The Coalition for Better Ads launches new standards for videos chopping off mid-rolls

The Coalition for Better Ads last week announced new standards for short-from videos, in desktop, mobile web and in-app environments. The Standard for short-form video does not apply to other environments like feeds or OTT.

Non-linear display ads that are in the middle 1/3 of a playing video or are larger than 20% of the video content.

According to The Coalition for Better Ads, the standards are based on a research related to short-form video, which involved nearly 45,000 consumers in 8 countries representing 60% of global online advertising spending. The Coalition’s Better Ads Standards identify the ad experiences that fall beneath a threshold of consumer acceptability and are most likely to drive consumers to install ad blockers.

In the past, Google Chrome has promoted adoption of the Standards by checking use of ads that violate the Standards of The Coalition for Better Ads, and removing all ads for sites that do not meet the criteria. In 2018, Google also reduced auto play of video ads based on browsing behaviour.

“Although the growth of ad blocking has slowed down in recent years, the industry still has a long way to go to ensure that the ads they serve are relevant and enhance consumers’ online experience. The new Standard for video ads is a positive step forward, following the Better Ads Standards and the work the Coalition and its members are doing globally and locally,” said Stephan Loerke, CEO of the World Federation of Advertisers (WFA).