CHICAGO – Ad network Jun Group’s CEO Mitchell Reichgut “recoils” when he hears about auto-playing ads, the new format being picked by Facebook and others to deliver video messages. But that doesn’t mean he won’t try introducing interruptive ads of his own.

“(Auto-play) smacks of things that less than ingenuous,” Reichgut tells Beet.TV in this video interview. “In an interstitial, an interruptive unit, in an app environment, you’re going from one page to another and there’s a commercial break.

“We’re considering that format. It will be much shorter – probably around a 10-second break. We have to test that. We want to make very, very sure we’re not offending the people who are using that app.”

Reichgut says mobile ads perform better than desktop ads for engagement, completion rates and post-view activities because mobiles command more singular consumer attention than desktop media.

He was interviewed by Gian Fulgoni, co-counder  and executive chairman emeritus of comScore at the Beet.TV leadership summit presented by the Jun Group.  You can find more videos from the summit here.

In a related post, please find our interview with IAB Chair Vivek Shah on the evolving nature of auto-play in light of recent moves at Facebook to make the format more palatable.