At last week’s Cannes Lions festival in the south of France accomplished hit-maker, brand-collaborator and The Voice judge will.i.am appeared alongside Sir Martin Sorrell, Johnny Hornby of CHI&Partners (and The &Partnership who brought us the event), Google SVP Lorraine Twohill and Will Lewis, CEO of the Wall Street Journal. will.I. am quickly sees his co-panelists turn against him once he dares suggest that people skip, or at least don’t actually watch YouTube pre-roll ads.The fun kicks off at around the 2.13 mark:

We all know that YouTube, like most platforms, wouldn’t be possible without ads- we all accept this. There is however a problem when most of the industry drinks the proverbial ‘Kool Aid’, buying into the mass-delusion that people appreciate seeing ads before accessing their desired content. The solution? There are probably people far more intelligent than I on the case but since it’s out of the question to do away with this unpopular yet necessary method of reaching the public I would put forward that advertisers and media owners need to start looking at how to properly target their ads to people who may actually be interested in the product being advertised and brands and agencies need to work together to tailor their content to fit the platform in terms of being engaging, entertaining and relevant enough to minimize user frustration from having to see an ad.

That’s just me though, what do I know?

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