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Victor Wong From Thunder: Lightweight Ads Are Better For The Consumer Experience
Manuela Walfenzao| 9 de mayo de 2017
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Victor Wong, CEO at Thunder wrote a post in ANA’s website where he warns advertisers about selling larger and more intrusive ad units in order to ensure their ads are actually seen. “Publishers can sell takeovers, expandable ads, and interstitials that consumers hate but viewability metrics love because they force the ad to be seen. Enforced viewability comes at the cost of blocking the consumer’s experience” he said. According to the Media Rating Council, ads on average take 5 seconds to load on mobile and 2.5 seconds on desktop. “If the measurement of viewability is 1 second fully rendered, you can see the problem for both the advertiser and the consumer. Advertisers are already facing an uphill battle when they get a good ad placement to have their ad even fully appearing in time as a user scrolls. Consumers are seeing their browsing experience suffer and slow” he said. To encourage viewability and not discourage consumers, Wong explained that creative technology providers are now focusing on file compression and ad speed with pressing urgency now to go beyond even publisher requirements because file size directly impacts viewability. “Lightweight ads are better for the consumer experience — and their data plan! — plus they’re more viewable.” For Wong, largest advertisers need to play their part by setting and abiding by a higher standard for viewability and creatives, focusing on leaner ads that consumers don’t find intrusive, in part. “Viewability monitoring can solve the perennial complaint that advertisers waste half their money but they just don’t know which half. But it won’t matter to know which half if consumers block both halves soon enough” Wong concluded.
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