Google recently ramped up their efforts to provide Chrome users a better browsing experience, implementing more stringent ad blocking.
The built-in blocker, which came into effect Feb 15, was developed to filter out advertisements violating standards established by the Coalition for Better Ads. The Better Ads Standards were created following surveys evaluating how intrusive common ad experiences were. Over 40,000 internet users in North America and Europe participated in the research.
In accordance with the standards, Google created a game-plan for blocking the web’s most invasive ads. For mobile users, pop-ups, ads that load before a site does with or without a countdown, autoplay videos with sound, flashing animations, large sticky ads, full-screen scroll-overs and dense ads are all being filtered. On desktop, similar ads are being targeted.
However, the blocks aren’t instantaneous. As part of their new policy, Google is taking the following steps:
1. Evaluating how well the sites comply with Better Ad Standards.
2. Notifying those websites of any problems or issues.
3. Offering an opportunity for those sites to make needed fixes.
If no resolution is reached after those three steps, the blocking of advertisements on Chrome will begin.
“Although a few of the ad experiences that violate the Better Ads Standards are problems in the advertisement itself, the majority of problematic ad experiences are controlled by the site owner — such as high ad density or prestitial ads with countdown.”
If you’re a brand, the change is nothing to be spooked about. In fact, Google Chrome’s ad filter provides you an opportunity to offer better value by focusing on quality advertising content that is more engaging to your target audience. Here are a few solutions for handling Google’s new ad blocking system.
Don’t run frowned upon ad units.
This is perhaps the easiest way your brand can start. Adhere to the guidelines outlined above created by the Coalition for Better Ads. You can see a chart down below of the 12 most annoying ad formats. Avoid creating advertisements that meet their specifications.
Invest in advertisements that seamlessly sync with a publisher’s website.
Brands can avoid being dinged by following this rule of thumb. Increasing media allocation to in-feed native ads that match the form and function of a publisher website can keep you in line with Google ad policies.
Influencer marketing or paid content marketing initiatives are viable alternatives.
These days, consumers are looking more and more for authenticity. Social influencers provide that by creating quality content that’s distributed to highly engaged fanbases. Partnering with podcasters is another rising content marketing solution that allows brands to reach narrow target audiences.