Following on from Google’s announcement to penalise mobile marketers who are using intrusive interstitial ads, Paul Thomson, VP EMEA of mobile marketing firm Blis, has urged the mobile advertising industry to lead by example.
The move, announced just this week, seeks to reform the mobile browsing experience to be less interruptive. Pages should be easily accessible and transitions across search results need to smooth.
Blis urging mobile advertisers to become less intrusive
Thomson says that the initiative is a vital stance against poor quality ads.
“Google should be applauded for recognising that consumers deserve to be protected from unscrupulous advertisers that want to grab attention at all costs. As we’re seeing with this, and Facebook’s decision to disable ad blockers and commit to improving the quality of advertising, the user experience is now becoming a key priority for a growing number of channels.”
In return, this can drive up demand for formats such as native, which are more user-friendly and drive engagement rates. Such a move could only benefit marketers, but also the end consumer.
Given the rise in in-app advertising, it seems the industry is already shifting towards ads which are less annoying and fit more seamlessly with the user experience. Indeed, IHS predicts that in-app native ad revenue will reach 63.2% of mobile display ad revenue to $53.4bn by 2020.
IHS predicts share of mobile display ads to increase
“The time is therefore now ripe for the rest of the industry to acknowledge that it’s been abusing the patience of consumers, and follow Google’s example. We have a responsibility to ensure that we’re serving the right content to the right people, at the right time, in the right location, and the format adverts are delivered in plays a huge part of this. Through this approach, we can ensure that consumers only receive content which is interesting and relevant, and which they will want to engage with. This in turn drives ROI for marketers and revenues for publishers, while enhancing the overall user experience.”
In addition, the industry will have to continue to educate the consumer on the benefits of ads. Ad blockers have been promising an uninterrupted experience, but one must not forget that the internet remains free because of advertising. Thomson concludes:
“We should therefore look to work towards a scenario where consumers are educated about the huge benefits advertising could bring, and where consumers accept a free service in exchange for agreeing to view personalised, targeted advertisements, delivered at an appropriate time and place. One this has happened, we can finally achieve publisher/consumer unity.”