I’m going to ask this in the most polite and kind way I possibly can. Please stop placing auto-play video advertisements in your page content. Thank you! Now, that I’m in a calmer state of mind, allow me to explain further. As you can imagine, I do a LOT of research online. I can read or consume in upwards of fifty to one hundred online articles per week. That’s a lot of websites! But my biggest pet peeve right now, outside of popups (which I discussed in a previous blog post), is auto-play video ads. I hate them, I can’t stand them, I loathe them.
Auto-play video ads are those video advertisements that just start playing after a blog post or article has loaded. So while you’re trying to read the article, some GMC truck ad is playing loudly in the background. Sometimes, you can’t even find where it’s playing on the page. You’re frantically scrolling up and down the page looking for a moving image. But, because there are so many ads on the page, you can’t be sure which one is making the noise. Did I mention I can’t stand auto-play video ads?
I understand the need for these types of advertisements. I run video ads myself. They convert far better than simple text or image ads. Video ads are great as a marketing tool, but not so much when you’re on the other end of the rope. My disagreement comes from three specific areas:
- Auto-Play Feature – The auto-play feature on the video ads, forces me to hear this advertisement even though I don’t want to. I’m not given a choice to play or not play the ad. I’ve seen some ads that auto-play on silent. While this is a decent solution for this issue, it doesn’t solve my next issue with video ads in page content.
- Multiple Advertisements on One Page – Many times websites will place several of these awful video ads on the page. Usually only one is set to play aloud, while the others may play in silence, it slows down the page load time. This forces me to patiently (or not) wait for EVERYTHING to load before I can consume the content. More times that not, I will simply leave the website instead of waiting.
- Unrelated Subject Matters – But the worst is that these video ads are completely and whole-heartedly unrelated to the subject matter of the page. Again, why do I need to buy a GMC truck in the middle of researching the best data segments for e-commerce websites? I don’t! With all the technology we have out here, why aren’t these ads more targeted than that?
If you run a content heavy website, and you feel you absolutely MUST inject advertisements in your content, please take into consideration the needs of those of us who do this type of research for a living. Stop wasting my time and get me to the content I want to read as quickly and painlessly as possible. Please and thank you!