The world’s biggest advertising companies are struggling. Falling share prices for giants like WPP, Publicis, Omnicom and Interpublic Group were the story towards the end of 2017.
While consumers rejoice, companies are of two minds about it. Elliott Clayton, senior vice president of Conversant, explained to Real Business that such a measure could spell good news for advertisers – “it will minimise the potential for less reputable businesses to make money from serving poor quality online adverts.” It could increase user-trust in online adverts and further foster consumer confidence. However, the internet is largely free because of advertising. Clayton reminds that “users pay for their use of the internet by viewing ads. Ad blockers, however, endanger this unwritten agreement between user and publisher.” With Google’s default ad blocker already in full swing, what adverts are deemed intrusive? According to Bentzel, ads with flashing animations, videos with automatic sound or a countdown clock won’t gain you brownie points. The Coalition for Better Ads added large sticky ads to the list, as well as full-screen scroll over ads and mobile ads with 30 per cent density. Instead, the research found that “long, skinny ads on the right-hand side” were preferred, alongside large static images at the top of the page.
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