New Media Age | The Sun replaces pre-roll ads with wrap-around format ::pre-video ads dissuade users::

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“Given that content on The Sun is short clips rather than long videos, the clear feedback we got from customers is that pre roll has gone beyond the necessary evil to actually dissuading people from using the site,” said Martin Corke, News International’s director of digital integration. “We took a pragmatic view that because it was frankly annoying users, it wasn’t going to generate a huge amount of revenue,” he added. “Users like big expanding formats but they like to be in control.”

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