Putting trust in a company these days has become vital to users and customers more than anything else. It’s not merely about getting a quality service or product. People are looking for a clear message, a sincere connection or something they can relate to. They keep this in mind at all times when they examine the possibility of doing business with an enterprises or other companies. Things are very similar in the online market. When people seek out information or entertainment, they want quality in addition to honesty. Right smack in the middle of this exciting and ever-growing world of technology, e-commerce and business, lies a brand new endeavor called Better Ads Standards.
Fighting the Monetization War
Advertising networks, web publishers, and various other businesses depend greatly on online ads. As the competition grows, it’s fast becoming a bit of a stifling climate, and all of these businesses are facing a somewhat difficult scenario. When a market gets over saturated, it doesn’t take too long until it reaches a point when questionable monetization methods overtake the industry, severely damaging one of the most important aspects of any successful business venture – UX (User Experience). Ads are no different from any other content. Everyone’s looking to garner impressions. For instance, if we consider metrics and stats, what matters the most are things like completion rates, engagement, audience retention and so on. Audiences have always wanted quality content. For precisely that reason, Coalition For Better Ads and Google are looking to create a gratifying ad experience with Better Ads Standards.
What Are Better Ads Standards?
To give you a clearer picture of what Better Ads Standards is all about, we should get down to the basics. The first step is to delve a bit deeper into the mechanics of how ads work and how Google aims to upgrade current ad standards. Essentially the idea is to optimize the ad experience for users; enter “Better Ads Standards,” a framework by coalition for Better Ads. The framework aims at refining users’ experience with both desktop and mobile based ads.
Examining desktop and mobile ads, the standards are meant to center on ad types which consumers are happy with and ad types consumers are unhappy with. Ads that received the lowest rank are then recommended for removal by webmasters and publishers. This has lead to several fundamental changes when it comes to ad practices in general.
The coalition works in a rather straightforward manner. The goal is to single-out the worst ad experiences – you know the kind we’re talking about, right? We’re referring to a user experience that compels a majority of Internet users to resort to ad blockers. Crucial research has pinpointed ad types based on a set of criteria, which can be seen below:
- Ads that disrupt experience.
- Ads that interrupt content.
- Ads that slow down browsing.
Companies, publishers and crucial industry veterans are hopping on the bandwagon to support this entire effort, which is solely aimed at increasing the overall user experience for ads.
“The industry fails terribly at creativity if we can’t even start from the place that ad formats aren’t intrinsically annoying,” said Joe Barone, Managing Partner, Brand Safety, of GroupM, the world’s largest media investment group. “We look forward to working with our media partners and clients to encourage global adoption of the standards. The premise is simple, what’s right for consumers is always the right answer for the advertiser.”
“Our association and its members have been closely following the Coalition’s work in other regions as we work to improve the online advertising environment for consumers in Brazil,” said Renato Girard, Director of Operations of IAB Brazil. “The Coalition’s research and the expansion of the Better Ads Standards will provide additional momentum to further our progress on this important work.”
If we are looking at desktop-based ads strictly, here’s which ads were singled-out to be the most disruptive:
- Classic pop up ads.
- Prestitial ads that include a countdown.
- Big sticky ads.
- Auto playing videos with sound.
As far as mobile-based ads that were found to be the most disruptive:
- Classic pop-up ads.
- Big sticky ads.
- Prestitial ads.
- Mobile pages with more than 30% ad density.
- Flashing animations.
- Ads with a countdown to dismiss.
- Full-screen scroll-over ads.
- Auto playing videos with sound.
Back in February 2019, Google has released the official Dos and Don’ts for Better Ads Standards, so you can visit to check out if your ad types are suitable and or not.
Better Ads Standards for Video Content and Video Ads
Yes indeed, we finally come to videos. The key thing to realize here is that all of the information above relates to all types of web-based ads, and not strictly to video. Now, when it comes to video, here’s how things breakdown:
Ad Experience: Auto-playing Video Ads with Sound – Auto-playing video ads play sound without any user interaction.
Normally, these are the kind of experiences that are not intrusive and above all they do not interfere with the user’s Internet experience. When web browsers and Internet surfers are caught off guard, they get the momentary urge to kill the sound. In addition, ads that insist on a click to activate sound are not within Better Ads Standard. What’s more, the Better Ads Methodology did not examine pre-roll, mid-roll ads in video content which is relevant to the content of the web page.
What Publishers Have to Do and What They Can Do
The aforementioned Better Ads Experience program seeks to motivate both publishers, and advertisers, to examine and improve their ads. The same goes for ad technology companies. The policy is that publishers will get 30 days to tweak and fine-tune sections of their website, as well as ads that are being served there.
In conclusion, it was uncovered that the coalition has relied on specific and accurate consumer data, which points to users’ preferences. Well over 66,000 internet users on different locations across the globe, took part in this particular research.
BridTV Marketplace and Google
BridTV has also teamed up with Google, in an effort to help publishers streamline their online monetization efforts, with improved ad tech, a fast / lightweight HTML5 video player, as well as a powerful ad backfill program called the BridTV Marketplace. You can discover more here.
Stay tuned for more info about Better Ads Standards…