“Our industry needs to do everything we can to make brand marketers feel more confident with using digital video. Vendors who use “fake pre-roll” are destroying this confidence."
Emeryville, CA (PRWEB) May 01, 2012
TubeMogul announced the launch of FakePreRoll.com today to shed light on a practice that is deceiving brand marketers. “Fake Pre-Rolls” are video ads that auto-play on a web page where the viewer has shown no intent to watch the ad or the content after the ad. They are typically run within banner ad units or in small, syndicated players below the fold. FakePreRoll.com will highlight instances of video ads from major brands running within these units. In most cases, brand marketers expect the pre-roll video ads they buy to be shown within large, user-initiated video players, but instead vendors often use this much lower value ad unit to deliver impressions.
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 reflects poorly on our industry. TubeMogul believes that digital video’s brand building capability should make it a core component of a brand’s media mix, but marketers must get what they pay for. In too many instances, they do not.
TubeMogul has multiple controls in place to ensure that its clients’ pre-roll video ads never run in these auto-play banner units, unless they have specifically chosen this format. SiteSafe includes manual screening to flag sites that use this ad unit. PlaySafe continually screens for video player size to ensure pre-roll ads are not served within these units. TubeMogul also leverages our partners’ capabilities - such as SpotXchange’s real-time data on whether a stream is user or auto-initiated - to ensure these units are not used.
Despite these controls, TubeMogul has suffered the rare instance where a client’s pre-roll ad was mistakenly shown in one of these units. However, TubeMogul always takes immediate steps to address the error and provide the advertiser with make-goods on the impressions. The first example on FakePreRoll.com will show an example of a TubeMogul client's ad within a “fake pre-roll” ad unit.
“Our industry needs to do everything we can to make brand marketers feel more confident with using digital video. Vendors who use “fake pre-roll” are destroying this confidence. By shining light on the issue, we hope that marketers and agencies will demand more transparency from their vendors to understand what type of pre-roll they are buying,” said Brett Wilson, CEO of TubeMogul.
TubeMogul is the only video marketing company built for branding. As a demand side platform for video, TubeMogul integrates real-time media buying, ad serving, targeting optimization and brand measurement into its PlayTime platform. Over half of the Fortune 500 use TubeMogul to simplify the delivery of video ads in any format, optimize the impact of their brand message and maximize the effect of every dollar they spend.
Founded in 2006, TubeMogul is based in Emeryville, CA with offices in New York, London, Chicago, Los Angeles, Toronto and Sydney.which averaged 83.4 million U.S. pre-roll auctions per day in the third quarter