Mainonta rahoittaa mediaa ja monenlaista sisältöä kokonaan tai osittain. Verkkomainonta mahdollistaa myös sosiaalisen median palveluja. Kuluttajat ovat kuitenkin usein turhautuneita verkkomainoksiin, jotka häiritsevät heidän käyttökokemustaan – keskeyttävät tai hidastavat selailua. Myös mainonnanesto-ohjelmien käyttö lisääntyy.

Coalition for Better Ads, useiden alan järjestöjen ja yritysten yhteinen kansainvälinen hanke, loi standardit paremmalle verkkomainonnalle. Standardien määrittelyä edelsi laaja tutkimus, johon osallistui 25 000 kuluttajaa. Mainostajien Liitto on kattojärjestönsä World Federation of Advertisersin kautta (WFA) mukana hankkeessa.

Tutkimus tunnisti eri verkkomainonnan tyyppejä, jotka sijoittuivat heikoimmin käyttäjäkokemuksen eri tekijöillä arvioituna: kuusi pöytäkoneilla ja 12 mobiilissa. Ärsyttävimpiä mainosmuotoja pöytäkoneilla olivat muun muassa popup-mainokset, automaattisesti äänet päällä käynnistyvät videomainokset ja pakolliset mainokset ennen pääsyä halutulle sivulle. Mobiiliympäristössä kismittäviä olivat lisäksi esimerkiksi animaatiot ja koko näytön peittävät mainokset.
Coalition for Better Ads kehottakin alan toimijoita hyödyntämään näitä tuloksia kuluttajakokemuksen parantamiseksi verkossa.

Katso kuvat mainostyypeistä lataa tiedostot -linkistä ja lisätietoa BetterAds-sivuilta.

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• The Coalition for Better Ads asked more than 25,000 consumers to rank 104 ad experiences so it could identify user experience factors that are most highly correlated with the propensity to adopt ad blocking tech, per a press release.
• The results show six desktop and 12 mobile ad experiences that fall beneath the threshold of acceptable experiences. For desktop they are: pop-up ads, auto-play video ads with sound, prestitial ads with countdown and large sticky ads. For mobile, the offending formats are: pop-up ads, prestitial ads, ads with density greater than 30%, flashing animated ads, auto-play video ads with sound, poststitial ads with countdown, full-screen scrollover ads, and large sticky ads.
• By focusing on the least preferred ads, the Coalition’s goal is to leave open the possibility for continued innovation in the development of new ads experiences while helping advertisers identify formats that are currenlty not working.

Dive Insight:

While it is hardly groundbreaking news that consumers find pop-ups and flashing animation annoying, the research is noteworthy because it is the first major effort to come out the Coalition for Better Ads, which was formed last fall by a group of major advertising trade groups and big brands to address the growing use of ad blocking software. The group views the trend toward ad blockers as reflective of the poor quality of digital ads and having the potential to undermine the entire digital advertising ecosystem if ad quality is not improved.

Ad block software remains a challenge for the entire digital advertising ecosystem, and the new Coalition for Better Ads standards are the latest move to combat the issue. The Coalition described the new standards as “initial,” with the research intended to be ongoing.

The research will serve as a foundation to the LEAN Scoring System, which is currently under development by the IAB with the goal of providing tools to improve the user experience across interactive screens. The system is based on the idea that digital ads must be light, encrypted, AdChoice supported and non-invasive.

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The Coalition was set up at Dmexco last year. I can still remember the call for brands to go along and sign up to add their weight behind the movement that wants to make digital advertising far less intrusive. Whether at the show, before or since, the coalition has done very well in attracting the big names in the world of huge-budget FMCGs such as P&G. The big publishers, Facebook and Google are onboard as well as industry bodies, such as the IAB.

Spend just five minutes online, either on desktop or mobile, and you will instantly realise what consumers find most annoying about their experience.

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The initial Better Ads Standards 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.

The Coalition’s research identifies the ad experiences in both North America and Europe that ranked lowest across a range of user experience factors, and that are most highly correlated with an increased propensity for consumers to adopt ad blockers. These results define initial Better Ads Standards that identify the ad experiences that fall beneath a threshold of consumer acceptability.

Six desktop web ad experiences and twelve mobile web ad experiences fell beneath this threshold. The Coalition encourages the marketplace to use these results to improve the consumer experience.

“We are energized by how quickly this cross-industry Coalition was able to research and identify annoying advertising formats,” said Jason Kint, CEO of Digital Content Next. “There is still much work to be done but we are out of the gate in our work to make the web less annoying for the average consumer.”

“The scope and nature of this research provides insight into how consumers view different online ad experiences, highlighting what’s working well, and what we need to re-think in order to secure more meaningful engagement,” said Nancy Hill, President and CEO, 4As. “The consumer preferences identified in the Better Ads Standards will be useful to our members who wish to take action to improve the online experience.”

