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As it’s gotten out of control for advertising formats, marketers must watch the burden of the ads.
Some might seek to excuse their corpulent code by minding but a few very simple ad formats are obese.
They create downloading web pages incredibly slow to consumers even about the processing devices that are fastest and over the largest broadband link. Many publishers compound this issue of individual ad format weight gain by cluttering the region over the fold, and stuffing on the webpage as many ads.
That is a ‘fast-food diet’ strategy to monetisation — relying on a mass of low value, poor quality ads which give short-term satisfaction but which will cause the early demise of a publisher.
Quite simply, the more advertisements set in front of consumers, particularly the ones that are hefty, the more inclined they are going to utilize an adblocker.
Ad weight should have ever been an issue of marketers, but it’s now a quality when selecting ad technology, as more consumers are currently downloading adblockers. The majority of people that block ads do so because they feel that advertisements is interruptive (74 percent), annoying (55 percent) and that advertisements slow down their internet browsing (54 percent).
As for me, I view these expressions as the exact same thing and one. After the lagtime from asking to studying a page is hindered by roly-poly advertising loading in the background, customers’ content experience is interrupted, their time is wasted and they become annoyed, and so.
In such cases many consumers will move on to a different web page to find. Or worse, they will download an adblocker.
Stop blowing advertisements up
Ads should never get in the way of a consumer’s access to content. There’s some technologies out there that do that. Advertising should fit seemlessly into the consumer experience — not just by being relevant, more native and entertaining — but also technically.
This is particularly true for mobile advertising campaigns. The lighter the advertising, the less it will postpone customers’ content expertise.
That is why the Internet Advertising Bureau (IAB) at the US and its partner trade bodies around the world are trying to attack the matter through the LEAN principles established by the IAB’s Tech Lab at October 2015. By changing the habits of the ad tech business, they seek to enhance the standard of electronic advertising from consumers’ standpoint, and thus beat on the development in ad blocking.
The way to overcome adblocking is never to give a consumer a reason to wish to block ads
LEAN stands for encrypted, light, ad choice supported and non invasive. Advertisement tech is now ad and encrypted choice which is great, but marketers should double check with their providers.
The huge majority of ad tech companies claim their ad formats are noninvasive, perhaps because it is a quality that’s a little in the eye of the beholder.
It can well be qualified in the UK together with the IAB’s set of LEAN standards due to be published in October 2016, within a wider charter on digital marketing best practice.
Non-invasive advertisements are greatest
At Vibrant Media, one of the earliest companies in the world to overhaul the LEAN principles to be applied by its advertising system, non-invasive has been interpreted as having a blend of qualities. The ads must be user-initiated, so customers do not have to observe the ad of a brand unless they actively decide to by hovering or tapping their mouse over one of the ad trigger.
Secondly, the ad formats must be nimble and indigenousmatching role and the shape of the digital content they are displayed within. They need to be contextually related to the content within which they look, so they increase the customer experience rather than intruding upon it and improve the editorial.
Finally, non-invasive ad tech gives publishers control over where, when, advertisements are displayed within their content and how many.
What the majority of scalable ad formats aren’t, however, is ‘mild’. Comparing like-for-like formats, and dependent on the company’s core JavaScript library (the bit it straight controls), our advertisement weight is lighter than rivals.
We’ve reduced the burden of our advertising formats by over 75% to only 30.5KB by constructing an entirely new system from scratch. Other advertising technologies are most likely to have to do the same, but that is a hard benchmark to overcome for any ad format that is scalable. By assessing the contents of an online browser developer console, any marketer can see the burden of advertisements on a webpage. (For example, in Google Chrome, hit F12, click on the Network tab, then hit the “reload” button and then navigate through or search to find the ad formats on the page).
Vibrant’s own investigations decided the ad formats supplied by its rival are 380% more heavy. The industry’s most popular out-of-stream video advertisements are 290% heavier. Widely displayed rich media advertisements and in-image advertisements are 25% and 46% heavier.
An ‘unpalatable’ quick fix
Ad blocking is a danger to the whole media industry. The quick fix of paying off the ad blocking companies to whitelist advertisements is unpalatable to say the very least, and is mostly ineffectual whilst customers still have the choice to block all advertisements from their content expertise. It’s also short-termist, as the goal posts may be moved in the future.
The best way to beat advertising is to never provide a reason to a consumer.
Publishers have to stop showing so many advertisements. Agencies need to create media resources that are rich and nimble video so they do not impact the customers’ experience.
Deliver advertising formats that are native ad technology providers need to stick to along with LEAN principles, and target advertisements more effectively. Authorities and competition authorities need to look in the trading practices of advertising blocking businesses.
And, of course, consumers must understand that premium content never was, and is not.
