Pilot Program Increased Conversion Rates by 16% and
Recovery Rates by 28% On Average By Displaying "Better Ads
Certified" Badge in Adblock Recovery Messages
NEW
YORK, July 18, 2024 /PRNewswire/ -- The
Coalition for Better Ads (CBA) has announced a
first-of-its-kind certification to grow publisher revenue and build
consumer confidence in high-quality, non-intrusive advertising. A
successful pilot program conducted by Admiral with
multiple CBA publishers demonstrated that sharing the publisher's
commitment to the CBA's Better Ads Experience Program by
adding the "Better Ads Certified" badge within adblock recovery
messages led to a 16% increase in conversion rates and a 28%
increase in recovery rates.
Based on these results, AI-powered Visitor Relationship
Management (VRM) company Admiral has integrated automatic Better
Ads Certified configuration into its full-stack adblock recovery
platform, empowering every certified publisher to gain immediate
revenue lift as a reward for their investment in quality ad
experiences.
"The mission at CBA is to create a better online experience for
consumers by setting and promoting high standards for digital
advertising," said Neal
Thurman, Director of the Coalition for Better Ads. "Our
work with Admiral has provided valuable insights into how our
Better Ads Certification can be leveraged to positively influence
adblock user behavior. By integrating our certification into
adblock recovery messages, publishers can build greater trust with
their audiences and recover more revenue."
The test was conducted over a six-month period with publishers
chosen for their diverse audience demographics, such as Advance
Local across nine markets, and PGATour.com. Publishers integrated
the "Better Ads Certified" badge prominently within their adblock
recovery messages increased trust among visitors, making them more
likely to support the site by allowing ads. Metrics including
conversion rates, recovery rates, and revenue lift were monitored
and recorded. Comparative analysis was then conducted to evaluate
the impact of promoting Better Ads Certification on adblock user
behavior. More detail on the test and methodology can be found on
the CBA blog.
"We are thrilled to share the effectiveness of our
allowlist-based adblock recovery approach combined with the
credibility of the Better Ads Certification," said Michael Yeon, VP of Marketing and Strategic
Partnerships at Admiral. "Our joint effort with the CBA
demonstrates that promoting high standards in advertising not only
benefits consumers but also significantly boosts publishers'
ability to recover ad revenue. This partnership underscores
Admiral's commitment to helping publishers and visitors build
win-win relationships."
Addressing the Rise in Ad Blocking
This test
underscores the importance of addressing the growing trend in ad
blocking, which threatens publisher revenue. The CBA was formed
seven years ago to address consumer dissatisfaction with disruptive
ad experiences, which had driven rapid growth in ad blocking usage.
From 2017 to 2020, improved ad standards and efforts to enhance
consumer experiences led to a 15% decline in ad blocker usage.
However, as the industry shifted focus to other issues, some
publishers pushed the envelope on ad types and volumes, leading to
a resurgence in ad blocking.
To combat the increase in ad blocking, the CBA recommends a
two-pronged approach focusing on prevention and communication.
- Prevention: Ensure ad experiences meet consumer
expectations to prevent the adoption of ad blockers. The CBA will
conduct additional research in 2024 to update its Desktop and
Mobile Web Standards, addressing aspects like pop-up ads, sticky
ads, feed ads, animated ads, and ad density.
- Communication: Engage adblock users directly to support
the content they love. Research shows that adblock users rarely
allow ads unless prompted. Publishers can use "soft walls" to
request visitors add their domain to the ad blocker inclusion list,
or "hard walls" that require disabling the ad blocker to view
content. Highlighting adherence to CBA standards in these messages
can boost trust, compliance, and ultimately revenue for
publishers.
About the Coalition for Better Ads (CBA)
Leading
international trade associations and companies involved in online
media formed the Coalition for Better Ads to improve consumers'
experience with online advertising. The Coalition has conducted
extensive consumer research to develop Better Ads Standards to help
the online ad industry address consumer preferences. The
Coalition's members include leading global advertisers, advertising
agencies, publishers, and technology companies. An additional 80
trade associations from around the world are affiliates of the
Coalition for Better Ads. Companies and trade associations that
wish to join the Coalition can learn more at www.betterads.org.
About Admiral
Admiral is The Visitor Relationship
Management (VRM) Company. Admiral VRM helps thousands of digital
publishers worldwide grow visitor relationships and revenue via AI
driven Visitor Journeys that solve for a number of monetization
challenges digital publishers face. Admiral's SaaS platform
includes registration walls, paywalls and paid subscriptions,
donation management, advanced adblock analytics and revenue
recovery, GDPR/CCPA privacy consent, email acquisition, 1P data
collection, social growth and more. For more information, visit us
at www.GetAdmiral.com. #relationshipsmatter
For media inquiries, please contact:
Lane Buschel
TrueStory PR
380531@email4pr.com
View original content to download
multimedia:https://www.prnewswire.com/news-releases/coalition-for-better-ads-launches-better-ads-certified-program-with-admiral-to-grow-publisher-revenue-302199804.html
SOURCE CBA; Admiral