pre-roll fatigue

Definition

The soul-crushing weariness viewers experience from excessive unskippable video ads before content. Usually measured by the desire to throw devices across rooms.

Example Usage

Our pre-roll fatigue metrics show completion rates plummeting as we're now the fourth ad before a 90-second cat video.

Origin

Emerged with YouTube advertising growth in the late 2000s-early 2010s

Fun Fact

Pre-roll fatigue drove ad-blocker adoption by 300% between 2013-2016, costing publishers billions in revenue.

Source: Video advertising and digital media terminology

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