A broad coalition of advertisers in the US and Europe known as The Coalition for Better Ads has released a set of standards it hopes will improve the standard of online advertising and, hopefully, halt the rise of ad blocking software.
Interestingly, IAB Australia announced today that it has signed on to the group as the Australian representative.
The group’s new initiative is known as the initial Better Ads Standards for desktop and mobile web advertising and was based on research in which consumers comparatively ranked different ad experiences presented to them while they read online articles. More than 25,000 consumers rated 104 ad experiences for desktop web and mobile web.
During the Coalition’s research, consumers were asked to read articles on simulated high quality content pages, and then to rate comparatively the different ad experiences they received. These consumer preference ratings, as correlated with increased consumer propensity to use ad blockers, identified the following types of desktop ad experiences beneath the initial Better Ads Standard: pop-up ads, auto-play video ads with sound, prestitial ads with countdown and large sticky ads.
For the mobile web environment, the following types of ad experiences fell beneath the initial Better Ads Standard: pop-up ads, prestitial ads, ads with density greater than 30 per cent, flashing animated ads, auto-play video ads with sound, poststitial ads with countdown, full-screen scrollover ads, and large sticky ads.
Commenting on the research, Townsend Feehan, CEO of IAB Europe, said: “This comprehensive research and these initial Better Ads Standards provide great guidance on the role ad formats have on the user experience.
“We look forward to using the data released today to engage our members about consumer ad preferences, and to upcoming phases of the Coalition’s research that we expect will contribute even more depth and breadth of coverage of European markets.”
The coalition plans a broad range of educational activities for its members and others in the industry, including presentations via participating trade associations, conference participation and webinars. By making the research widely available, the Coalition aims to encourage industry participants to incorporate the findings into their efforts to improve the online ad experience for consumers.
Members and supporters of the Coalition, in alphabetical order, include the American Association of Advertising Agencies (4A’s), AppNexus, Association of National Advertisers (ANA), BVDW Germany (rep. IAB Germany), Data & Marketing Association (DMA), Digital Content Next, Facebook, Google, GroupM, IAB, IAB Europe, IAB France, IAB Tech Lab, IAB UK, Network Advertising Initiative (NAI), News Corp, News Media Alliance, Omnicom Media Group, Oriel, Procter & Gamble, Sovrn, Teads, The Washington Post, Thomson Reuters, Unilever, and World Federation of Advertisers (WFA). An additional 80 trade associations from around the world are affiliates of the Coalition for Better Ads. Companies and trade associations that wish to join the Coalition can learn more at www.betterads.org.