MediaRadar: 61% of publishers autoplay at least half of video ads

Dive Brief: More than 60% of digital publishers autoplay at least half of their on-site video ads, according to a MediaRadar report made available to Marketing Dive. Nearly one-third of publishers autoplay 75% of their on-site video ad inventory or more, the firm said. The report also determined there’s a low variance month-to-month among sites’ autoplay strategies, meaning most sites have chosen a model and followed it consistently throughout the year. MediaRadar examined nearly 63,000 video ads that ran from January through June 2017. While there’s no single type of publisher that favors autoplay video ads, MediaRadar found that smaller sites with niche, regional, enthusiast or business-to-business content have the highest instances of autoplay video ads. Websites reliant on programmatic advertising were also more likely to employ this type of ad. Dive Insight: Autoplay video ads are valued by publishers and advertisers for their ability to immediately catch the attention of users. However, the way that attention is caught is often viewed as intrusive and annoying, spurring the adoption of technology like ad blocking software. MediaRadar’s findings suggest growth of the autoplay format isn’t slowing, however, but its benefits are looking more and more like a short-term salve to […]

By | 2017-09-07T22:30:15+00:00 September 7th, 2017|Marketing|0 Comments