Unlocking creative possibilities in online advertising through ad filtering

In today’s digital landscape, where ad-blocking technologies and user preferences shape the way we approach online advertising, finding a balance between creativity and respect for the user experience has never been more crucial. Many marketers and brands still believe that flashy, dynamic advertisements are essential to capture online users' attention. However, more often than not, the result is an intrusive and annoying ad experience that drives users to take matters into their own hands—such as downloading ad-blocking software. 

Users today are tired of being bombarded with online ads and 81 percent of users have downloaded an ad blocker to avoid interruptive or annoying advertisements (2021 PageFair Adblock Report). By mid-2023, there were around 912 million global ad-blocking users (2023 eyeo Ad-Filtering Report). 

The disconnect between advertisers and consumers

Yet, invasive ads are not the only problem users face. A significant disconnect exists between how advertisers design creative experiences and how consumers value these experiences. As mentioned, marketers often rely on dynamic or video ads, believing they are the most effective. However, auto-play video ads are actually seen as the most annoying ad format by users.

On the other hand, static ads or formats that potentially “limit” the expansiveness of an ad are often perceived by marketers and brands as stifling to their creativity. This, however, couldn’t be further from the truth—ad filtering, which imposes well-researched and industry-vetted or approved definitions on ad formats, offers an opportunity to innovate and engage users more effectively within the Acceptable Ads Standards framework, utilizing a provenly more user-friendly, and attention-conducive environment.

At the heart of effective advertising lies the principle of user-centricity. Modern users have shown a clear preference for nonintrusive, respectful ads.

According to research, 83 percent of users are open to seeing ads as long as they are nonintrusive, relevant and enhance rather than disrupt their browsing experience (eyeo research with CCM Benchmark, 2019). This insight underscores the need for a thoughtful approach to ad creativity that ultimately puts the user first.

Adapting creativity within constraints

Acceptable Ads has demonstrated that 350 million users appreciate light, nonintrusive advertising, allowing publishers to monetize content while maintaining a positive user experience. By placing user preferences at the forefront, we can create ads that are not only seen but appreciated.

The idea that creativity requires loud and flashy ads is a misconception. Even within the defined formats of Acceptable Ads, there's room to innovate specifically, by using more concise and compelling messaging above the fold and avoiding invasive techniques. 

For example, user-initiated video ads can be effective without being disruptive, as it puts users back in the driver's seat. By giving users control over their ad experience, advertisers can build trust and engagement and get more attention than they would with more aggressive tactics.

Here are some ways to leverage creativity effectively:

1. Strategic placement and design: Utilize the limited ad space by placing key elements above the fold. As per the Acceptable Ads Standard, “all ads that are visible in the browser window when the page first loads must not collectively occupy more than 15% of the visible portion of the web page. If placed lower on the page, ads must not collectively occupy more than 25% of the visible portion of the webpage”. This approach ensures that the most important parts of your message are visible immediately, capturing attention without overwhelming the user.
   
   
   
   
2. Micro-moments: Capitalize on brief, valuable interactions. Provide concise, relevant content that addresses specific user needs or interests, making the most of limited space and time. A GWI survey conducted in October 2023 (Mobile Phone & Ad Behaviors - Oct '23 Zeitgeist) found that respondents described the ads they typically see on websites as distracting (31.4 percent), excessive (31.8 percent) and intrusive (30 percent). Only 13.7 percent find ads today relevant – which is why it’s even more important for brands to focus on relevancy 
   
   Here’s an example of a concise ad that works because it’s relevant, visually appealing, and includes an enticing value proposition and a call to action (source credit: Hubspot)
   
   

Here’s an example of a user-initiated ad that puts the users back in control. 

The value of prioritizing the user

Respecting user preferences isn’t just about avoiding intrusiveness; it's about building trust and delivering value. Gathering user feedback is crucial for understanding what works and tailoring ad content to meet expectations, which fosters a positive relationship with your audience.

By aligning your ad strategies with user preferences, you can enhance user satisfaction and improve ad recall and brand trust. For example, ads in low-cluttered environments (i.e. ad filtering) have been shown to increase brand trust by 9 percent and aid ad recall by 82 percent (MAGNA ‘Reaching and Influencing Ad-Filtering Users’, 2023).

Advertisers should shift focus from short-term metrics to user engagement indicators like attention and interaction. This shift requires industry-wide collaboration and a user-first mindset.  Education is also key—users need to be informed about their choices and how their data is managed.

The future of creative advertising

By embracing innovative approaches within the framework of ad filtering, you can deliver ads that engage, inform and delight without disrupting the user experience, elevating the brand identification users have. 

Prioritizing user feedback, leveraging data responsibly, and focusing on respectful ad formats will keep your strategy effective and user-centric. As the industry evolves, staying at the forefront of these practices will help you build stronger connections with your audience and achieve lasting success.

Discover more about our recent panel discussion at Cannes where we explored this topic in depth. Read the full recap in our Campaign US article.