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%, flashing animated ads, auto-play video ads with sound, poststitial ads with countdown, full-screen scrollover ads, and large sticky ads.

“We hope these initial standards will be a wake-up call to brands, retailers, agencies, publishers, and their technology suppliers, and that they will retire the ad formats that research proves annoy and abuse consumers,” said Randall Rothenberg, President and CEO, IAB. “If they don’t, ad blocking will rise, advertising will decline, and the marketplace of ideas and information that supports open societies and liberal economies will slide into oblivion.”

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. Journalists and interested parties can learn more about the research methodology, findings and initial Better Ads Standards at betterads.org.

“This comprehensive research and these initial Better Ads Standards provide great guidance on the role ad formats have on the user experience,” said Townsend Feehan, CEO of IAB Europe. “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.”

“Representing IAB Europe on the CFBA Policy/Communications committee has been a great opportunity for IAB Ireland. Sitting alongside the global brands, trade organisations and global publishers it has been really important to share the voice of smaller markets like Ireland who will both benefit from and contribute to the CFBA outputs,” says Suzanne McElligott, CEO of IAB Ireland.

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 also affiliates of the Coalition.

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A coalition of ad buyers and sellers including Google and Facebook, as well over 80 trade associations from all over the world has published a new set of better ads standards for desktop and mobile web that it says reflect consumer advertising preferences in North American and European markets. The Coalition for Better Ads said the standards are based on a survey of around 25,000 users in the UK, Germany, Italy and Spain, who rated 104 ad experiences in simulated desktop and mobile environments. They identified six types of desktop web ads and 12 types of mobile ads as falling beneath a threshold of consumer acceptability, including pop-up ads, auto-play video ads with sound, prestitial ads with countdown and large sticky ads.

The voluntary standards are part of an industry response to the rise of ad blocking software, with the coalition expressing the hope that the research serves as a wake-up call to brands, retailers, agencies, publishers and technology suppliers. The industry needs to “retire the ad formats that research proves annoy and abuse consumers,” according to IAB CEO Randall Rothenberg. “If they don’t, ad blocking will rise, advertising will decline, and the marketplace of ideas and information that supports open societies and liberal economies will slide into oblivion,” he said.

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The Coalition for Better Ads released initial Better Ads Standards for desktop and mobile web that reflect consumer advertising preferences in North American and European markets. The initial Better Ads Standards 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.

The Coalition’s research identifies the ad experiences in both North America and Europe that ranked lowest across a range of user experience factors, and that are most highly correlated with an increased propensity for consumers to adopt ad blockers. These results define initial Better Ads Standards that identify the ad experiences that fall beneath a threshold of consumer acceptability. Six desktop web ad experiences and twelve mobile web ad experiences fell beneath this threshold. The Coalition encourages the marketplace to use these results to improve the consumer experience.

“We are energised by how quickly this cross-industry Coalition was able to research and identify annoying advertising formats. There is still much work to be done but we are out of the gate in our work to make the web less annoying for the average consumer,” said Jason Kint, CEO of Digital Content Next.

“The scope and nature of this research provides insight into how consumers view different online ad experiences, highlighting what’s working well, and what we need to re-think in order to secure more meaningful engagement,” said Nancy Hill, President and CEO, 4As. “The consumer preferences identified in the Better Ads Standards will be useful to our members who wish to take action to improve the online experience.”

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.

“We hope these initial standards will be a wake-up call to brands, retailers, agencies, publishers, and their technology suppliers, and that they will retire the ad formats that research proves annoy and abuse consumers,” said Randall Rothenberg, President and CEO, IAB. “If they don’t, ad blocking will rise, advertising will decline, and the marketplace of ideas and information that supports open societies and liberal economies will slide into oblivion.”

“Tens of thousands of consumers have made their opinions clear through this robust research. Consumers in North America and Europe have similar views on online ad experiences they find annoying and disruptive,” said Bob Liodice, CEO of ANA. “All online ad industry constituents should take a hard look at the findings. They provide valuable insights for the development of consumer-friendly ad campaigns.”

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.

“This comprehensive research and these initial Better Ads Standards provide great guidance on the role ad formats have on the user experience,” said Townsend Feehan, CEO of IAB Europe. “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 methodology used to support the initial Better Ads Standards is extensible to different global regions and to other digital environments, or to the measurement of new ad experiences in previously tested environments. The Coalition’s roadmap includes plans to conduct additional research on desktop web, mobile web and other environments across various regions including further testing throughout Europe, in North America, Asia and Latin America.

“The Coalition will build on this important work by expanding its efforts to other regions and ad formats,” said Stephan Loerke, CEO of World Federation of Advertisers (WFA). “The global reach of the Coalition’s membership and the continuing addition of new members support our goal to improve the advertising experience for Internet users worldwide.”

