Martin Beck says, “Aiming for a bigger cut of the lucrative video advertising market, Tumblr is launching its first autoplay video ads today, Advertising Age reports.

Eleven brands, including The CW, Lexus, Unilever’s Axe, Universal Pictures, JCPenney and Hulu, are testing Sponsored Video Posts before Tumblr opens them to all advertisers in mid-November. Previously, brands could purchase Promoted Posts that included video but the new offering takes advantage of Tumblr’s updated video playerthat starts videos automatically, though muted until a user clicks to activate audio. The autoplay video also loops continuously and can be docked next to the dashboard so users can watch while continuing to scroll through other posts.

Online video ads are a fast growing piece of the online marketing industry. EMarketer estimates that U.S. advertisers will spend $5.96 billion for digital video ads in 2014, a 42% year-over-year increase. Yahoo is following Facebook into the autoplay era, which has helped Facebook challenge YouTube’s dominance as a video platform”.

Tumblr Is Rolling Out Its First Autoplay Video Ads Today

Marketing Land

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