Improving the Consumer Online Ad Experience
Better Ads Standards Based on Consumer Preferences
Advertising helps support diverse types of free content, fearless journalism and close-knit social connections that span across the world. But as the web has grown, the online ad experience has sometimes fallen short of consumers’ expectations, as indicated in part by the emergence of ad blocking. For example, ads that disrupt the browsing experience or delay access to content can frustrate consumers.
In order to improve the consumer experience, leading international trade associations and companies in the online media ecosystem have joined forces to create the Coalition for Better Ads. The Coalition conducts research in order to develop data-driven standards for online advertising. The goal is to measure consumers’ preferences about the types of ads they least prefer, in order to help the global marketplace take steps to deliver a better ad experience.
In the first phase of the Coalition’s research, more than 25,000 Internet users in North America and Europe were surveyed about their preferences for different types of online ads. The research included desktop web (55 ad experiences) and mobile web (49 ad experiences). The results of the Coalition’s consumer-focused research define Better Ads Standards that identify the ad experiences that fall beneath a threshold of consumer acceptability. Better Ads Standards reveal the least preferred, most annoying ad experiences that are also most likely to cause consumers to adopt ad blockers.
The research methodology that supports Better Ads Standards is adaptable to measuring consumers’ preferences for particular ad experiences across different global regions, as well as the testing of other digital advertising environments beyond desktop web and mobile web. The Coalition plans to continue conducting research in additional regions and environments to provide a comprehensive understanding of consumer reaction to ad experiences.