IAB Australia Joins International Group ‘Coalition For Better Ads’
IAB Australia has joined the international group ‘Coalition for Better Ads’ as an affiliate member, continuing its push towards supporting Australian marketers and advertisers to build brands online.
Launched in Germany last October, The Coalition for Better Ads is made up of leading international trade associations, publishers and agency groups involved in online media, as well as consumer brands, including Procter & Gamble and Unilever, who have all joined forces to improve consumers’ experience with online advertising.
The Coalition today released its initial Better Ads Standards for North America and Europe for desktop and mobile web. It also announced plans to conduct research in Australia and then release local guidelines for marketers, agencies and publishers.
The initial Better Ads Standards for North America and Europe are based on comprehensive 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.
“We are continuing to strongly drive every available option to help simplify and improve the online advertising experience for consumers and to improve the advertising value for brands,” said Vijay Solanki, IAB Australia CEO. “Collaboration is critical to achieving this goal and so working with other trade associations locally and internationally, as well as leading brands and publishers, will continue to underpin our approach.”
Keith Weed, CMO for Unilever in he UK commented overnight on the global standards, saying: “As an industry we have a responsibility to find better ways of making great advertising and content that really engages people. It’s in everyone’s interest. Better advertising leads to a better experience for the viewer and more effective advertising for brand. The work of the Coalition to identify consumer preferences around ad formats will be a highly useful and insightful tool for the brand builders, advertisers and advertising agencies who are working to improve the quality of advertising for the viewer while driving effectiveness and efficiencies for the brand.”
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 types of desktop and mobile ad experiences that fell beneath the initial Better Ads Standards.
Latest News
THIS IS IT: Entries To B&T’s Best Of The Best Awards Close Today!
Best Of The Best entries close at 5pm today! While the pub's 'happy hour' starts at 4.30pm. You do the maths, people.
Friendlyjordies Producer Pleads Not Guilty To Stalking John Bariarlo
There are strong lessons in the perils of social media here. Well, not when blowing snot out your nose for laughing.
Nova Launches Red Room Unlocked, Giving Listeners Access To More Than 260 Live Performances
Get down and groove as Nova's Red Room releases 260 live performances! Just watch your back if you're over 40.
AFR BOSS Names Winners Of 2021 Boss Young Executives Awards
In a year where ‘business as usual’ is anything but, AFR BOSS reveals six of Australia’s most inspirational and outstanding young leaders who excelled during the pandemic. The six have been crowned the 2021 BOSS Young Executives in the prestigious awards program, now in its 18th year. Run in conjunction with global leadership consulting firm […]
“The Industry Wasn’t Ready”: All The Fallout From Google’s Cookie Delay
Everyone in the office talking cookies & you're reaching for the Chocolate Wheatens? Plagiarise immediately from here.
Sydney Water Talks Water-Saving Hacks In ‘Turn It Off, Bob’ Campaign By Clems Sydney
Where would we be without water? Hot showers, well-maintained gadens and sobriety. Okay, maybe not that last one.
Clive Palmer Takes His Anti-Vaxxer Campaign To Letterboxes
More Clive Palmer news! Barnaby Joyce is back as deputy PM! Jeff Bezos is going to space! The fruitcakes are winning!
The Bad Touch: Netflix Combines Love Is Blind And The Masked Singer In Dating Show ‘Sexy Beasts’
Ever been on a Tinder date that's resembled the creepy bar scence from the first Star Wars? This program's for you.
Toyota Roasts Adland In Five-Minute ‘Fast & Furious-Inspired’ Epic
This car ad comes with awesome stunts, drifts and jumps. Absolutely everything you can't do in a car ad in Australia.
QMS Renews Contract With Manboom
On first inspection, B&T was hoping to bring you some manboobs news here. But as you'll see, it's a girdle-free read.
