Over half (60%) of digital publishers are auto-playing at least half of their video ads across their own sites, according to a new MediaRadar report based on an examination of 63,000 video ads between January and June 2017.
Auto-play enables publishers to quickly capture audience attention, whilst at the same time being deemed a little more intrusive by consumers. Arguably, this has contributed to an increase in ad blocker adoption.
The report also stated that 31% of publishers were auto-playing at least 75% of on-site video advertising inventory. Meanwhile, 30% auto-played between 50-75% of their video ads and 39% auto-played half or less of their ads.
According to the report, there’s minimal variance on a month to month basis among sites when it comes to auto-play strategies. That means, a large number of sites have already adopted a model and follow it rigorously.
MediaRadar also found that smaller sites which feature niche or hobby and niche B2B content featured auto-play adverts more often. Publishers who employ programmatic ads were also more likely to use this type of advertising.