{"id":11258,"date":"2019-02-28T16:33:47","date_gmt":"2019-02-28T11:03:47","guid":{"rendered":"https:\/\/www.adpushup.com\/blog\/?p=11258"},"modified":"2022-11-16T14:50:54","modified_gmt":"2022-11-16T09:20:54","slug":"create-better-ad-experience","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/create-better-ad-experience\/","title":{"rendered":"How Publishers Can Create Better Ad Experiences (and Why it&#8217;s Important)","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"has-background\" style=\"background-color:#e9e0ff\"><em>In the fight against ad blockers, publishers have a secret weapon: The ability to create ad experiences that keep users happy. Here&#8217;s what you need to know.<\/em><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>A <a href=\"https:\/\/www.globalwebindex.com\/reports\/mobile-ad-blocking-2017\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">new report<\/a> published by <em>GlobalWebIndex<\/em> estimates that ad block usage in the US currently stands at 40% for laptops and 15% for mobile devices. Roughly speaking, that\u2019s almost half the ad revenue that a publisher could have been earning\u2014gone, just like that.<\/p>\n\n\n\n<p>Apart from quantitative analysis such as adoption numbers, device penetration, and country-wise usage data, researchers have tried to determine <em><strong><a href=\"https:\/\/www.adpushup.com\/blog\/what-publishers-can-learn-from-ad-blockers\/\">why<\/a><\/strong><\/em><strong><a href=\"https:\/\/www.adpushup.com\/blog\/what-publishers-can-learn-from-ad-blockers\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\"> users install ad blockers<\/a><\/strong>. Most user surveys have revealed that it\u2019s a combination of reasons, rather than any single one.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" width=\"1068\" height=\"613\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/adblocking-usage-reasons.png\" alt=\"Why do users install ad blockers?\" class=\"wp-image-11285\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/adblocking-usage-reasons.png 1068w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/adblocking-usage-reasons-300x172.png 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/adblocking-usage-reasons-1024x588.png 1024w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/adblocking-usage-reasons-768x441.png 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/adblocking-usage-reasons-150x86.png 150w\" sizes=\"(max-width: 1068px) 100vw, 1068px\" \/><figcaption>Data courtesy: Hubspot.com<\/figcaption><\/figure>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/create-better-ad-experience\/#Why_Worry_About_%E2%80%9CAd_Experience%E2%80%9D\" >Why Worry About \u201cAd Experience\u201d?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/create-better-ad-experience\/#What_Kind_of_Ads_Doesnt_Work\" >What Kind of Ads Doesn\u2019t Work?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/create-better-ad-experience\/#Identifying_and_Removing_Least_Desirable_Ads\" >Identifying and Removing Least Desirable Ads<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/create-better-ad-experience\/#Creating_Better_Ad_Layouts_for_Desktop_and_Mobile\" >Creating Better Ad Layouts, for Desktop and Mobile<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/create-better-ad-experience\/#Diagnosing_with_the_Ad_Experience_Report\" >Diagnosing with the Ad Experience Report<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/create-better-ad-experience\/#Conclusion\" >Conclusion<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.adpushup.com\/blog\/create-better-ad-experience\/#FAQs\" >FAQs<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-why-worry-about-ad-experience\"><span class=\"ez-toc-section\" id=\"Why_Worry_About_%E2%80%9CAd_Experience%E2%80%9D\"><\/span>Why Worry About \u201cAd Experience\u201d?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Clearly, publishers cannot control all the factors listed above. For instance, if someone is ideologically opposed to ads, there isn\u2019t much you can do about it. However, there are a lot of factors that publishers <em>can<\/em> control. If a user says that his\/her ad experience is disruptive, it\u2019s an experience directly created and controlled by publishers. <strong>And publishers can fix that.<\/strong><\/p>\n\n\n\n<p>In a lot of cases, publishers think that the more ad units they serve on a webpage, the more revenue they will earn. Or that intrusive ad formats will be more profitable. They do this without accounting for the fact that beyond a point, they will just tip their users towards using ad blockers, effectively <strong>cutting off all ad revenue<\/strong> from that cohort. This is why the ability to create better ad experiences should be an important part of every web publisher\u2019s toolkit.<br><\/p>\n\n\n\n<h2 id=\"h-what-kind-of-ads-doesn-t-work\"><span class=\"ez-toc-section\" id=\"What_Kind_of_Ads_Doesnt_Work\"><\/span>What Kind of Ads Doesn\u2019t Work?