Intrusive, repetitive, annoying: digital communication has ears that whistles. Not to be skipped by the users, it must change: a professional explains how.
The figures appear to show the opposite, yet the pub online is in crisis. The crisis of confidence, between publishers who are struggling to earn a living on the meager income of campaigns, and advertisers face fraud and calculation errors. But also between brands and their customers, drank themselves to pub up to more thirst. The Interactive Advertising Bureau, which represents all professionals of the digital communication (agencies, providers, and the major media, Google and Facebook to TF1 or Express), has felt the danger. Christophé Dané, its general secretary, explains his plan to restore the colors to the pub digital.
What is the topic of most concern to the IAB?
This is definitely the progression of ad blockers, because it reflects a form of rejection of the pub. We have carried out two studies on this topic, in January, then in October 2016, and the trend is not good: in January, 30% of French internet users had installed an adblock, in October the figure had already climbed to 36%. More annoying still, it is noted that the use of AdBlock Plus and the company is widespread: the young people are the most equipped, but it is on populations that are older that the figure has increased the most sharply.
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How do we explain this movement?
One of the explanations for the adoption of the adblocks is due to the fact that advertising uses a lot of bandwidth. It is estimated that approximately 50% of the loading time of a Web page is caused by the heaviness of the advertisements.
on the other hand, the race to the audience and to the print advertising has reached its peak with the advent of the advertising programmatic. By purchasing either an area identified on a site-specific, but a hearing via spaces automatically acquired, it has multiplied the number of advertisement per page, and the number of times the user will be subjected to the same announcement, via retargeting. In short, digital communication is packaged: there are too many formats, too many locations, too much advertising pressure. The housework should be done.
Do the cleaning, but how?
By redefining the standards of a “good” digital advertising. It is our job at the IAB to establish clear standards for everyone to find. To achieve this, we launched a broad consultation with the profession as a whole, to determine the different standards of online advertising: there were 33, it is now 12, adapted to all of today’s media (mobile, computers, tablets).
Which will be soon to disappear?
Typically, the “pop-up” windows from opening on top of the one that one consults), counts preventing to consult with the content prior to a certain period of time, the “expand” format covering the content) which occupy more than a quarter of the surface area of the screen… on the side of The video advertisements, the sound should be muted by default, and the autoplay (its automatic launch) disabled when the user is not connected to a network high-speed.
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What other tracks to clean up the market?
Homogenize the formats will not be enough. This is why we are also working on a “guide” for the conduct of different actors, which is based on a set of principles that we call LEAN (Light, Encrypted, Ad choice supported, Non-invasive). In proper French, the ads should be light (a response at the time of excessive loading that I mentioned earlier), safe, consensual and non-intrusive. Then, the whole issue will be to adopt its good practices by all actors in the market. And to penalize those who refuse. I am hopeful that within a year the movement is well underway.