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Eric Tourtel of Teads: Advertising allows users to consume almost all of the online content they love at no charge
Maye Albornoz| 30 de noviembre de 2015
Tourtel: Más del 64% prefiere anuncios en video que sean relevantes para el contenido que están viendo
Eric Tourtel, Teads VP Senior for Latin America, described the results of the Advertising Matters campaign as an “overwhelmingly positive response”. This initiative aims to educate the industry about the relevance of online ads and to warn users about the consequences of the disappearance of advertising due to ad blocking. This achievement has encouraged him to plan efforts for 2016. In an interview with PRODU, Tourtel described his vision about what will happen if ad blocking is not controlled: “Advertising allows users to consume almost all of the online content they love at no charge. Publishers will not be able to sustain their business models or find themselves paying high extortion rates to ad blocking companies. Whereas advertisers could lose their jobs”. Tourtel refers to a report from ZenithOptimedia and eMarketer, that shows that digital ad spend is expected to grow into billions during the next three years in countries like Brazil, Mexico and Argentina, but ad blocking could slow down this growth, with detrimental effects on the economy of the region. He believes in implementing three practices to avoid user adoption of ad blocking. First is choosing to use “respectful” ad formats allowing users decide to view them or not. Second, publishers should be more selective of the type of advertising that is being delivered on their sites, and chose those enhancing the value of their offering; and lastly, avoid preloaded ads, which diminishes the experience of the user.
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