Some advertisements ruin a website—and Google wants to remedy that.
In a post on its online newsroom, Google announced that starting in February its web browser, Google Chrome, would remove online ads that fail to meet a specified standard.
Starting on February 15, in line with the Coalition's guidelines, Chrome will remove all ads from sites that have a "failing" status in the Ad Experience Report for more than 30 days. All of this information can be found in the Ad Experience Report Help Center, and our product forums are available to help address any questions or feedback.
How will ads be targeted for failing to meet industry guidelines? Google has provided an automated report that webmasters can use to check whether their sites meet the criteria.
Google added:
Violations of the Standards are reported to sites via the Ad Experience Report, and site owners can submit their site for re-review once the violations have been fixed.
What will be removed? Google says it is working with the Coalition for Better Ads, which has published a list of advertisement formats that fail to meet its standards.
The Coalition’s research identifies the ad experiences that rank lowest across a range of user experience factors, and that are most highly correlated with an increased propensity for consumers to adopt ad blockers. These results define initial Better Ads Standards that identify the ad experiences that fall beneath a threshold of consumer acceptability. Four types of desktop web ads (six tested ad experiences) and eight types of mobile web ads (twelve tested ad experiences) fell beneath this threshold. A summary of these types of ad experiences is presented below.
The coalition listed:
- Pop-up ads (desktop and mobile)
- Auto-playing video with sound (desktop and mobile)
- Prestitial ads with countdown (desktop)
- Large sticky ads (desktop and mobile)
- Prestitial ads (mobile)
- Ad density higher than 30 percent (mobile)
- Flashing animated ads (mobile)
- Postitial ads with countdown (mobile)
- Full-screen rollover ads (mobile)
Google has also published information on types of ads that are preferred by consumers and won’t be blocked under Chrome’s incipient standards.
[RELATED: Craft messages that resonate with internal and external audiences and moves them to act.]
It offers three “golden rules” for creating better ad experiences online:
1. Be Immediate: People are more likely to engage when ads load fast and don't slow down content. By applying the AMP framework to advertising, AMP Ads offer a more efficient way to build, serve and measure responsive ads. With ads that loaded 6x faster, Time Inc saw 13% greater viewability and an increase in eCPMs and CTRs.
2. Be Immersive: Ad experiences that seamlessly blend with a user's content experience are less likely to annoy them. Native advertising offers the opportunity to deliver ads that fit the form and function of your site's content. Responsive Native ads can even scale across devices and screens. The New York Times saw 6x increase in CTR and 4x viewable impressions with native ads vs. comparable standard banner ads.
3. Be Relevant: Programmatic technology allows advertisers and publishers to deliver more relevant ads based on consumers’ interests, helping them stay more engaged on your site.
Google is also exploring ways to help publishers make money without ad revenue.
The company told CNBC that it will allow publishers to participate in a new program called Funding Choices. Under the program, when a user with a third-party ad blocker enabled visits a participating site using Chrome, they will see a prompt that asks them to either turn off their ad blocker, or "pay for a pass that removes all ads on that site through the new Google Contributor." If they choose to pay the fee, Google will take a 10 percent cut. If they select neither choice, they won't be able to view the website.
What do these changes mean for online marketers? Google’s market share allows it to set the standard for many web users, and its efforts to modify the online ad experience heralds a bigger change for all advertisers.
As raw clicks and views decrease in value and internet companies clamp down on dodgy marketing practices, marketers will probably turn to earned media and content marketing to reach customers in a crowded marketplace.
That might be music to the ears of PR pros, who are well situated to meet the needs of a new internet strategy.
As Carey O’Donnell of the O’Donnell Agency wrote:
Developers are hard at work to produce ad blocker blockers, of course, but one immediate effect is the explosion of interest in earned media, much to the delight of PR practitioners. We’re hard at work explaining this new dynamic to our clients and prospects, and ad blockers can’t catch the fast pitch of a good story with valid news value.
How will Google’s changes affect your online strategy, PR Daily readers?
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