Web article promises a mouth watering recipe and then shows you a video, then promises you a peek at a celebraties dance moves then shows you a video of still pictures.
The key word here is video. It is harder to get you to look at an ad when the ad is attached to an article but in order to view what you were promised you will have to watch the ad in order to see the article if it is attached to a video. Now why show a video of still pictures? For one, if they told you all they had was still pictures of a person dancing, then tthey aresaying they have nothing od interest and you certainly aren't going to read an article about someone dancing but if they promise you a video then you will have had to watch the ad before discovering the trickery.
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