Displaying the Better Ads Certification shield on a publisher website serves as a point of trust to visitors, and can impact revenue recovery rates.
In a recent webinar, Michael Yeon, Head of Strategic Partnerships at Admiral, and Neil Thurman, Director of the Coalition for Better Ads (CBA), shared pivotal insights from a comprehensive global study on ad blocker usage. The CBA, a collaborative initiative formed by leading trade bodies such as the IAB, 4As, ANA, and WFA, aims to improve the digital advertising ecosystem by addressing consumer concerns about ad experiences.
The webinar focused on the results of a comprehensive global study conducted by the CBA, which explored the reasons behind ad blocker usage and how the industry's adoption of better ad standards can mitigate these issues.
Additionally, the discussion introduced the Better Ads Certification Program, highlighting the significant impact of displaying the CBA shield on publisher websites, supported by pilot test data demonstrating increased ad allowlisting and recovery rates. This topic is critical for publishers seeking to build trust with their audience and recover lost ad revenue due to ad blockers.
Key Questions from the Latest Ad Block Usage Study
What were the main objectives of the survey?
The main objectives of the survey were:
- Update or Confirm the Reasons for Ad Blocker Usage Today: Understanding why consumers choose to use ad blockers.
- Assess Consumer Attitudes: Gauging consumer perceptions of various ad experiences and identifying which practices are considered annoying or intrusive.
- Update Standards: Using the findings to update and refine the CBA's Better Ad Standards.
Did you miss the webinar? Watch it now on demand:
What did the survey confirm about ad blocker usage?
The survey confirmed that the primary reasons for ad blocker usage are:
- Annoying and Interruptive Ads: Consumers find many ads intrusive and disruptive to their online experience.
- Security Concerns: Fear of viruses and malware delivered through ads is a significant factor.
- Privacy Issues: Concerns about personal data usage and tracking by ads are rising.
- Performance Impacts: Ads can slow down page load times and consume additional data, which is especially problematic in mobile-driven economies.
What insights did the survey reveal?
The survey discovered:
- Global Consistency: Consumer attitudes towards ad experiences are consistent across different countries, indicating universal issues with current digital advertising practices.
- Positive Attitudes Towards Non-Intrusive Ads: Many ad blocker users are still open to seeing ads if they are non-intrusive and relevant. These users can be engaged effectively with Better Ad practices.
- New Concerns: In addition to annoyance, concerns about resource usage (battery and data) and data privacy have become significant factors.
How does this impact publishers?
Publishers face economic harm due to adblocker usage, which reduces ad revenue. However, the survey findings suggest that by improving ad experiences and addressing consumer concerns, publishers can regain trust and encourage users to allow ads, thereby recovering lost revenue.
What is the Coalition for Better Ads (CBA) Certification Program?
The CBA Certification Program is an industry initiative aimed at improving digital advertising standards. It certifies publishers who adhere to better ad practices that minimize annoyance and intrusiveness. The certification program helps build trust between publishers and consumers by signaling a commitment to high-quality, non-intrusive ad experiences.
Why should publishers get certified and display the CBA shield?
- Trust Building: The CBA shield acts as a trust signal to consumers, showing that the publisher adheres to better ad standards.
- Revenue Recovery: Certified publishers have shown increased allow listing and ad recovery rates, leading to higher ad revenue. When consumers are engaged and consent to allowlist, a publisher can monetize their full ad stack and serve those visitor ads in perpetuity.
- Positive Consumer Engagement: Displaying the CBA shield helps publishers engage with ad blocker users effectively, demonstrating a commitment to better ad practices and overall brand value.
How does Admiral help publishers leverage the CBA certification?
Admiral integrates the CBA certification into its ad block recovery solution. By displaying the CBA shield in engagement messages, Admiral makes it easy for publishers to communicate their certification status, building trust and encouraging users to allowlist their sites. This integration can significantly increase ad recovery conversion rates.
What were the findings from the pilot test of publishers using the CBA Shield with adblock recovery?
The pilot test revealed:
- Increased Conversion Rates: An average increase of 16% when the CBA badge was displayed.
- Higher Recovery Rates: An average increase of 28% in recovery rates across pilot sites.
- Effective Messaging: Directly referencing the Better Ads certification in engagement messages yielded higher conversion rates.
Are there any other key points or highlights to mention?
- Consumer Education: Publishers should educate consumers about their commitment to better ad practices. This can enhance trust and lead to better engagement. Publishers should recognize that they have done the work to deliver a good ad experience, and the CBA Shield is their opportunity to reap improved revenue and trust for their efforts.
- Ad Engagement: Ad blocker users who allow list sites are often highly engaged and loyal visitors, making them valuable for publishers. Publishers using Admiral have seen higher pageviews for unlocked adblock users vs their average visitor over the same period.
- Free Certification: The Better Ads Certification is free, making it accessible for all publishers looking to improve their ad practices and build consumer trust.
By understanding these key takeaways and leveraging tools like the CBA certification and Admiral's solutions, publishers can effectively address ad blocker usage, improve ad experiences, and recover lost revenue.
How do Publishers Get Better Ads Certified and Leverage the Trust Shield on Your Site?
- Get Certified: Publishers can apply for the Better Ads Certification Program by visiting the CBA’s website and following the application process.
- Use Admiral: Publishers already using Admiral can enable the CBA badge in their visitor engagements through the Admiral dashboard, or by contacting customerlove@getadmiral.com.
Publishers not using Admiral should schedule time with a Recovery Specialist. Getting started is easy; qualified publishers can leverage the CBA trust shield and recover more revenue in 24 hours.
