Ad blocking is continuously increasing, and as it does it is posing a threat to the advertising industry. Businesses such as Indianapolis SEO, healthcare companies and so forth are being affected. Because of this, people are seeing a need to address the underlying issue and look at ad experiences in their entirety. Last year, Apple allowed iOS users to use ad blockers, and this perpetuated the problem even further.
Regarding ad blocking, the SVP of Google’s Ads and Commerce Sridhar Ramaswamy said:
“This is something we need to address together as an industry. We need standards of good ads that you and I would find acceptable as consumers. Ad blocking presents creative challenges and certainly a business challenge.”
Last week there was a conference held in Germany called DMEXCO. There the project Coalition for Better Ads was launched. Coalition for Better Ads is composed of 16 companies that all agree the digital advertising experience must be improved. Some of the companies include Facebook, Google, GroupM, Unilever, Procter and Gamble, and the Washington Post.
Nancy Hill, the President and CEO of the 4As said the following:
“Our members recognize that there is room for improvement with the current consumer online advertising experience, as indicated in part by the emergence of ad blocking. Now is the time for advertising professionals and marketers to look at ourselves to understand why consumers are not responding to these types of ads, and figure out how we can correct the issue to better engage with the consumers we’re trying to reach.”
The Coalition has already stated several tasks they plan to implement in order to improve the digital ad experience. These tasks include:
- making data-driven, consumer-based standards that all companies involved in digital ad-making can implement in order to improve the overall experience
- develop and use technology that implements these standards (in conjunction with the IAB Tech Lab)
- make sure consumers and companies understand these standards in order to receive feedback and uptake
According to eMarketer, in the United States alone, in 2016, 69.8 million people will use ad-blockers. This is a 34.4 percent increase from 2015. If this statistic isn’t shocking enough, PageFair reported that 22% of smartphone users all over the world use ad blockers and it leads to $22 billion of lost revenue per year. The goal of the new Coalition will be to decrease these statistics as user experience increases.