Ads come to Zoom: a new player enters the battle for digital advertising
The service has become one of the essentials of pandemic life, but its post-covid position still needs to be assured
Although the last players have chosen directly to eliminate advertising and launch payment-based models (with not having ads as the main claim), the resource of campaign income has not disappeared.
In fact, the idea of monetizing with advertising is becoming more, so to speak, permeable. Everybody wants to sell ads now. Amazon showed that stores can make money – and a lot – with advertising, which has led other retail and ecommerce players to position themselves in this field.
The latest to join the fight for advertising revenue is Zoom. The company just launched a pilot to test the advertising experience. Those who will have to see your ads are the users who use your platform with the basic package, which is free.
Ads will not interrupt video conferences, but will appear at the end of them on the navigation page. Likewise, the ads will only be served to free users who connect with other non-paid users.
What the Zoom ads will look like
Where will these ads be seen? For now it is not known. Zoom has announced that the pilot will be launched in “some countries”, but has not specified which countries those are. The company’s Chief Marketing Officer, Janine Pelosi, has explained in a post on the company’s blog that they hope the move will allow them to generate income and maintain the basic service for their non-paying users.
Just as it is not known in which countries these pilot tests will be carried out, it is not yet known who are the advertisers who will test the service. Although, as The Verge points out, Zoom has already made it clear that it will not use the data generated by the calls and conferences that are made on its platform to segment advertising. That is, it will not ‘listen’ to users to serve ads based on these themes.
A fast growing brand
Will Zoom’s advertising offer hit the jackpot? The question remains to be seen, as is usual in these cases.
However, Zoom starts with an element of advantage, that of having a very broad user base and for whom the tool has become decisive. Of course, Zoom is also closely linked to pandemic life and we have to see what will happen when the coronavirus crisis passes completely.
In fact, Zoom was one of the brands that grew the most not only in terms of reputation but also in terms of purchase intention during 2020. Consumers quickly became familiar with the brand and its identity, because its solutions were the quick resource to solve many of the problems during the crisis generated by the pandemic.