The advertising industry is being dirtied by a lack of trust and transparency, non-viewable ads, brand-safety concerns and cluttered ad experiences. But it’s not too late to take a stand and ensure a clean advertising experience is provided for consumers, advertisers and publishers alike.
There are several immediate steps the industry can take towards creating a better, cleaner advertising ecosystem.
Keep the user in control: When an ad is perceived to be intrusive or an annoyance, 74 percent of consumers abandon the content altogether, according to a recent study we conducted at Teads. This is particularly true for mobile ads. Audio that defaults to “on” when a page loads is considered very intrusive, so audio off by default should be the new standard.
Align with premium content: Premium editorial content is the best environment for ads, as we showed in Teads’ neuro study, Your Brain on Premium Content. Not only does it drive higher ad engagement, but mobile video ads within premium editorial are more likely to drive purchase intent. Premium editorial content also helps alleviates concerns around brand safety, since unlike social feeds, brands can be guaranteed that their creative appears within professionally produced content versus user-generated content or even fake news.
Insist on transparency and verification: Your technology partner should have relationships with trusted third-party verification vendors such as MOAT, IAS or DoubleVerify for brand safety and viewability. Contextual safety can be assured through keywords, semantic targeting and anti-targeting by third-party technologies like Grapeshot. Buying from trustworthy and transparent supply sources with brand-safe technologies will ensure you’re in the cleanest environment, leading to a better digital ad landscape—and greater trust all around.
Engage through interactivity: In another recent Teads study, users regarded ads with interactivity as the “least intrusive” format. Interactive elements like chatbots, polls or casual games can engage users in fun and useful ways to deepen their relationship with a brand.
Talk to real people: Advances in deep learning and artificial intelligence can recognize abstract patterns in much the same way as the human brain would—allowing brand messages to be far more relevant (and thus way less annoying) to consumers. With AI, ads can be assembled on the fly using a collection of individual creative assets and real-time information. This increases engagement, time spent, favorability and purchase intent.
Given that change seems to be the only constant, the advertising industry needs to unite as a common force advocating for transparency, viewability and innovation. We all have important roles in creating a first-class user experience and an advertising ecosystem that encourages trust between brands, agencies, publishers and consumers. In short, we should all promote clean advertising.
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Teads at a Glance
Teads is the inventor of outstream advertising and the leading native advertising marketplace.
Teads
55 5th Ave., 17th Floor
New York, NY 10003
(646) 560-8900
Website
www.teads.tv
Twitter
@teads
Facebook
facebook.com/teadsglobal
LinkedIn
linkedin.com/company/teads-tv
Number of employees
500+
Number of locations
28
Founded
2011
Focus
DSP
SSP
Data
Mobile
Video
Display
Measurement & analytics
Key products
inRead Suite: Offers viewable, brand-safe and fraud-free advertising formats which are placed within premium editorial content, creating a user-friendly experience for the consumer.
Teads Studio: Self-serve, data-driven creative technology platform.
Contact
Teads Marketing
marketing-us@teads.tv