Index Exchange And MediaMath Join The Human Collective
HUMAN Security (formerly White Ops) today announced two new founding Human Collective members: Index Exchange and MediaMath. Together they participated in thought-provoking panel discussions during the recent IAB Tech Lab CTV & Video Advertising: Growing with Standards virtual event where they emphasized how important it is to work together in the fight against fraud on […]
CHEER Cheese To Officially Begin Australian Rollout
Coon has completed its vaunted transformation to CHEER Cheese. It still remains dry, tasteless and cumbly, however.
SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations
SCA has announced the appointment of Cathrine McVeigh to head of audio production and operations. She will be part of the content leadership team. In the newly created role, McVeigh will oversee the creation of SCA’s new audio production and content operations hub and lead a combined team across the country to deliver a rapidly […]
Thursday TV Wrap: Thursday Night AFL Scores For Seven In Clear Nightly Win
Last night's Lions versus Cats AFL match certainly didn't give Seven any furballs as it gave its competitors a licking.
Google Delays Third-Party Cookie Deprecation Until 2023
On the upside, Google's delayed turning off cookies till 2023. On the down, you've got two more years' reading about it.
10 And SCA Confirm Two Year Regional TV Deal
SCA & 10 jump into bed together. Metaphorically speaking; it's not like there's awkward silences in the office kitchen.
Cannes Lions Live Day Four Sees Wins For AKQA Melbourne, Ogilvy Sydney, Clemenger BBDO And Special Group Sydney
Missing Cannes this year? Well, why not go and buy a $29 glass of rosé while being utterly ignored by the bar staff.
Australian Retailers – How Can You Stand Out From The Pack On Social?
Top tips to ensure your social stands out from the pack without using the words bumfuzzle, gubbins or flibbertigibbet.
Chobani Unveils New Brand Campaign Via Cummins&Partners
Here at B&T, we love to spoon Chobani on our morning muesli, fruit smoothies and office jelly wrestling competition.
News & Rescue Crews Race To Drowning Woman … Only To Discover A Floating Sex Doll!
On completion of this article you'd be right in thinking "why the hell did B&T run that?" As we too have been pondering.
me&u Appoints Clementine Churchill To Head Of Marketing
me&u appoints new head of marketing. Yet, no comment on its slightly dumb name, however.
MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
The B&T editor still enjoys a glass of MILO. Either that or he's got very worrying brown crusty bits around his lips.
New ANZ Research Shows LGBTQ+ Visual Representation Relies On Stereotypes
Do you still take your LGBTQ+ representations from re-runs of 'Are You Being Served?' This couldn't come soon enough.
Nikki Warburton Departs Audi Australia After Three Years Spent Embracing Vorsprung Durch Technik
Audi CMO Nikki Warburton has left the business. Sadly, didn't receive Sound Of Music on Blu-ray as departing gift.
Lego Announces Plans To Start Making Bricks From Old Drink Bottles
Once again the Scandinavians proving they're on it when it comes to the environment, DIY furniture & adult erotica.
NESCAFÉ Says ‘Now’s Good’ In New Work Via Saatchi & Saatchi
As any visitor to the B&T office knows, you'll get a NESCAFÉ, a Scotch finger & a rendition of Cher's "Turn Back Time".
Craig McLachlan Accused Of Groping Another Woman
Surely, serious concerns should've been raised about Craig McLachlan's behaviour when he recorded "Mona" back in 1990?
REMINDER: Entries For B&T’s Best Of The Best Awards Close Tomorrow!
Has a colleague recently won a 'I look like my cat' competition? That's the temerity required to win a Best of the Best.
More Heat For Coke’s Customisation Tool As It Bans ‘Palestine’, ‘Black Lives Matter’ And ‘Mohammed’, But Not ‘White Pride’
Coke's week from hell continues apace! However, it's primed & ready to remind Pepsi of its own 'Kendall Jenner' episode.
“You Cannot Be Serious!” New Campaign Shows Wimbledon Is A Global Force
Wimbledon kicks off NEXT Monday with high hopes the Aussie male contingent will completely embarrass us all as usual.
