Google’s Chrome browser now blocks videos with sound that automatically play when the page loads.
The new feature, released with the launch of Chrome 66 for Windows, iOS, Android and other operating systems, will stop the video from playing on any site where the video is set to autoplay with sound — and when it’s not the site’s primary purpose to run the video.
Google this week released a post on its site Connected Workspaces that touts the ability for companies to “block intrusive ads so employees can stay focused.”
The Chrome browser also now automatically filters links to third-party websites disguised as play buttons or other site controls, or transparent overlays on websites that capture clicks and open new tabs or windows, Google explains in the post.
Caroline Hugonenc, VP of Research at Teads, commented on the move: “This change to Google Chrome means brands are going to need to rethink their video advertising. For advertisers, silent video doesn’t need to be detrimental to ad performance. Our research shows that video ads with sound off perform as well or better than sound on in half of cases, and even better when you make sure to optimise the ads on mute.
“My advice to advertisers and creatives would be to watch your video on mute and question if the message is clear. If it’s not, consider including captions on voice-over and music videos or using smart subtitles for dialogue videos. You can also enhance your message with interactive elements, such as chatbots, overlays and skins, that give consumers another visual way to engage.”