October 7, 2015

Teads launches social initiative to fight for the user amid the rise of ad blockers

“Advertising Matters” seeks to educate users on how advertising funds the online content they love, and calls for advertisers to stop compromising the user experience
Miami, FL October 8, 2015 – With Apple’s recent announcement allowing users to download apps blocking ads on their mobile devices, ad blockers are taking a big bite out of the ‘Advertising’ apple and putting the future of online media in question. And while there have been extensive conversations amongst marketers on what’s at stake and the ripple effects for the industry, the real elephant in the room lies with the users. Can they really fathom a world without advertising? Is this a reality for better or worse?

Teads, the inventors of outstream video advertising, are inviting the public to join the conversation with the launch of the social initiative “Advertising Matters” and a short video that portrays the cruel reality of what a world without advertising means. For the user it implies restricted access to information and limited online entrepreneurial opportunities. “Advertising Matters” aims to encourage the industry to adopt more respectful advertising practices that enhance the user experience and educate the public on the real value behind advertising.

Advertising sustains most publishers, apps and content creators’ business models, and funds the majority of the content viewed on the internet today. The truth is, and recent research shows, that users do not hate advertising. Users dislike disrespectful advertising formats that ruin their online experience. As such, users perceive ad blockers to be the solution to their problems with intrusive formats and ads that are not relevant to them.

According to a commissioned survey by Teads, involving one thousand online users in the United States, the problem is not the advertising itself, but the format in which adverts are served, and the lack of public knowledge about the importance of online ads and how they keep quality editorial content democratized, available for free and for all. Teads’ survey also found that those who use ad blockers are 12% more likely to value free or low-cost editorial than the general population. This is proof that part of the controversy can be solved with public awareness.

The other part lies on advertisers, publishers and marketers. A recent research study conducted by the IAB UK elaborates on why users are downloading ad blockers:
73% of ad block users do so because they dislike ads interrupting their experience
55% block ads because of annoying design (bright colors, pop-ups etc.)
54% do so because ads slow down their web browsing experience
46% claim the irrelevancy of the ads they are shown

“With ‘Advertising Matters’ we’re aiming to remind the public that advertising funds all the things we love, and it’s hard to imagine a world without it, because as a society we’d be regressing not progressing. We all understand media needs advertising revenues to survive but if industry stakeholders continue pushing for forced advertising formats that compromise user experience, the media may be looking at extinction,” said Eric Tourtel, Teads SVP LATAM. “As seasoned players in this ecosystem, we know a world without advertising is not a fairytale and there’s no happy ending, especially for consumers. Ad blockers are wolves waiting for Little Red Riding Hood.”

Today, a growing number of Internet users are limiting the revenues of publishers with ad blockers. According to Monday Note, 5% of internet users worldwide (144 million people) have used software to block the ads only in the first quarter of 2014. In 2010, this number was 20 million.

On a regional level, Colombia leads in Latin America with 28% of the total time spent watching video on desktop being ad blocked video time. Other Latin American countries are not far behind with ad blocked video time accounting for 26% in Mexico and Chile and 23% in Argentina and Ecuador.

“We need to get better at engaging, not enraging the user. According to Censuswide Research 74% of Internet users say that being forced to watch an advertisement ruins their online experience. We have a responsibility to the community, and it means using less invasive formats, with ads that are more creative, strategically placed and relevant to users, giving them a degree of choice and control,” said Eric Tourtel. “That’s how our outstream formats at Teads emerged, out of a necessity, both from the user and publisher standpoint. We work with world-class brands that can attest to the effectiveness of our video formats and respectful user experience. It is time to fight for the user and together advocate for fair advertising practices that sustain publishers, brands and users alike.”

About Teads

Teads, founded in 2011, is the inventor of outstream video advertising and a global monetization platform for publishers. Publishers work with Teads to create brand new video inventory and manage their existing inventory, monetizing it through programmatic buying, their own sales force, or third parties. Teads’ outstream video advertising solutions encompasses a series of formats inserted deep into media content, like the inRead playing inside articles. It is changing the game within the video advertising market by creating unprecedented levels of premium inventory, which did not exist before.

Brands and agencies can access this top-‐‐tier, premium inventory, available on the web and on mobile, through programmatic or managed services. Through its managed services capabilities, the Teads team execute on their clients behalf using its platform.

Teads has a team of over 400 employees, 100 of which are in the innovation team, across 26 offices in 18 countries.

Tatiana Johnson

> Download the press release

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