How the IAB’s scaled-back ads could finally fix the online experience | M&M Global
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How the IAB’s scaled-back ads could finally fix the online experience

The industry has an opportunity to stop talking about fixing the user experience and finally get something done, writes Estelle Reale, marketing director EMEA at Sublime Skinz.

Estelle Reale, marketing director EMEA, Sublime Skinz
Estelle Reale, marketing director EMEA, Sublime Skinz

It has been a digital advertising adage that the user experience must improve for a while now, yet nobody’s doing much about it. Except, that is, the Internet Advertising Bureau (IAB).

Last month, the IAB proposed a revamp of its Standard Ad Unit Portfolio, which promotes the use of flexible ads that fit multiple screens and lighter, non-intrusive formats — rather than pop-ups and auto expansion. In the current climate of rising user dissatisfaction and ad block adoption, such a move might be celebrated as a much-needed innovation.

But, for an industry used to constantly sizing up, the idea of slimming down seems potentially risky. Although a smaller range of high-quality ads has definite appeal, there is concern that less variety could limit campaign scope and impact.

Digital advertising has the choice to either take action or keep talking, but it’s essential to get the full picture. Here we explore what the IAB’s suggested upgrade means, and whether scaling back could finally fix the online experience.

What exactly do the guidelines say?

The IAB describes the new portfolio as a “dramatic” reduction of the current selection, which only features units that integrate aspect-ratio flexible ad sizes and meet its LEAN (Light file size, Encrypted, Ad Choices-enabled, and Non-invasive) principles. But what does that mean?

To align with the LEAN principles, all ads will be HTML5-based and responsive: conventional units will make way for cross-screen format equivalents sized by aspect ratio, so 300×250 will become a 1:1 unit and 728×90 an 8:1 unit.

“By stipulating that ads must have an in-built capacity to accommodate numerous devices, the IAB is paving the way for more effective cross-screen advertising”

Several units will be retired — including pop-ups and ‘Rising Stars’ such as billboards and sliders — and ad expansion without clear user initiation (a click or swipe) will be prohibited. Outstream video will require user initiation too, and auto-play will only be allowed if there is a Wi-Fi connection, content is muted, and has pause controls.

The guidelines also introduce recommendations for emerging formats such as 360-degree ads, virtual reality and emojis — common rules being that ads need to differentiate themselves from regular content and heavy units must wait for user initiation to load.

How this change could benefit the industry

While it might seem like implementing such guidelines will make digital advertising a more restricted, less creative medium, the opposite is true. Bigger isn’t always better and by setting defined parameters for a shorter list of units — now 12 instead of 33 — the industry can focus on doing less, and doing it well. Then there’s the matter of the user experience.

If we consider that two of the most frequently citied reasons for blocking ads are that they interrupt online activity and drain data — studies show ads can absorb up to 79% of mobile data allowances — it’s easy to see why limitations are a good thing. In cutting back intrusive formats and capping auto expansion and video play, the measures ensure users aren’t bombarded with unwanted ads and data is only used if they actively choose to engage with ads.

The move to HTML5 and aspect ratios has similar plus points. By stipulating that ads must have an in-built capacity to accommodate numerous devices, the IAB is paving the way for more effective cross-screen advertising. This is great news for everyone: advertisers only need one set of creative per campaign, users get appropriate ads, and publishers can deliver an adaptable experience that boosts user satisfaction — albeit, after a brief period of transition from standard formats.

One final yet vital point is that the proposal is not a mandate; it’s a democratic process that’s open to the entire global industry. In putting together a list of suggested new guidelines and inviting everyone to shape them, the IAB is giving us the opportunity to stop talking about fixing the user experience and finally move towards getting something done.

With the deadline for feedback (28 November) a few weeks away, it’s possible we could soon see a new advertising adage that, in the words of Alanna Gombert, general manager of the IAB Tech Lab, “will set the stage for marketers, agencies, and creatives to approach the future with the utmost confidence in digital’s ability”.

Sounds like progress.

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