MERCADEO Versión en español
Mike McNulty From Sizmek: The Industry Needs To Avoid Falling Into A Trap Of Chasing Ad Quantity Over Quality
Manuela Walfenzao| 31 de agosto de 2017
McNulty: Los publishers deben eliminar los formatos disruptivos
Mike McNulty, Product Marketing Manager at Sizmek, wrote an article on the company’s website about the ways stakeholders should interpret the better ad standards in the digital enviroment developed by the Coalition for Better Ads. “The industry at large needs to avoid falling into a trap of chasing ad quantity over quality experiences” he explained. To adapt to the recommendations of the Better Ads Standards, agencies must be aware of the media being purchased on behalf of their advertiser clients, which requires insight into the publishers. “Agencies must also be proactive in precautionary initiatives that technology providers undertake, to better safeguard their clients from delivering impressions that may have a negative impact on their brands. Finally, they must identify key features and formats that behave in a user-friendly method” added McNulty.He highlighted that one of the easiest best practices to adopt is to make the user the focus of the creative strategy. Brands can implement visual cues that encourage users to interact with ads, without being intrusive. User-friendly design, incorporated via programmatic technology and Dynamic Creative Optimisation (DCO), allows for an optimum level of safety and consistency.The excecutive concluded that publishers should adapt these ad units to better fit the user experience they want to provide. “If auto-play video is an accepted feature on a site, publishers must arrange the video units so that they are triggered, muted and remain in-page unless the user engages with the ad. Publishers must also ensure that file weights are reasonable, so that consumers are not experiencing lengthier load times to view the requested page.”
