Consumer Ad Preferences January 2019 Overview The Coalition - - PowerPoint PPT Presentation

Consumer Ad Preferences

January 2019

Overview

• The Coalition endeavors to understand consumer preferences for ad experiences

and create standards that reduce annoyance

• After completing studies in North America and Europe that formed the basis of the

initial standards for desktop and mobile web, additional studies were completed in the largest Asian, Latin American, and African markets

• Analysis shows that consumer preferences are similar in all tested countries and that

the Better Ads Standards (BAS) are appropriate globally

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Methodology

Better Ads Standard Principles

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Impactful User based Empirical Context-based

What Users Did

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+

Read articles Answer questions Rank experiences by preference

Which Gave Us...

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AUTO PLAY VIDEO W/ SOUND POP UPS W/ COUNTDOWN TIMER

MOBILE AD FORMATS

Ads Relative preferences

Least preferred Most preferred

SMALL STICKY AD ON THE TOP

Most Annoying Mobile Ads

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Pop-up ads Density >30% Prestitial ads Flashing animated ads Auto-play video ads with sound Full-screen scroll over ads Large sticky ads Poststitial ads with countdown

Most Annoying Desktop Ads

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Pop-up ads Prestitial ads with countdown Auto-play video ads with sound (outstream) Large sticky ads

Global Scope

• The most comprehensive research of its type representing 70% of global ad spend
• 2 1/2 years
• 18 countries
• 66,000 in-country participants

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Consumer Studies

Methodology

• For both desktop and mobile web, there were two stages of testing
• The survey instruments were translated by a team of professional translators and reviewed by

additional native speakers

• Pilot studies were conducted to identify any remaining localization issues
• Participants completed questions about the overall experience as well as each ad experience
• At the end of the survey, ad experiences were ranked from most to least preferred

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CONFIDENTIAL

Strength of preferences

• Stack ranks align
• Strength of preferences varies

○ Stronger: US, CA, JP, KO ○ Weaker: DE, AU, ID, NG

(BAS violating experiences in red)

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Brazil Mobile and Desktop Preferences

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Desktop Mobile

(BAS violating experiences in red)

Japan Mobile and Desktop Preferences

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Desktop Mobile

(BAS violating experiences in red)

Global Results and Analysis

Mobile Stack Rank

The current mobile standard (in red boxes) as compared to the stack rank of all tested experiences

• The least preferred ad experiences are at

the bottom

• Consumers seeing these experiences are

more likely to install an ad blocker

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Global Mobile Stack Rank

Combined results from all countries shows that preferences are aligned with the Better Ads Standard (BAS) for mobile web (in red box)

• The ranking order is based on the stack

rank used for the current mobile standard

• There are greater similarities than

differences between countries

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Desktop Stack Rank

The current mobile standard (in red box) as compared to the stack rank of all tested experiences

• The least preferred ad experiences are at

the bottom

• Consumers seeing these experiences are

more likely to install an ad blocker

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Global Desktop Stack Rank

Combined results from all countries shows that preferences are aligned with the Better Ads Standard (BAS) for desktop web (in red box)

• The ranking order is based on the stack rank

used for the current desktop standard

• There are greater similarities than

differences between countries

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