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-how-to wp-block-yoast-how-to-block\"><p class=\"schema-how-to-description\"><\/p> <ol class=\"schema-how-to-steps\"><li class=\"schema-how-to-step\" id=\"how-to-step-1668590118562\"><strong class=\"schema-how-to-step-name\"><strong>Ads that annoy:<\/strong><\/strong> <p class=\"schema-how-to-step-text\">Imagine that you\u2019re visiting a news article and are presented with an ad that has a countdown of 10 seconds. Ads that break the flow of information for users, especially on mobile devices, are frequently cited as the most annoying ads<\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1668590132773\"><strong class=\"schema-how-to-step-name\"><strong>Ads that distract:<\/strong><\/strong> <p class=\"schema-how-to-step-text\">It takes users a very small amount of time to form an impression about your website. If they\u2019re bombarded with flashing animations, bizarre color schemes, and auto-playing sound, their visit will probably end in site abandonment<\/p> <\/li><li class=\"schema-how-to-step\" id=\"how-to-step-1668590152677\"><strong class=\"schema-how-to-step-name\"><strong>Ads that clutter:<\/strong><\/strong> <p class=\"schema-how-to-step-text\">Load times increase in proportion to the number of ad units being served on the web page. High-density ad layouts create slower experiences compared to sites with fewer ads and similar creative assets. Reducing the ad density can help improve user experience.<\/p> <\/li><\/ol><\/div>\n\n\n\n<h2 id=\"h-identifying-and-removing-least-desirable-ads\"><span class=\"ez-toc-section\" id=\"Identifying_and_Removing_Least_Desirable_Ads\"><\/span>Identifying and Removing Least Desirable Ads<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Understanding the need to clean up the advertising supply chain, <strong>The Coalition for Better Ads<\/strong> was formed a few years ago, and counts some of the biggest ad tech companies like Google, AppNexus, and Criteo, and regulatory bodies like IAB and ANA amongst its members.<br><\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>Advertising helps support valuable free content, robust journalism and social connections across the internet. Consumers, however, are increasingly frustrated with ads that disrupt their experience, interrupt content and slow browsing. Leading international trade associations and companies involved in online media formed the Coalition for Better Ads to improve consumers\u2019 experience with online advertising.<\/p><\/blockquote>\n\n\n\n<p>Since its inception, the Coalition for Better Ads has released multiple updates of the <a href=\"https:\/\/www.betterads.org\/standards\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Better Ads Standard<\/a>\u2014a ranking of <strong>the most and least desirable ad formats<\/strong> in digital advertising. Publishers will do well to learn about and eliminate the least desirable formats laid down by the Better Ads Standard from their inventory. Here\u2019s what that includes:<\/p>\n\n\n\n<p><strong>Least desirable ads on desktop<\/strong><\/p>\n\n\n\n<ul><li>Pop-up ads<\/li><li>Auto-playing videos with sound<\/li><li>Prestitial ads with a countdown<\/li><li>Large sticky ads<\/li><\/ul>\n\n\n\n<p><strong>Least desirable ads on mobile<\/strong><\/p>\n\n\n\n<ul><li>Pop-up ads<\/li><li>Prestitial ads<\/li><li>Mobile pages with more than 30% ad density<\/li><li>Flashing animations<\/li><li>Poststitial ads that require a countdown to dismiss<\/li><li>Fullscreen scroll-over ads<\/li><li>Large sticky ads<\/li><li>Auto-playing videos with sound<\/li><\/ul>\n\n\n\n<p><strong>Want another reason to do this?<\/strong> <a href=\"https:\/\/9to5google.com\/2019\/01\/09\/google-chrome-ad-blocker-worldwide\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Chrome will start blocking ads<\/a> that don\u2019t comply with the Better Ads Standard starting July of this year. Since Chrome is the most popular browser in the world, what this means is that publishers who don\u2019t clean up their ad experience and continue serving non-compliant ad formats will see their ad revenues plunging to all new lows.<\/p>\n\n\n\n<h2 id=\"h-creating-better-ad-layouts-for-desktop-and-mobile\"><span class=\"ez-toc-section\" id=\"Creating_Better_Ad_Layouts_for_Desktop_and_Mobile\"><\/span>Creating Better Ad Layouts, for Desktop and Mobile<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Hopefully, by now, you\u2019ve gotten rid of the most intrusive ad formats. So, what next? Well, now you re-create your ad layout with ads that are better-received by users. When choosing the formats, it\u2019s important to <strong><a href=\"https:\/\/www.adpushup.com\/blog\/desktop-ad-revenue-vs-mobile-ad-revenue\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">treat desktop and mobile devices differently<\/a><\/strong> because of the difference in their screen size and also how users interact with content on them.<\/p>\n\n\n\n<p><strong>On desktop<\/strong>, users are not generally restrained by screen size and bandwidth, so they are more interested in controlling the flow of information without being interrupted. If you want to offer the advertisers large canvas space, you can consider <strong>takeover ads<\/strong> and <strong>dismissable prestitial ads<\/strong>. Here are some other formats that work well on desktop:<\/p>\n\n\n\n<ul><li>Long, skinny ad on the right-hand size (such as 300&#215;600 half-page)<\/li><li>Static large image ad at the top (such as 728&#215;90 leaderboard)<\/li><li>Static inline ad<\/li><li>Sticky ad in sidebar<\/li><li>Ideal refresh interval: 30 seconds<\/li><\/ul>\n\n\n\n<p><strong>On mobile<\/strong>, users are looking for speed and convenience before anything else, so large ad formats that obscure content are seen as the most annoying. Instead of a pop-up, try a <strong>full-screen inline ad<\/strong>\u2014they offer the same space without hiding content. You can also try a <strong>dismissible poststitial ad<\/strong>. Here are some other formats that work well on mobile:<\/p>\n\n\n\n<ul><li>Small sticky ads on top and bottom<\/li><li>Best sizes: 320&#215;50 and 320&#215;100<\/li><li>Small static inline ad<\/li><li>Click-to-play inline video ad<\/li><li>Ideal refresh interval: 30 seconds<\/li><\/ul>\n\n\n\n<h2 id=\"h-diagnosing-with-the-ad-experience-report\"><span class=\"ez-toc-section\" id=\"Diagnosing_with_the_Ad_Experience_Report\"><\/span>Diagnosing with the Ad Experience Report<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Google recently released a tool called the <a href=\"https:\/\/www.google.com\/webmasters\/tools\/ad-experiencehttps:\/\/www.adpushup.com\/blog\/how-google-ad-experience-report-can-help-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Ad Experience Report<\/a> to help web publishers identify and fix components of their ad layouts that violate the Better Ads Standard. The first step is verifying your website, once that\u2019s done, your website will be reviewed, and receive one of the following three status: <strong>Passed<\/strong>, <strong>Warning<\/strong>, and <strong>Failing<\/strong>.