Cillian Bracken Conway
29th Aug, 2017

Google is set to roll out a new version of Chrome next year. One that has a built-in feature for blocking intrusive and annoying adverts.

Clearly, Google has no love for such pop-up adverts and are working to remove them from websites.

This means advertisers, business owners, and marketers, should check the adverts on their site and determine if they fall under obnoxious and annoying.

Many believe Chrome advert blocking is simply a means for Google to favour its own advert formats. But the tech giant’s priority has always been to provide users with a positive experience.

Considering that mobile, video, and pop-up adverts annoy consumers just as much Google, blocking them can help improve the kind of adverts served online.

A recent survey conducted by HubSpot, an inbound market company, revealed that a huge number of respondents dislike online pop-up adverts the most at 73%, while adverts on mobile phones, online video advertising that precedes content similar to YouTube, and online banner ads are hated by 70%, 57% and 43% of survey participants, respectively.

types of ads

(Photo by HubSpot.

But the most frustrating type of advert is the full-page version where the X button to close the advert is often difficult to find, according to the HubSpot Adblock Plus Research Study.

Annoying Adverts Google Will Block

Google, together with Facebook and the IAB, formed the Coalition for Better Ads two years ago, which was tasked to establish the Better Ads Standards for advertising in the digital world.

In a post, Senior Vice President for Google’s Ads & Commerce, Sridhar Ramaswamy, said the coalition believes “online ads should be better”, and the standards will provide data-driven, clear, and public guidance as to how the industry can improve ads served to consumers.

The group also ran a survey to determine which adverts are considered offensive and frustrating to consumers, and the results are as follows:

Desktop adverts

  • Auto-playing video ads with sound
  • Large sticky ads that stick from one edge of the page to the other
  • Prestitial ads that appear before content is loaded, complete with a countdown
  • Pop-up ads

forbes advert

(Full-page “prestitial advert”. Screenshot from Forbes homepage.

Mobile adverts

  • Advert density that is higher than 30%
  • Auto-playing video ads with sound
  • Full-screen scrollover ads
  • Flashing animated ads
  • Large sticky ads
  • Prestitial ads with or without countdown
  • Pop-up ads

With this information, businesses should re-evaluate the kind of adverts they placed on their site or risk adverts being blocked on their website.

How Businesses Can Prepare/Satisfy Adverts Standards

Google has provided a tool that will notify publishers if their adverts fail to meet the Better Ads Standards, giving them an opportunity to take action before the tech giant take action themselves.

The Google Ad Experience Report will define the kind of advert experience that consumers are exposed to. It will check the site layout and behavior, adverts, and website content.

ad experience report

(Photo by Google’s The Keyword.

It will also provide website owners a clear guide on how they can apply the advert standards on their web pages. It comes with videos and screen shots that show examples of annoying advert experiences, giving businesses the ability to identify which adverts are acceptable or not.

A website that has not been reviewed by Google yet will have a “Not Reviewed” status in the Google Ad Experience Report.

For adverts that are deemed annoying and offensive, publishers will receive a notification that tells them they need to fix the issue within 30 days at least before Google starts blocking adverts.

They can resubmit their sites for review after fixing the detected issue within the same time frame.