More on Auto-Play

Last week, my Video Insider column for MediaPost focused on auto-play video. While it was largely directed toward publishers and content, I made the point that running pre-roll ads when a standard content page is pulled up is not “real” pre-roll and that advertisers should ensure that they aren’t being exposed to these types of placements.

Mike Shields at AdWeek.com does a great job today exposing some of the pitfalls of video advertising with regards to auto-play advertisements. In his article, he not only discusses the problem but calls out names of brand advertisers who were running auto-play video ads below the fold on low-quality sites, and the ad network who served them.

This is a colossal waste of money for these advertisers, who perhaps believed they were getting real in-stream advertising for their dollar. For advertisers who want to ensure this type of thing does not happen to them, here are some points to ask about - and get in writing - from your publisher or ad network partner:

• Pre-roll: should be served within a new player that launches, or only when the user initiates video play in an in-page format. Companion ads should be an available option.
• In-banner: whether user-initiated or auto-play should be served above-the-fold (the latter can be effective if done correctly). There should not be “stacked” creative on a page.

Advertisers should also employ technology that allows them to track completion of in-stream and user interaction for in-banner. Look for anomalies with in-stream completion rates for “fake”, auto-play pre-roll. Depending on the site, it can be off-the-charts good or bad. For in-banner placements, look closely at interaction rates, particularly with turning on audio. Low interaction can be a clue that the ads are never in view.