Ads are designed to command attention, but sometimes the disruption can feel intrusive or overwhelming. Google realized this and in February of this year, they launched an ad filter for Chrome users that was designed to improve the user experience.
This is good news for quality advertisers, ethical publishers and irritated web users. We all want better experiences on the web and Google is taking steps to reduce annoying content by removing ads from any website that doesn't follow the Better Ads Standards created by the Coalition for Better Ads.
Which Types of Ads Will Be Filtered?
The Coalition determined four desktop and eight mobile ad types that fell below their "threshold of consumer acceptability." The two most intrusive ad types were the flashing animated ads and full-page pop-up prestitial ads with a countdown that block the view of the anchor content on the web page.
The other ad types include pop-ups, auto-playing video ads with sound and large sticky ads. On mobile, the ad filter will also reduce ads with 30 percent or higher ad density, full-screen scroll over and postitial ads with a countdown.
Websites that are found using the banned ad types are given 30 days to correct the violations or all ads on their site will be blocked when viewed with Google Chrome.
Content Creation Tips for Advertisers
A New York Times article reported that the ad filter update should discourage web users from installing comprehensive ad blockers since the browsing experience is improved by the new ad filter. Advertisers and publishers should follow suit by creating and publishing high-quality content.
Here are a few ad formats that are allowed by the Coalition, recommended by Google and that should be considered when mapping out future ad campaigns in 2018.
- Ads embedded in videos: Pre-roll, mid-roll and post-roll video ads should tell a progressive story relating to the content to enhance the viewer's experience. Share interesting facts or behind-the-scenes information within the ad to connect seamlessly with the featured content.
- Native advertising: This highly customizable in-line ad type naturally flows with the publisher's content. Native advertising integration is seen as helpful and less obtrusive than pop-ups or screen-covering ad types.
- Perimeter advertising: Ads placed in the margin, header or footer of a website garner attention without obstructing the view of the content the user is trying to view.
There are still plenty of options for creative advertising, but finding ways to cut through the online noise can be challenging. If you're looking for a way to make your business stand out, try reaching out to a marketing professional who can help you plan and create content that will keep publishers, readers and Google happy.