Will the Autoplay Ads disappear from the network? Here comes the era of native video advertising!
Sometimes while browsing the internet you get a lot more than you expected (and wanted). Like when you are visiting a website and suddenly some video starts playing very loudly, but you cannot find a button to mute it or turn it off. Have you ever cursed irritating autoplay video ads? I am sure it is not only you who is nodding in front of the computer right now.
Tired of annoying and irritating digital marketing techniques, the user starts a fight. At first, there was Adblock dedicated just for ads. Currently browsers’ options allow also to block all kinds of autoplaying video content.
It’s a good news for users who get irritated everyday while browsing the biggest internet portals. But for brands, that use such techniques (and for publishers who get revenue from autoplay advertisement), a blockade’s range growth will be a bitter pill to swallow
You will find more statistics at Statista
As the chart demonstrates, the use of Ad Blockers is still quite low.
Why do videos play automatically?
The answer is short – it is a really effective way to pay reader’s attention. People are curious by nature and showing them a fragment of a video, that starts to play while they are trying to absorb the website’s content is sometimes enough to stop their thought process and take their minds off of what they originally planned.
There are a few different kinds of video ads on news portals, though actually all of them are displayed at websites (except those, that are not videos), for example in an article containing news.
Some of them work as soon as the website is loaded. Others wait until you reach the place they are located and only then the autoplay is activated. Some of them start to play automatically, but with the sound off. And others, on the contrary, with a loud sound, that often can surprise or even irritate/annoy.
Publishers enjoy this kind of advertisement as it is a lot more profitable than traditional graphic or text ads.
However, a lot of consumers do not like autoplay videos. And especially those, that start automatically with a sound. According to a Hubspot survey, almost 80% of users reported negative experience with autoplay ads.
What does Apple say about it?
Some time ago, at the annual Apple programmers’ meeting, the company demonstrated a new Safari function, that blocks automatically played videos.
Safari will detect websites, that contain automatically played videos and stop them so, that users can decide on their own if they want to see it or not.
The function has been added to Safari in the latest operating system for desktop computers – macOS High Sierra.
In the new Safari version users can also find the Intelligent Tracking Prevention, that is designed to reduce users tracking possibility throught cookies. As a result, it impedes reaching internet users with ads.
How will Google react?
Google announced the introduction of built-in Adblock to Chrome browser. Adblocking function will be available not only for desktop computers but also for mobile devices. Nowadays, Chrome is the most popular browser in the world.
Chrome built-in plug-in will not block all of the advertisements – only those, that Google would consider as user-harmful. This includes also autoplay ads with a sound.
Google is preparing also something for publishers – a tool called Report of Ads, that will help them analyse their websites in order to identify problematic ads and potential problems in the new Chrome version.
Is there any alternative option?
Automatically played videos annoy users, often forcing them to leave the website instead of reproducing the advertisement. Some of them will watch first 1-2 seconds to pass to a calmer place
Marketers have to reduce or even abandon this kind of advertising to stop users irritation, that appear while browsing websites. They have to offer them another, more user-friendly form of a video content playback.
One of the alternatives is native advertising. Less distorting and more efficient – it has a lot more pluses for marketers, that search for new ways of reaching their target group.
But let’s get back to the survey again. HubSpot remarks, that among many solutions, advertisers prefer native advertising, while interrupting ads (pop-ups, audoplay videos, etc.) are at the lowest place on the list of their preferences.
Traditional ads won’t probably disappear from the internet. However, marketers, that want to reach consumers in an efficient way should start investing in native advertising. Today we know, that those who will opt for discreet ads formats may achieve a lot more. As the data shows, consumers really hate telemarketing, pop-up windows and autoplay video ads.
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