The Impossible Made Possible


Video ads that don’t annoy.

I have recently seen a new (at least new to me) type of advertisement on Techcrunch and the Wall Street Journal. It is a video advertisement that automatically plays, which is commonly known as a universally bad decision, but this plays without audio. I was amazed at how unobtrusive this is. I realized I can’t ignore sound (no matter how loudly my son screams) but I can ignore visual stimulus. I’m pretty sure this is not a condition of the Internet as I can ignore just about anything once I have visually categorized it as something that is not useful.

I’m also amazed that I’m actually drawn to watch the video since I can’t here it. (You of course have the option to turn the sound on.)

This may be a good tactic for pre-rolls, which are officially the most hated form of online advertisement (according to a reputable source that I can’t find right now). Here is a pretty good video on video advertising in general.

By Michael Myers

I'm currently the Academic Director of the Denver MBA at the Daniels College of Business. I manage the student experience and enjoy helping our students acquire the leadership skills they need for the next phase of their professional journey.

I'm also an Associate Teaching Professor of Digital Marketing at the Daniels College of Business, University of Denver. Since 2010, I've developed the 2nd most collegiate-level, digital marketing courses in the United States. I teach across a wide array of programs including Executive MBA, MBA@Denver, MS Marketing and Entrepreneurship.

I'm professionally passionate about digital culture, artificial intelligence and cognitive neuroscience. I'm married to an amazing woman and have two incredible children. I was raised in Colorado and spend my free time with family, cycling, snowboarding and going to the Pacific Ocean to SCUBA dive + surf.