<br><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Introduction to the Ad Experience Report\" width=\"770\" height=\"433\" src=\"https:\/\/www.youtube.com\/embed\/VrVuryo39Zc?start=78&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>If your website passes the Ad Experience Report, congratulations, no annoying ads were found on your website, and you can continue doing what you were doing. However, if you get a Warning or Failing status, it means that you are using ads that harm user experience and need to make changes to your ad layout to improve it for usability.<\/p>\n\n\n\n<p>The Ad Experience report is generated separately for desktop and mobile, since an ad that may be annoying on mobile may work well on desktop and vice-versa. Identified issues are tagged under the categories <strong>site design issues<\/strong> and <strong>creative issues<\/strong>, once the publisher has made the necessary changes to their ad layout, they can send in their website for a second review.<\/p>\n\n\n\n<h2 id=\"h-conclusion\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>With ad block usage growing year-on-year, publishers cannot afford to take a passive stance in creating ad layouts. Every ad placement should be a consequence of a well thought out strategy that takes not just revenue, but user experience in account. Users interact differently with content on desktop and mobile, therefore the ad formats you choose should reflect this<\/p>\n\n\n\n<p>Later this year, Chrome will start blocking ads on websites that don\u2019t comply with the Better Ads Standard. Publishers need to use a three-step approach in preparation for this.<\/p>\n\n\n\n<ul><li><strong>Remove ad formats<\/strong> that do not comply with the Better Ads Standard.<\/li><li><strong>Replace them with desirable ad formats<\/strong> for desktop and mobile.<\/li><li><strong>Use the Ad Experience Report<\/strong> to diagnose any remaining issues.<\/li><\/ul>\n\n\n\n<p>Changing and improving your ad layout can be a challenging endeavor that requires time, effort, and expertise. It is possible that you may even witness some fluctuations in ad revenue in the short-term, but creating better ad experience is the best survival strategy for the long term.<br><\/p>\n\n\n\n<h2 id=\"h-faqs\"><span class=\"ez-toc-section\" id=\"FAQs\"><\/span>FAQs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1668590202634\"><strong class=\"schema-faq-question\">1. What is an ad experience?<\/strong> <p class=\"schema-faq-answer\">An ad experience includes your site&#8217;s layout, behavior, content, and ads.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1668590291144\"><strong class=\"schema-faq-question\">2. What makes a successful ad?<\/strong> <p class=\"schema-faq-answer\">Your advertising should ideally capture the attention of prospective customers and entice them to use your product. All your advertising should reflect your business&#8217;s unique positioning statement, regardless of the method.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1668590341959\"><strong class=\"schema-faq-question\">3. What is an ad experience report?<\/strong> <p class=\"schema-faq-answer\">The Ad Experience Report identifies ad experiences on your site that violate the Better Ads Standards, a set of ad experiences that the Coalition for Better Ads has determined are highly irritating to users.<\/p> <\/div> <\/div>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>In the fight against ad blockers, publishers have a secret weapon: The ability to create ad experiences that keep users happy. Here&#8217;s what you need to know. A new report published by GlobalWebIndex estimates that ad block usage in the US currently stands at 40% for laptops and 15% for mobile devices. Roughly speaking, that\u2019s<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":11312,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"middle","apple_news_slug":"","apple_news_sections":"[\"https:\\\/\\\/news-api.apple.com\\\/sections\\\/2384f969-0b7d-3e23-907b-d8b4b94ce6f8\"]"},"categories":[6447,6449],"tags":[6421],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Publishers Can Create Better Ad Experience for Users<\/title>\n<meta name=\"description\" content=\"In the fight against ad blockers, publishers have a secret weapon: The ability to create ad experiences that keep users happy. Here&#039;s what you need to know.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/create-better-ad-experience\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"How Publishers Can Create Better Ad Experience for Users\" \/>\n<meta name=\"twitter:description\" content=\"In the fight against ad blockers, publishers have a secret weapon: The ability to create ad experiences that keep users happy. 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