Video ads are the ad?

[nomis5]

Over the past few days one of my sites has been dominated by one particular video ad. eCPM has reduced significantly. I've just blocked the ad to see if eCPM recovers.

Looking at this particular video ad, it seems to me that the video is the ad and the advertiser doesn't care if the reader clicks on the link or not. The display of the video ad is in itself sufficient publicity. The product being advertised is so generic that just getting people to watch the video is enough publicity.

The nearest I can get without being specific is to compare the ad to one about visiting the UK for example. "Come visit the UK" the ad says "It's a great place to visit". Yes, there is a site to click on but the advertising has already been done with the video. With the particular ad on my site, I think it's even more unlikely that the viewer would click on the link.

What are your thoughts? Are the video advertisers getting a free ride?

[farmboy]

Is there any text or audio in the ad encouraging viewers to click on the ad?

FarmBoy

[nomis5]

None, no text, no audio, just the url and it's not that bold or obvious. The video just goes on about how good the "product" is. Out of interest, when I look at the television ads tonight (obviously non-clickable!) a similar version of the ad (slightly longer) appears.

[farmboy]

Sounds like an ad I'd put in my filter assuming I used the filter anymore.

FarmBoy

[nomis5]

I have filtered the ad out and eCPM has increased 70% over yesterday, back to normal levels.

I don't mind most of the video ads, the eCPM is normally good but when the ad has little or no encouragement to click on a link, it seems to me that the advertiser is getting a free ride. As well as affecting my earnings I would also think that it affects Google's.

I also thought that putting the ad on 100% (as far as I could tell) of the pages on a site is a bit of a waste of time. As the users go round the site they will see exactly the same ad. No variety.

It's worthwhile keeping a regular watch for video ads like these, they seem to have a significant effect on earnings.

[tim222]

Advertisers do the same thing with image ads and text ads. I banned an image ad a few minutes ago because it looked like an ad in the yellow pages. It offered no reason at all to click the ad. Image ads are more limited, but some advertisers are including phone numbers. I don't see any reason to let these ads remain on a website, since the advertiser is obviously more interested in phone calls than visitors to their site.

[nomis5]

OK, the eCPM has returned to the same as when the video ad was there. I still don't like it though, video ads or text ones with a telephone number (as previous poster), it's not right on the model that Google is giving us at the moment.