How Many Hit Mute When The Pre-Roll Plays?

I did it again this morning.

Went to watch a video clip on my computer and a pre-roll spot came up. I can’t fast-forward and I can’t turn down the volume.

The advertiser, of course, thinks, “Aha, gotcha.”

I, of course, immediately hit mute on the computer. Poured myself another cup of coffee and when I looked back at the computer the spot was over.

Turned the volume back on and watched the clip I wanted to watch.

This is why I call them hostage rolls rather than pre-rolls.

As a hostage, all one tries to do is get away.

When are advertisers going to realize this?