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You've probably experienced this: turning on the TV only to be greeted by a long boot ad that can't be skipped, fast-forwarded, or even closed. It's frustrating, right?
TV boot ads have become a common annoyance for many users. In the early days of online video, people mostly searched for content and downloaded it. But as regulations tightened and internet speeds improved, streaming became the norm. At that point, ads became a major revenue source for video platforms. Short 15-second ads or longer 150-second ones are just part of the experience—unless you're a paying member.
With the rise of smart TVs and the popularity of the internet, big-screen experiences have become more common. This has driven the growth of the OTT (Over-The-Top) advertising market. For example, LeTV once sold its boot ad slots for 1.8 million per day—comparable to the cost of a 10-second ad during CCTV news. It shows how valuable these ads have become.
OTT is essentially internet-based TV, blending the power of the web with traditional television. It allows users to stream videos, play games, and shop—all from their living room. Beyond boot ads, OTT also includes Other ad formats like pre-roll, mid-roll, corner banners, and full-screen opens.
While some ad formats are acceptable, boot ads remain controversial. Many users feel they’re being forced to watch ads, especially when they’ve already paid for the TV. Some even argue that buying a TV shouldn’t mean watching ads. Others have taken legal action against manufacturers who include boot ads.
But why do people dislike boot ads so much? Part of the issue is lack of understanding. Boot ads are often seen as intrusive, but they serve a purpose. Most smart TVs run on Android OS, which takes time to boot. Without ads, the screen might show a black screen or just the brand logo. So, inserting ads during this warm-up period isn’t entirely unreasonable.
Moreover, smart TVs need daily updates to deliver the latest content. These updates take time, and even high-end models can take 10 seconds or more to start up. So, using that time for ads is not entirely unjustified. It’s a trade-off: users avoid black screens, and companies earn revenue.
Traditional TV has always had ads, and even today, cable boxes often show ads when turned on. So why is there such a backlash against Internet TV boot ads? Maybe it's because we're used to ads in one form, but not another.
In fact, Internet TV ads are often more targeted. Using big data, OTT ads can reach specific audiences based on age, location, and spending habits. That means some ads might actually be relevant to you.
The goal here isn’t to defend boot ads, but to explain them. They may not be perfect, but they are part of the evolving digital ecosystem. As OTT advertising grows, users should try to understand its value instead of just complaining.
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