What do consumers in North America and Europe want when it comes to ads on their desktops and mobile web pages?
The Coalition for Better Ads (CBA) believes its organization knows, based on a great deal of recent research. Now the CBA has released “Initial Better Ads Standards,” the fruit of fresh surveys of more than 25,000 consumers who rated 104 ad experiences for desktop web and mobile web.
CBA was able to identify ad types most highly correlated with an increased propensity for consumers to adopt ad blockers.
The consumer preference ratings of the survey group singled out the following types of desktop ad experiences as beneath the initial Better Ads Standard: pop-up ads, auto-play video ads with sound, prestitial ads with countdown, and large sticky ads.
On the mobile web? Ads that got a thumbs down included pop-up ads, prestitial ads, ads with density greater than 30 percent, flashing animated ads, auto-play video ads with sound, poststitial ads with countdown, full-screen scrollover ads, and large sticky ads.
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.
“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.”
You can read more about the CBA’s research work and standards here.