Working with leading international trade associations and companies to improve online advertising
IAB Australia has joined the international group ‘Coalition for Better Ads’ as an affiliate member, continuing its push towards supporting Australian marketers and advertisers to build brands online. Launched in Germany last October, The Coalition for Better Ads is made up of leading international trade associations, publishers and agency groups involved in online media, as well as consumer brands, including Procter & Gamble and Unilever, who have all joined forces to improve consumers’ experience with online advertising.
The Coalition today released its initial Better Ads Standards for North America and Europe for desktop and mobile web. It also announced plans to conduct research in Australia and then release local guidelines for marketers, agencies and publishers.
The initial Better Ads Standards for North America and Europe are based on comprehensive research in which consumers comparatively ranked different ad experiences presented to them while they read online articles. More than 25,000 consumers rated 104 ad experiences for desktop web and mobile web.
“We are continuing to strongly drive every available option to help simplify and improve the online advertising experience for consumers and to improve the advertising value for brands,” said Vijay Solanki, IAB Australia CEO. “Collaboration is critical to achieving this goal and so working with other trade associations locally and internationally, as well as leading brands and publishers, will continue to underpin our approach.”
Keith Weed, Chief Marketing Officer for Unilever commented overnight on the global standards, saying: “As an industry we have a responsibility to find better ways of making great advertising and content that really engages people. It's in everyone's interest. Better advertising leads to a better experience for the viewer and more effective advertising for brand. The work of the Coalition to identify consumer preferences around ad formats will be a highly useful and insightful tool for the brand builders, advertisers and advertising agencies who are working to improve the quality of advertising for the viewer while driving effectiveness and efficiencies for the brand.”
During the Coalition’s research, consumers were asked to read articles on simulated high quality content pages, and then to rate comparatively the different ad experiences they received. These consumer preference ratings, as correlated with increased consumer propensity to use ad blockers, identified the types of desktop and mobile ad experiences that fell beneath the initial Better Ads Standards.
About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 43 IAB offices globally, and with a rapidly growing membership, IAB Australia's principal objective is to support and enable the media and marketing industry to ensure that they thrive in the digital economy.
The role of the IAB is to work with its members and the broader advertising and marketing industry to assist marketers to identify how best to employ online as part of their marketing strategy, to better target and engage their customers and build their brands.
By addressing the core pillars of growth of the online advertising industry - simplified and standard online audience measurement, research, and online operational standards and guidelines, and regulatory affairs, IAB Australia leverages the skills, experience and commitment of its members to advocate the benefits of online advertising by acting as an authoritative and objective source for all online advertising issues whilst promoting industry-wide best practice.
IAB Australia is a registered not-for-profit organisation; membership fees and revenue generated is invested back into the IAB's membership benefits such as resources, events, reporting, and industry representation.
For further information about IAB Australia please visit: www.iabaustralia.com.au