ADMA recently joined the Coalition for Better Ads, which leverages consumer insights and cross-industry expertise to develop and implement new global standards for online advertising. ADMA joins a long list of leading international trade associations and companies involved in online media to improve customers’ experience with online advertising.
The Coalition for Betters Ads recognises the importance of advertising to support valuable free content, robust journalism and social connections across the internet. However, consumers are increasingly frustrated with ads that disrupt their experience, interrupt content and slow browsing. It is essential for brands to be mindful of how ad experiences impact on consumers as the prevalence of ad blocking technology can undermine online advertising activities.
The Coalition for Better Ads has developed initial Better Ads Standards, which sets global standards for ad experiences on desktop and mobile. The Better Ads Standards is based on comprehensive research involving more than 25,000 consumers.
The Coalition’s research identifies the ad experiences that rank lowest across a range of user experience factors and that are most likely to result in consumer adopting ad blockers.
The Better Ads Standards identifies and discourages the use of ad experiences that fall beneath a threshold of consumer acceptability. These ad experiences include:
Mobile Web Experiences
1. Pop-up Ads
2. Auto-playing Video Ads with Sound
3. Prestitial Ads with Countdown
4. Postitial Ads with Countdown
5. Ad Density Higher than 30%
6. Full-screen Scrollover Ads
7. Flashing Animinated Ads
8. Large Sticky Ads
By focussing on the least preferred ad experiences, the Coalition for Better Ads’ approach leaves open the possibility for continued innovation in the development of new ad experiences.
For more information on the Better Ads Standard click here.