News Limited has introduced autoplay videos on it news.com.au and its metro mastheads, following a similar move by rival Fairfax two years ago.
However, the move has led to the publisher’s own media company, UM, to say it will not buy any autoplay pre-roll videos on the sites, a policy it has already implemented with Fairfax.
According to News the new system will go live on January 29 across the major metro mastheads after a “successful trial” on the Adelaindenow website, although no decision has been made on whether it will appear on The Australian’s paywalled site.
In a statement they told B&T: “The launch follows a successful trial on Adelaidenow, consultation with our commercial partners who want more high value video inventory and feedback from our consumers, who love video content but want to have more control over it.
“Our auto-play implementation gives consumers that control – they can stop the video, it won’t play if less than 25% of the video player is in view and they can switch autoplay off altogether across our network without having to register.”
The last point differentiates it from Fairfax’s system, which requires users to log in using personal details to block autoplay across the site.
However, UM boss Mat Baxter said despite the differences they would still be boycotting any autoplay inventory, with many media agencies skeptical about its effectiveness among audiences and fears it is actually annoying.
Baxter told B&T: “We will continue not to buy autoplay video as an agency.
“One of the reasons publishers are moving to this approach is there’s so much demand for video inventory, and autoplay increases the amount of plays.
“I’ve spoken to News and explained that that’s where we are at.”
Is a move by publishers to autoplay inevitable? Is it effective? Leave your thoughts using the comment form below.
Please login with linkedin to comment
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]
In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]
Cartology, the retail media business of Woolworths Group, has further expanded its team with Martin Wood (pictured below) been promoted to head of strategic partnerships and Matt Gower (main photo) has joined the business as senior manager of research and insights. Wood will lead a new team dedicated to servicing the retail media business’s largest […]
CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]
GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games. GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]
MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.
DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]