As an advertiser, this ad format doesn't convert very well. People watch or listen to the video but rarely click or buy/subscribe on anything. Traditional formats remain more effective and discreet, all that matters is the ROI on a campaign.

As a publisher, it's a so annoying format for visitors. I personally hate it so much that even if you have useful content, I would probably prefer to close the tab and move on to something else. Why should I bother the visitors, and more when I know they'll leave the website (and perhaps never come back)?

I don't know who invented this format, it woks on TV but on the www it's something else