The Coalition for Better Ads is a global initiative which is seeking to improve the consumer online ad experience. Extensive research (US and Europe) has defined the most objectionable Ad Experiences. More than 25,000 consumers in the research comparatively ranked different ad experiences presented to them when they read online articles.
You can view examples of the ad formats rated most annoying by consumers here and the research methodology here
Globally IAB has been working alongside other key stakeholders in online advertising on the Coalition, which features representatives from major global brands, advertising trade organisations, media agencies and publishers. Suzanne McElligott, CEO, IAB Ireland has been playing a key role in this process on behalf of IAB Europe and national IABs in Europe.
This first release from the coalition is a very proactive move from the Online Advertising Industry – it provides advertisers, agencies and publishers with very clear research based guidance that can help them plan campaigns in a way that respects consumers and benefits the online ad industry.
It is hoped the initial standards will be of great value to the industry, it is a recognition of the work undertaken by the CFBA representing all the key stakeholders in online advertising from advertisers to publishers, media agencies and trade organisations on a global basis. You can download a full copy of the press release here. If you have any comments or queries please do not hesitate to contact us for further information.