“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,” said Keith Weed, Chief Marketing Officer for Unilever. “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.”

“These research results will serve as a foundation to the LEAN Scoring System, which is currently under development,” said Alanna Gombert, General Manager, IAB Tech Lab, and Senior Vice President, Technology and Ad Operations, IAB. “Now we have actionable results that can be used to create tools to improve the user experience across interactive screens.”

“This research will prove incredibly valuable to the marketers and advertisers who seek to responsibly leverage data to achieve deeper engagement with consumers,” said Tom Benton, CEO of the Data & Marketing Association (DMA). “With these insights and the initial Better Ads Standards, the full marketing ecosystem can move forward together to pursue better-performing ad placements and enhanced customer experiences.”

“The Coalition’s research is timely and useful,” said Network Advertising Initiative (NAI) President and CEO Leigh Freund. “NAI members are committed to a free and open internet which depends on digital advertising. As a result, it is important to ensure that consumers can interact with advertising in a mutually beneficial way. Our high standards for member practices address consumers’ privacy concerns, and the Coalition’s work to address consumer annoyance issues can help guide our members and all advertisers to ensure a better consumer experience.”

“Our members make huge investments in high-quality journalism, and those investments are still primarily sustained by advertising revenue,” said David Chavern, President and CEO, News Media Alliance.

“This exhaustive research allows advertisers, agencies, publishers and everyone else involved in the advertising ecosystem to have a much better understanding of the kinds of ads that consumers like to see – and the ones they don’t respond to. It is exactly the type of information that will lead to the higher performance for digital advertising as a whole.”

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The Coalition for Better Ads has released its first report today (22 March) as it details the ‘most disruptive’ ad formats for mobile and desktop.

More than 25,000 consumers across the US and Europe rated 104 ad experiences for desktop web and mobile web. And according to the report, pop-up ads, auto-play video ads with sound, “prestitial” ads that viewers have to engage with before they can view the content and large sticky ads were each ranked the most annoying for desktop advertising.

In the mobile environment, meanwhile, there was a similar mix as pop-up ads, prestitial ads, ads that take over more than 30% of the screen, flashing animated ads, auto-play video ads with sound, ads with a countdown, full-screen ads that consumers have to scroll past, and large sticky ads were listed as the most disruptive.

The report shows a “long, skinny ad on the right-hand side” ranked as the most popular ad format for desktop, while a “sticky, 320×50 ad on the top” ranked best for mobile.

READ MORE: Mark Ritson: The Coalition for Better Ads is destined for a glorious failure

Responding to a question asked by Marketing Week during a press briefing yesterday (21 March), Chuck Curran, an attorney with Venable LLP and a counsel to the coalition, advised marketers that ads must provide consumers with “elements of control” – such as the ability to turn sound on or off – in order to resonate and sit within the coalition’s quality boundaries.

‘Issuing a wake-up call’

The Coalition For Better Ads is hopeful these results will be used by the industry to improve the user experience, and is now looking to extend the study to other regions such as Asia.

“We hope these initial standards will be a wake-up call to brands, retailers, agencies, publishers and their technology suppliers, and that they will retire the ad formats that research proves annoy and abuse consumers,” said Randall Rothenberg, president and CEO of the IAB.

“If they don’t, ad blocking will only rise, advertising will decline, and the marketplace of ideas and information that supports open societies and liberal economies will slide into oblivion.”

Despite Rothenberg’s strong statement, the Coalition emphasised that the standards are “voluntary in nature”, and aim to educate the ad industry instead of penalise it.

He added: “The primary goal of the Coalition is to generate information to really allow a broad spectrum of stakeholders to take action specific to their own audiences. We want to emphasise our desire that this info is shared by different participants. It’s not just the responsibility of publishers or advertisers to make good use of these findings.”

The coalition, which includes big brand names such as P&G, Google and Facebook, was set up in Dmexco last year in a bid to rid the internet of annoying ads and create global standards for online advertising.

It had previously announced its intention to create consumer-based and data-driven standards the advertising industry could use to improve the consumer ad experience – and the ‘most disruptive’ ads research is thought to be the Coalition’s first step in this direction.

Link to the original article from MarketingWeek can be found here.

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Im Herbst vergangenen Jahres schlossen sich namhafte Unternehmen, Agenturen und Verbände zur “Coalition for Better Ads” zusammen. Zum Verbund gehören Vermarkter wie Google und Facebook, Adtech-Dienstleister wie Appnexus, Branchenverbände wie der BVDW und die World Federation of Advertisers, Werbungtreibende wie Procter & Gamble und Unilever sowie Mediaagenturen wie GroupM oder die Omnicom Media Group.

