Coalition for Better Ads Might Not Be the Solution Marketers Were Hoping For
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The Coalition for Better Ads released “extensive” research today that will likely surprise no one: Consumers do not like autoplay video ads with sound, pop-up ads and ads that quickly flash, change colors.
Those are the core findings of the CBA’s research. They’re also part of a broader push to define the Better Ads Standard, which is an effort geared toward informing marketers and publishers which ads are most likely to drive consumer adoption of ad-blocking software.
The Coalition paid some 25,000 participants in the U.S. and Europe to rate 104 different ad experiences on desktop and mobile to reach its conclusion. Future work, the CBA said, will focus on performing similar studies in different parts of the world until at least 2018; if consumers in Europe find pop-up ads annoying, will consumers in Africa find them equally annoying too?
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