For Google and other giant internet platforms there is a very fine line between putting out video ads that generate a lot of money, and having the same ads drive consumers away since they can be annoying and intrusive on the online experience. Arguably the most annoying online ad format that leaves users turning away from a platform is autoplay video ads. These ad format that consists of video content that pops up in the midst of watching an online video has been viewed as highly intrusive, as it often has no way to close it other than abandon the entire video. In June, Google singled out this particular ad format as being highly intrusive and considerations should be made into taking it out of the internet experience.
“It’s far too common that people encounter annoying, intrusive ads on the web — like the kind that blare music unexpectedly,” Google’s senior VP of ads and commerce Sridhar Ramaswamy wrote in a June blog post.
Ramaswamy said Google was working with the Coalition for Better Ads and that the firm planned to have its Chrome browser stop showing ads that don’t meet the standards of the coalition, which has condemned the auto-play video ads.
“These experiences are especially disruptive to users, as they catch the readers off guard, and often compel them to quickly close the window or tab in order to stop the sound,” according to the coalition.
Since June, Google has made a few surprising changes namely including autoplay video ads into search results.
“Google has begun testing putting one of the most divisive features of the modern web experience, the auto-playing video, directly into search results,” The Guardian reported July 26.
“The videos automatically play for desktop users only, and are shown but require a tap to play for mobile users. We are constantly experimenting with ways to improve the search experience for our users,” the company told the paper.