Volume Control is for Consumers

Have you ever found yourself in this situation?  You’re sitting with your laptop, sipping your favorite coffee, earbuds snuggly tucked in and enjoying your favorite music while reading some news or casually clicking through your favorite websites.  As you browse, you stumble upon an ad for that cool new product you’ve been hearing about.  Your interest peaks.  You say, “I’d really like to know more about that!”  With increased anticipation, your hearts pounds a bit faster as you prepare to click on the ad.  But wait, that song you’re listening to is approaching that one line of lyrics you can actually remember.  You feel like singing along, but then hesitate.  You look around to see if anyone is watching.  It’s all clear.  You crank up the volume and make that song your own!  Even though the neighbor’s cat runs away in fear, you’re proud in your accomplishment.  Now your attention turns back to the ad for that cool new product you’ve been hearing about.  You position your mouse over that skillfully designed piece of advertising.  Then, while enjoying a second sip of coffee, your finger presses down on the left - mouse - button. (click)

WHAM!  All of a sudden, loud noises fill your head!  You are briefly frightened.  Where is this sound coming from?  Your favorite song is in direct competition with another source of audio.  Your ear canals can’t take it!  You begin to panic.  You don’t know how to stop it.  You begin clicking buttons, any buttons, in an attempt to halt that sudden and unwelcome onslaught of sound.  Your hand moves too quickly and knocks the cup containing your favorite coffee off of your desk.  You watch the cup fall in slow motion down to the floor.  Then, just as you’re about to toss your laptop across the room, you discover the source of the audio assault.  The website for that cool new product you’ve been hearing about automatically played a promotional video.  The audio controls were also automatically turned on and set at the maximum loudness setting.  You get angry, frustrated, and generally bent out of shape because you didn’t have a choice.  That cool new product you’ve been hearing about is no longer cool.  You close their website and never return.

I applaud any business that is moving forward by adding dynamic content to their website, such as audio, video or multimedia ads.  But I offer this advice—If you want your videos to automatically play when someone enters your website, please be courteous.  Mute the audio and place a “Click here for audio” button on top of the video.  That will keep the consumer (and perhaps your future customer) in control.