Advertisers really are clueless when it comes to UX and wonder why ad blocking is on the rise. Next stop, auto-play video ads in search and after that, the complete death of online adverts, because by then, most people will be using ad blockers.
It would be interesting to see the A/B results for video. If it's not obvious that video appeals to our senses more abruptly, then they could be late to this one.
The web's becoming more TV-like as time goes on, and it pains me that text is being forced to become a second class citizen of the web.