Page load time: Video files are bulkier than banner, hence add to the page load time. We already know 40% users leave websites that take more than 3 seconds time to load and 47% expect a domain to load in 2 second or less. These are tough numbers to obtain, with ad monetization as your primary source of money, publishers need an improved answer. In such a case, lazy loading ads help. Going back to the Forbes example, video ads only appear when a user scrolls down a touch.
This guarantees appropriate load time and impressions from users.