Former Twitch executive explains why the Ninja pre-roll situation will keep happening Justin Wong Twitter \/ NinjaTwitch\u2019s latest ad initiative for a New Year\u2019s Eve broadcast event was met with incredible disdain from other content creators on the platform, but it sounds like the trend is likely to continue according to a former executive of the site. The cross-promotional event between Twitch, Tyler \u2018Ninja\u2019 Blevins and the many sponsors queued up for the night\u2019s festivities have taken precedence over what many feel was the main pull of the broadcasting site, and Former Twitch VP Justin Wong feels this could be the new norm. In a series of tweets, Wong detailed what might have caused the streaming giant to \u201cbreak\u201d its policies on advertisements as it relates to companies who buy into ads and the individual streamer. 2\/ Twitch’s different policies for ad buyers and individual streamers will continue to break as individual streamers start to behave more like event companies renting their channels to brands. It’s inevitable as streamers continue to command audiences larger than some events. \u2014 Justin Wong (@JustinWong) December 28, 2018 A recurring feature on smaller channels is its focus on community building and retained viewerships. But adverts such as the one employed by the NYE event will promote \u201cchannel-switching\u201d which will go far to damage creators\u2019 ability to foster unique audiences. Wong made the distinction between event advertising and channel advertising, suggesting that Twitch\u2019s main goal for the ad-roll and their overall strategy for commercializing the NYE event is to grow exposure for the site. \u201cSo the strategy of pushing event advertising to Ninja\u2019s channel is a good thing. It\u2019s what everyone wants,\u201d Wong said. \u201cAnd since Twitch already runs advertising for other events as part of campaigns, I can see whoever put this together rationalizing \u2018It\u2019s an event. It\u2019ll be fine.\u2019\u201d 13\/ BTW, Ninja’s innocent in all this. He didn’t buy those ads. It’s Twitch’s fault they let this fester for as long as they have. Another consistently common criticism. \u2014 Justin Wong (@JustinWong) December 28, 2018 As controversial as the strategy might prove to be, Wong says that the move will inherently be a part of Twitch\u2019s future as streamers garner larger audiences that ad agencies will want to buy into. Ad policies that prioritize larger revenue growth over fostering community relations will continue to plague the site as Twitch continues to become more \u201cAmazon,\u201d according to Wong. He believes the streaming site will continue to hurt itself as long as it makes its creators and audiences a secondary concern over revenue.<\/p>\n","protected":false},"excerpt":{"rendered":"
Former Twitch executive explains why the Ninja pre-roll situation will keep happening Justin Wong Twitter \/ NinjaTwitch\u2019s latest ad initiative for a New Year\u2019s Eve broadcast event was met with incredible disdain from other content creators on the platform, but it sounds like the trend is likely to continue according to a former executive of […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-48826","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/posts\/48826","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/comments?post=48826"}],"version-history":[{"count":0,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/posts\/48826\/revisions"}],"wp:attachment":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/media?parent=48826"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/categories?post=48826"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/tags?post=48826"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}