Ihr gemeinsames Ziel: Mit besseren Werbeformaten das digitale Nutzererlebnis verbessern. Das wiederum soll in erster Linie durch das Erarbeiten neuer globaler Standards möglich werden.

Nicht user-freundlich: 18 Formate fallen raus

Um herauszufinden, welche Anzeigenformate Online-Nutzer am meisten nerven, hat die Coalition eine Studie durchgeführt. Dabei wurden über 25.000 Konsumenten in den USA und in fünf europäischen Ländern 104 Werbeformate, eingebettet in Online-Artikeln auf dem Desktop und mobilen Geräten, präsentiert. Sie sollten dann bewerten, welche Formate ok sind und bei welchen sie einen Adblocker einsetzen würden.

Die Ergebnisse dieser Erhebung hat die Coalition for Better Ads nun vorgestellt. Insgesamt gibt es 18 Formate, die so bei den Konsumenten nicht (mehr) gewünscht sind. Sie gelten als nicht-nutzerfreundlich und sollen die Installation von Adblockern begünstigen.

• Pop-up-Anzeigen mit und ohne Countdown
• Auto-Play-Videos mit Ton
• Prestitial Ads mit Countdown
• große Sticky Ads am “Boden” (Formate 970×250 und 580×400)

• Pop-up-Anzeigen mit und ohne Countdown
• Prestitial Ads mit und ohne Countdown
• Anzeigen, die 30, 35 oder 50 Prozent der Höhe einer mobilen Seite belegen
• Flash- und animierte Anzeigen
• Auto-Play-Videos mit Ton
• Poststitial Ads mit Countdown
• Full-Screen Scrollover Ads
• große Sticky Ads am “Boden”

Link zum Originalartikel von Internet World finden Sie hier.

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The Cincinnati-based maker of products such as Pampers diapers (NYSE: PG) is the largest advertiser in the world, and the company is increasingly reliant on digital ads to inform consumers about its brands.

About one-third of P&G’s $7.2 billion advertising budget is geared to digital mediums. U.S. marketers alone are now logging $200 billion annually in ad spend, including $72 billion on digital advertising.

But ad-blocking software that a growing number of people are installing on their computers poses a challenge, according to P&G and other members of the coalition. About 26 percent of people who surf the web in the United States were estimated to use ad blockers in 2016, up from 20 percent the previous year.

“At P&G, we support an open and free online environment where people have choice and advertisers are able to reach them in the most preferred ways,” P&G spokeswoman Tressie Rose told me. “While these are voluntary guidelines, we hope the industry comes together to implement the recommendations so we can all better serve people in an online and mobile world.”

The coalition’s initial Better Ads Standards were introduced March 22 based on consumer advertising preferences that were determined by surveying more than 25,000 people in North America and Europe, who rated 104 web ad experiences.

During the coalition’s research, consumers were asked to read articles on simulated content pages and then rate different ad experiences.

Along with pop-up ads, which block the main content of a webpage, the consumer preference ratings identified the following types of experiences as failing to meet the Better Ads Standard for desktop computer viewing: auto-play video ads with sound, prestitial ads with countdown (which force a reader to wait for a certain number of seconds before an ad either can be skipped or closes on its own) and large sticky ads (which adhere to a side of a mobile page and block part of the view regardless of scrolling by the reader).

For mobile web viewing, consumers frowned on: pop-up ads, prestitial ads, poststitial ads with countdown (which appear after the viewer follows a link and require waiting for a certain number of seconds before an ad can be skipped or it closes on its own), ads with density greater than 30 percent, flashing animated ads, auto-play video ads with sound, full-screen scroll-over ads, and large sticky ads.

“We hope these initial standards will be a wake-up call to brands, retailers, agencies, publishers and their technology suppliers – and that they will retire the ad formats that research proves annoy and abuse consumers,” said Randall Rothenberg, CEO of the Interactive Advertising Bureau. “If they don’t, ad blocking will rise, advertising will decline, and the marketplace of ideas and information that supports open societies and liberal economies will slide into oblivion.”

Marc Pritchard, chief brand-building officer for P&G, spoke out last year about “ad skipping, annoyingly long ad load times, endless ad streams and some really bad advertising.”

To create the coalition, P&G joined with rival consumer products company Unilever as well as Facebook, Google, advertising trade associations such as the IAB, and others.

“We are energized by how quickly this cross-industry coalition was able to research and identify annoying advertising formats,” said Jason Kint, CEO of Digital Content Next. “There is still much work to be done, but we are out of the gate in our work to make the web less annoying for the average consumer.”

Other founding members of the coalition include the Association of National Advertisers, the World Federation of Advertisers, the Washington Post, the News Media Alliance, the European Publishers Council, BVDW Germany, DMA, GroupM, the Interactive Advertising Bureau, IAB Europe and IAB Tech Lab.

Link to the original article from Cincinnati Business Courier can be found here.

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