For some it's not necessary evil -- digital video consumers come to expect pre-roll ads.
Speaking at MediaPost's Video Insider Summit, Corey Gehrt, strategy director for Code and
Theory, said: "Pre-roll is more accepted than TV. Consumers are smart enough to know they are going to give up something in return."
TV advertising business is now some $70 billion a year. That should not be discounted. Zvika Netter, chief executive officer/co-founder of Innovid, says: "The TV guys got it right. [But] the key evolution of the spot."
Just because pre-roll video ads is at the top of the food chain for publishers, and marketers, the business shouldn't take anything for granted. Maurice Riley, vp and strataegy director of Publicis Kaplan Thaler: "Let’s not be lazy about what are putting out."