How Click-to-Play Is Changing the Realm of Video Advertisements

It respects consumers while also putting them in control

Click-to-play is less intrusive and puts the control back into the consumers hands—or fingertips, rather. Getty Images

Google’s announcement that Chrome would block autoplay video with sound came as welcome news to many. However, it may be a hard pill to swallow for advertisers who have historically taken a “spray and pray” approach to advertising and for publishers who have relied on autoplay for the majority of their inventory. With this update, we’ll no doubt start to see a surge in muted autoplay videos. But with greater pressure on advertisers than ever before—40 percent of them say their top challenge is demonstrating ROI—is this really the best solution? Given that brands are projected to spend almost $11 billion on digital video by 2021 (a 50 percent increase from what they are expected to spend in 2018), it’s crucial that we get smarter about video and make sure every placement is impactful. Will 2018 be the year of change?

@adamaslatei Adam Cohen-Aslatei is managing director of Chappy.
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