Page 26 - AeM_January_2019

BEST PRACTICES & STRATEGIES

Coalition for Better Ads expands its standards

worldwide to improve consumer experience online

The Coalition for Better Ads announced that it will sticky ads fell beneath the Better Ads Standard:
expand the Better Ads Standards for desktop and mobile
web to all countries and regions worldwide to improve “Consumers worldwide have sent a clear message to
the online ad experience for consumers. the online ad industry about the ad formats that disrupt
their experience online,” said Stephan Loerke, CEO of
The ad experiences in the Standards are based on the the World Federation of Advertisers. “Successful
Coalition’s extensive research, which has involved more brands will respond to consumers by taking steps to
than 66,000 consumers to date in countries representing avoid these ad experiences in their marketing plans.”
70% of global online advertising spending. The research
found strong alignment of consumer preferences across Many industry participants in North America and
countries and regions for the most- and least-preferred Europe have incorporated the Standards into their
online ad experiences, supporting the adoption of the business practices since their publication in March
same Better Ads Standards for desktop and mobile web 2017. Today’s announcement will benefit consumers in
globally. The Better Ads Standards identify the ad other regions by highlighting consumer preferences
experiences that fall beneath a threshold of consumer and mobilizing the online ad industry to reflect those
acceptability and are most likely to drive consumers to preferences. The Coalition and its members will
install ad blockers. continue to engage with trade associations and
companies worldwide to educate the industry about the
Types of desktop ad experiences that fall beneath the Better Ads Standards and encourage their widespread
initial Better Ads Standard include pop-up ads, auto-play adoption, including through webinars and other
video ads with sound, prestitial ads with countdown and outreach in the coming months.
large sticky ads.
The Coalition’s Better Ads Experience
For the mobile web environment, pop-up ads, prestitial Program certifies web publishers that agree not to use
ads, ads with density greater than 30%, flashing the most disruptive ads identified in the Standards. The
animated ads, auto-play video ads with sound, poststitial Program’s online register of certified companies helps
ads with countdown, full-screen scrollover ads, and large advertising partners identify publishers who apply the

26 January 2019 - Digital Business Trends Predictions