As ad blocking becomes more prominent in the digital world, marketers are firing back with more irritating ads. Many companies (including Google and Facebook) have joined forces in the Coalition for Better Ads to help fix ads instead of giving users a reason to block them. With users spending almost a third more time on their mobile devices, it seems to be the direction to pursue. However, marketers are wary since 60 percent of click-throughs on mobile are accidents due to the “annoying” types of ads with which users are forced to interact. Users are increasingly using ad blockers on mobile, which leads to consumer intolerance — the more intrusive the ad, the less of an impact it makes. By measuring “consumer annoyance,” advertisers are able to gain insights into protecting the “free” content users enjoy.
While Snapchat video ads have shown shorter view lengths in comparison to other social platforms, Snapchat is trying to demonstrate that even short views have value. A test using eye-tracking technology, for example, found Snapchat ads commanded more attention than Instagram or YouTube ads, and twice as much attention as Facebook ads. On average, two-thirds of Snapchat’s ads play with sound on, while rivals like Facebook often run with sound off. Facebook ads also frequently share the screen with other elements, while Snapchat video takes up the whole screen.
IAB recently proposed an update to in-app ad guidelines (MRAID 3.0) that covers viewability, the user data provided to advertisers, and measurement. One of the guidelines refers to in-app ad serving companies to gather location data on users to let advertisers know whether the consumers allow the app to use and record their location. The guidelines also call for advertisers to be told upfront which percentage of an ad shows on the screen while also calling for them to indicate whether a sound was enabled to see if consumers are interacting with the ad. Another guideline requires apps to load ads when they are about to appear on screen rather than when the user gets them. IAB also calls for full integration with VPAID to permit video measurement within mobile ads to give publishers more opportunities to monetize inventory and help brands understand the effectiveness of their campaigns.
Influencers signed with ROI Influencer Media are now an option for programmatic buying.