Because We All Know What Skype Was Missing Was Intrusive Advertising, Microsoft Has Decided To Add It
from the that's-not-how-it-works dept
It appears that Microsoft’s first big contribution to Skype… is to put giant-ass ads in the middle of your call that look kinda like another caller has joined your call… except that caller is some company wanting you to buy stuff:
While on a 1:1 audio call, users will see content that could spark additional topics of conversation that are relevant to Skype users and highlight unique and local brand experiences. So, you should think of Conversation Ads as a way for Skype to generate fun interactivity between your circle of friends and family and the brands you care about. Ultimately, we believe this will help make Skype a more engaging and useful place to have your conversations each and every day.
Now, I’ve been a big believer that good advertising is relevant content, and not just intrusive content. So I can understand the basics of what they’re saying. But there’s almost nothing in the execution that suggests that the folks at Skype actually understand why “advertising is content” works. It’s because it provides useful or compelling content in a manner such that people want to seek it out, not have it suddenly jump up in the middle of their conversation.
As Jon Brodkin, over at Ars Technica notes (sarcastically), positioning this as a user enhancement is just silly:
Skype has provided a great service for years, keeping us connected with friends and family. But there’s always been one thing missing—marketers interrupting calls with giant display ads.
This stinks of an idea that some committee came up with, where no one on that committee actually uses Skype.