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2018-02-23 13:30

What is the future of large display advertising?

What is the future of large display advertising?

Large display advertising, sometimes recognised also as „large canvas”, has always been a controverial topic. With the recent IAB recommendations concerning ad viewability and the Google’s recent decision to implement an adblocking software into the most popular web browser on the Internet, one simple question arises: what does the future hold for these large display ads?

In Poland, large canvas (all ads greater than 242,500 pixels) comprises around 14 per cent of all ads’ impressions according to gemiusAdReal (December 2017). It is definitely a high score, however, situation appears to be much the same across other European markets. Large canvas takes up around 10 per cent of the advertising markets in Romania and Germany. In France, Russia and Ukraine it does not seem to play a major role at all with the market share as low as 5 per cent (see detailed results below).

Blamed for the flood of adblocking software and generally expanding hostile attitude towards advertising, large display ads have become a major question mark and a boiling topic of the public debate in the recent months.
In October, 2017 IAB Europe officially changed their viewability recommendations for this particular ad format. What is interesting, minimum 50 per cent of a standard display ad’s pixels need to stay within the user’s view for 1 second for it to be deemed viewable. With large canvas the number is now only 30 per cent.

With initiatives like Coalition for Better Ads emerging, however, the future for such ads is nothing but a blur. The developing trend, seconded by the IAB and clearly visible in Google’s policy with their announcement to add an adblocking software into Chrome web browser (early 2018), is to create ads that do not disrupt or significantly impede the user’s experience while browsing the Internet.

With initiatives like Coalition for Better Ads emerging, however, the future for such ads is nothing but a blur. The developing trend, seconded by the IAB and clearly visible in Google’s policy with their recent move to add an adblocking software into Chrome web browser (February 2018), is to create ads that do not disrupt or significantly impede the user’s experience while browsing the Internet.

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Type of Content

analysis & infographic

Industry

Advertising, Media

Country

Poland

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