Coalition for Better Ads

The beginning of better advertising and less screen time

The beginning of better advertising and less screen time

Screens are everywhere, laptops, TVs, smartphones – they’ve become an ingrained part of our lives. So it’s no surprise that nearly a quarter of the UK population spend over 10 hours a day looking at a screen.

However, people are becoming more aware of the addictive nature of the digital world and their own screen usage. In fact, a Deloitte survey found that 38% of people believe they’re using their phones too much. This new self-awareness is prompting a change in behaviour and many smartphone users are aiming to decrease their screen time.

Even Apple is addressing this trend by rolling out a new iPhone feature that encourages people to limit their app usage. This feature is a built-in ‘App Timer’ that can set limits on certain apps, reminding the user to move on after 30 minutes or an hour.

But how does this affect digital advertising?

It’s no secret that advertising follows eyeballs, it’s estimated that we’re exposed to 4,000 to 10,000 advertising messages every day. So of course, digital advertising has become the most prominent strategy for the modern marketer. And the numbers don’t lie, over £11 billion was spent on UK digital advertising last year.

As people are deciding to use screens less, many advertisers are fighting for their attention more. Unfortunately, this has resulted in a shouting match, seeing which brand can shout the loudest. This isn’t a great user experience, nor is it working for advertisers. The solution is not adding to the noise, but instead, to provide value where it’s relevant and useful.

Advertising needs to change alongside the trend, not against it. People are utilising their screen time for more useful and enriching experiences and ads should follow suit.

Publishers should work on improving the user experience

Advertising is a value exchange, it supports valuable content, news sources and social platforms. However, some ads don’t always contribute to a positive user experience by disrupting content or dominating the page.

The Coalition for Better Ads (CBA) aim to set new global standards for better online advertising. Using consumer insights and industry expertise, the CBA has developed initial ‘Better Ads Standards’ for desktop and mobile web:

Coalition for better advertising standards

This demonstrates the ad types that are unacceptable and are now blocked by Google Chrome’s Ad Blocker. But what ad types are acceptable? Well, the IAB has released the ‘LEAN Principles’, a set of principles that outlines ad standards that will deliver a better user experience.

LEAN stands for:
Light – Limited file size with strict data call guidelines.
Encrypted – Assure user privacy with ads delivered over HTTPS. Protect server-to-server communication.
Ad Choice Supported – All ads should feature the Adchoices icon and support DAA’s consumer privacy programs.
Non-invasive/Non-disruptive – Ads that supplement the user experience and don’t disrupt it by covering content and enabling sound by default.

By working with reputable ad tech companies, publishers can help brands show non-intrusive ads and make a better experience for their users.

At Coull, we work closely to these standards to make sure we produce ad formats that promote a positive user experience. We think of innovative ways to utilise unused and non-intrusive spaces, such as our OnPause format that only display an advert when a video is paused.

OnPause video ad format

 

Advertisers should provide value and quality through the right format and bespoke creative

Yes, advertising is a value exchange, but advertising itself should also provide value.

Instead of bombarding people with advertising, more thought should be put into the messaging and creative itself. As comic Steve Martin says,

“be so good they can’t ignore you.”

The IAB’s ‘Fit for Purpose’ research showed that 78% of UK adults are annoyed by ads that aren’t tailored to their smartphone device. But when mobile-optimised ads were made, there was a 56% uplift in brand consideration.

Only by working solely with reputable ad tech companies and web publishers can we truly improve digital advertising.

How can you find out which companies can be trusted? The IAB aims to do just that with their new Gold Standard.

Gold is advertising’s best friend

IAB Gold Standard Registered logo

We’re committed to making a better online advertising experience which is why we’re now registered for the IAB’s Gold Standard. The Gold Standard initiative aims to reduce ad fraud, improve the digital advertising experience and increase brand safety.

We’re really excited by the positive changes happening in the industry, so let’s all raise a glass to a future filled with better advertising and enriching online experiences for everyone.

Posted by Naomi Sandercock in Coull comment