About two weeks ago, we posted our first video ad (in an ad position, not as pre-roll). I knew going into this process that we were going to raise some hackles. I also knew that we were going to have to edit it's settings on the fly as we try to figure out just how much of a "good" thing is too much.
We started out with continuously looping video/audio - this didn't last long before the complaints started rolling in as I was sure they would. Phase two was keeping the loop, but limiting the total number of times that the ad appeared per user per visit. Not much better, so we returned to the oringial frequency but killed the loop. I have a feeling I'm still going to have to either cut the frequency or limit the positions that it appears in.
Video ads by nature are a disruptive/intrusive ad medium. They are intended to garner attention through the use of audio and video. But they also can create an unhappy experience for the user. Not only is that bad for the website, it's bad for the advertiser in the long run.
I think that video ads can be useful in small doses. Originally we set up the run for 3 months. I think that will be too long. We will need to change it out before then. We also need to make sure that more ads are in rotation in the position.
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