IAB issues guidance on how to save the mobile advertising experience


The Internet Advertising Bureau UK (IAB) today released new research that highlights the rise in mobile ad blocking. According to the study, conducted by Differentology, one in ten UK mobile users are now blocking ads on their devices.

1 in 10 UK mobile users are now blocking ads


Source: gigaom.com

Millennials now account for 63% of those blocking ads on mobiles. That’s despite the fact that four in five consumers acknowledge adverts to fund the free internet.

The research further advises marketers to produce ads which resonate with mobile users including online surveys, consumer diaries and in-depth interviews. IAB advocates for more consumer control in choosing the ads they wish to see.

Mike Reynolds, Mobile and Video Manager, IAB UK, says:

michael reynolds

“Getting mobile ads right is a delicate balance – even consumers have mixed feelings about what they like. For instance, ads with higher impact can be more annoying, while relevant ads based on location or behaviour are welcomed but may raise privacy concerns. With higher impact comes higher risk but the golden rules involve common sense – don’t hijack the user experience (78% can’t stand ads that take over the whole screen) and don’t omit, or make it difficult to find, the ad close/skip button, which inevitably annoys people.”

The IAB has assigned a superhero persona to each ad format to make it easier for advertisers to chose the best one depending on their campaigns. These personas include the Standard Banner or “The Soldier”, which is a simple and reliable format that is well-liked, never outstanding or exciting and favoured among the older users. Rich Media Banners are “The Star”, i.e. everybody’s favourite. They are usually engaging and creative and a good choice for full engagement. Pre-Roll Video is called “New Kid on the Block” as it’s more interruptive, but also engaging, creative and much liked by millennials. Dubbed the “Team Jester” is the in-read ad. It’s interrupted but preferred by younger audiences, engaging and good for short and social content. MPUs are called “Loyal Help” since they’re widely accepted but not very engaging. The “Reckless Hero” is the interstitial format, both engaging and communicative, though it can be a little annoying.

Reynolds adds:

“Each format has a role to play and using a mix of high impact ads alongside standard ones, such as MPUs, will ensure you grab consumer attention without annoying them. This improves the ad experience, resulting in more effective campaigns and less reasons to block ads.”