A study on consumers’ stances towards digital ads revealed that people don’t hate all ads. It’s just that we hate the annoying ones. It’s the ones that pop-up all of a sudden across the screen, play sound without a warning, or lag-up and hide the content that leaves the users fuming.
It would be naive to think that’s exclusively a problem of the advertisers, and not the publisher’s, as viewers tend to see content and ads as a packaged deal. This is why a seamless ad experience across platforms is a valuable and required asset for all video publishers.Around 75% of questioned users reported that online video ads on mobile devices shouldn't be longer than 30 seconds. Click To Tweet
The Don’ts of Digital Ads
As shown in the research results of the Coalition for Better Ads, pop-up ads with countdowns are the most loathed by internet users. As for the video, the biggest sin is to have a video ad that plays with sound, without a warning, cued only by scrolling past it. Regardless of whether it’s attached to a video, or placed in a text article. These are the poor choices made by overly aggressive marketers which lead to more and more people installing ad blocking software.
Making it a losing situation for everyone involved in the digital advertising universe in the long run.
The autoplaying video ad without a sound is regarded as OK for most users as it is less likely to cause a public embarrassment through unexpected noises in public spaces or at work.
Why Ad Experience Matters?
If not heavily invested in the content, users will click away if encountering a laggy, intrusive, obnoxious, badly implemented ad. An irregular display of an add might even signal to the user that the content behind it is just a click-bait and that the wait isn’t worth the time. If an add fits the video oddly, the audience might even perceive the content as less-quality, unprofessional, and unworthy. Which is why cross-platform responsiveness for the video player and the ads is of paramount importance. Especially in a time when half of all videos are seen on mobile screens, and the rest of them on larger ones.Ad experiences matter. They affect not only your revenue but how audiences perceive your content and ultimately your brand. Click To Tweet
A quality cross-screen ad experience can be the difference between a loyal fanbase and a lost audience. For example: If a six-second ad causes a three-second lag, the user won’t find the 60 seconds video valuable.
Ad experiences matter. They affect not only your revenue but how audiences perceive your content and ultimately your brand.
What Can Be Done To Improve Ad Experience
Cross-screen ad responsiveness is a must, yet there are other ways of improving ad experience for users. MarketingTech reports that 58% of users are more likely to tolerate ads if they are interactive, a number that is even higher (70%) for people old between 18 and 24 years.
One-fifth of people who have installed ad-blockers stated lack of interactivity as their reason to block out online advertisement.
And the evolution of the HTML5 VPAID ad tag standards shows the importance of interactivity for the industry. Measurement of interactions with ads has become one of the most valuable metrics advertisers can utilize in the analysis of ad campaigns.
More thoroughly measurable experiences are the latest in digital ads, lead by the term ‘Viewability’. As reports stated that almost a third of all digital ads displayed weren’t viewed by the users, IAB (Interactive Advertising Bureau) coined the term ‘viewable impressions’. Viewable are impressions that are at least 50% visible (on screen) for at least one second. Leading to a much clearer picture of which ads work, and which don’t.
Switch to viewability measuring will have an influence on the efficiency of ad campaigns through analysis, returning more of the investment, which will, in turn, be better for the publishers as well, since ad space will be more valuable and sought after.