In a guest byline for VideoInk, ConvertMedia Founder and CEO Yoav Naveh poses the question "why there is a hold up when it comes to advertisers shifting their budgets from TV to online?"

Yoav adds that while in-banner video ads may have a legitimate role to play in the market if categorized correctly, they typically provide a poor user experience. According to Yoav, these ads often slow down a web page delivering what the industry refers to as ‘jank,’ or a stuttering and halting experience that annoys and disengages viewers from the page content and the ad. Here’s an excerpt from Yoav’s guest byline:

While in-banner video ads may have a legitimate role to play in the market if categorized correctly, they typically provide a poor user experience. These ads often slow down a web page delivering what the industry refers to as ‘jank,’ or a stuttering and halting experience that annoys and disengages viewers from the page content and the ad. To make matters worst, it does not provide a good value for advertisers, adding injury to insult. The experience they provide is also driving both brands and users away.

To read Yoav’s guest byline for VideoInk in its entirety, click here.