Industry group expands Better Ads Standards for mobile and digital ads worldwide

Anne Freier

In Mobile Advertising. January 11, 2019

The Coalition for Better Ads, a group that consists of members including Google, Facebook, Unilever, and the Interactive Advertising Bureau, has expanded its mobile and desktop ad standards worldwide.

The Better Ads Standards are based on the group’s research involving more than 66,000 customers globally. The research highlighted that consumers tend to prefer and dislike similar ad types and online experiences.

Among the mobile advertising formats that were found to be the most annoying are pop-up ads, prestitial ads, ads with a density of more than 30%, flashing animated ads, auto-play video ads with sounds, postitial ads with countdown, fullscreen scroll-over ads and large sticky ads.

“Consumers worldwide have sent a clear message to the online ad industry about the ad formats that disrupt their experience online,” said Stephan Loerke, CEO of the World Federation of Advertisers. “Successful brands will respond to consumers by taking steps to avoid these ad experiences in their marketing plans.”

Ever since the Standards were published in March 2017, participating industry players in North America and Europe have incorporated them. The latest roll-out ensures that anyone worldwide can now opt to improve the consumer experience by limiting exposure to annoying ad formats.

“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. “The premise is simple, what’s right for consumers is always the right answer for the advertiser.”

Members of the Coalition for Better Ads receive certification that they agree not to use disruptive ads. This in turn helps ad partners to select publishers adhering to such standards. Around 70 publishers have already joined to comply with the Standards.