,甚至让开机广告被“妖魔化”,最终难免被“一刀切”。虽然这种做法欠妥,但如果真的到了不得已的地步,那也是种无奈的选择。
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