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Coalition for Better Ads loi standardit paremmalle verkkomainonnalle

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.

Dévoilés le 21 mars (voir archive), les recommandations de la Coalition for Better Ads pour une publicité digitale pertinente sont soutenues par l’IAB France. «Cette démarche est particulièrement pertinente dans la mesure où c'est la première fois que des recommandations ne sont pas uniquement issues de réflexions de l'industrie, mais élaborées sur des tests approfondis de l'expérience utilisateur aux États-Unis et en Europe», souligne Valérie Chavanne, vice-présidente de l'IAB France, partie intégrante de la Coalition for Better Ads (voir archive).
En effet, ces analyses ont été menées auprès de 25 000 consommateurs américains et européens, exposés à 104 annonces publicitaires pendant la lecture d’articles sur ordinateur et téléphone portable. L'IAB France, qui encourage tous les acteurs de l'industrie à adopter dès à présent ces bonnes pratiques de manière à améliorer significativement l'expérience utilisateur, note également «que la plupart de ces résultats concordent avec les recommandations historiques de notre association»

The report by the Coalition For Better Ads, which includes members such as Procter & Gamble, Google, Facebook, the World Federation of Advertisers and the IAB, is hoping to eradicate annoying ad formats.

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.

It has been a turbulent week in mainstream news as well as in digital marketing. Amid all the Google bashing that was the backdrop to this year's Advertising Week in London, however, it might have been easy to have missed the wake-up call the industry was given. It came in the form of Coalition for Better Ads report on user experience. The findings, to be honest, were entirely predicable -- but still, the message needs to conveyed so it can hopefully sink in.

The Coalition for Better Ads, a global industry-wide consortium representing the digital industry, has published Better Ad Standards for desktop and mobile web that reflect consumer advertising preferences in North American and European markets.

Dive Brief:

• 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.

The Interactive Advertising Bureau of Australia (IAB) has joined the ‘Coalition for Better Ads’ and will work with the international organisation to create local guidelines for online advertising.

The international group, which launched last September, brings together trade bodies, publishers, technology companies, advertising and media agencies, and consumer brands such as Unilever and Procter & Gamble, with an aim to improve consumers’ experience with online advertising.

Die "Coalition for Better Ads" will mit Mitgliedern wie Google, Facebook oder dem BVDW und IAB neue globale Standards für Online-Werbung erarbeiten. Welche Formate für Nutzer am nervigsten sind, präsentierten die Partner heute.

The Coalition for Better Ads, which was founded last year by Procter & Gamble Co. and other major players in the industry, today recommended standards aimed at curbing pop-ups and other forms of internet advertising that annoy people using desktop or mobile computers.