Marketers—do you know where and how your online video ads are being displayed? TubeMogul reports that you may not be getting what you think you’re paying for when you buy pre-roll video ads.
According to a post on the TubeMogul blog, “Many video advertising vendors are using ‘Fake Pre-Rolls’ to fulfill campaigns. Fake Pre-Rolls are video ads that auto-play on a web page where the viewer has no intent to watch the ad or the content after the ad. They are typically run without banner ad units or in small, syndicated players below the fold.” Marketers and agencies are charged for these ad views (if you can even call them “views”) even though the viewer didn’t actually initiate the view and might have not even watched or noticed it.
TubeMogul has plans to minimize these devious practices by outing the vendors that run these “fake pre-rolls.” The video advertising media buying platform has launched FakePreRoll.com—a site that “will showcase instances where vendors have run ‘fake pre-rolls.’” They say that, “By shining light on the issue, we hope that marketers and agencies will demand more transparency from their vendors to better understand what type of pre-roll they are buying.” The image below is one example of a fake pre-roll ad unit.
TubeMogul explains that, “This practice – delivering auto-play pre-roll when an advertiser thought they were buying user-initiated pre-roll – is detrimental to a brand’s video campaign and out industry can do better. We hope FakePreRol.com can play a role in reducing this deceptive practice.”
TubeMogul asks that if you see examples of Fake Pre-Roll you send them to firstname.lastname@example.org.
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.