The document discusses improving ad experiences for users. It finds that ad content (creative) has the biggest impact on user experience, rather than ad context or format. Over half of respondents see creative quality as a key cause of ad blocking. The document advocates for personalized, contextually relevant creative that is aware of a user's situation without being creepy. It also promotes using dynamic creative campaigns with multiple variants from a single approved creative to improve management and decrease the number of required creatives. Finally, the document argues for prioritizing user experience, especially on mobile, through advertising designs and formats suited for the platform.

1. Ad Blocking
Debrief
Harry Robinson, VP Product Marketing, Celtra
@adwhisperer

2. Ad Blocking – It’s a good thing
for the ad industry

3. Creative platform for
display and video brand
advertising, improving the
quality of the message
& the way the message
is presented to consumers

4. What has the greatest
impact on user experience?
- Ad Context (Inventory)
- Ad Presentation (Format)
- Ad Content (Creative)

5. Majority see creative having
biggest impact on user experience
Ad Context
(Inventory)
Ad Presentation
(Format)
Ad Content
(Creative)
52%
22%
26%

6. 2016 – The Year of
Ad User Experience

7. Do publishers review each
ad creative before it
appears on their site?

8. More than 1/3 still don’t review
creative before it goes live
Yes
59%
No
41%

9. 2/3 of marketers find user
experience a high priority
We don’t
think about it
It’s somewhat
important
22%
4%
48%
It’s high
priority It’s our highest
priority
26%

10. 48% of respondents selected
lack of creative relevancy
as a cause for Ad Blocking
Celtra & Digiday State of the Industry Report, Q4 2015

11. Creative should be aware of the
rich context of a user’s situation
Female
Afternoon
San Francisco
Pet Lover
Sunny
To be personalised
and relevant
In a
Relationship
WeekendWeekday
New York
Cloudy

12. Aware, but not too aware
Personalisation
Engagement
Generic
Relevant
Creepy

13. Different signals work best for
different goals and industries
Most popular data signals
Date range Location Audience Part of day Weather

14. Entertainment
Date range – Video trailer and
premiere messaging
Day of week – TV tune-in messaging
Location – Local movie theaters
and showtimes

15. Being able to execute several variants
from a single approved creative with only
one tag needing to be issued is a
fantastic development that we are
extremely keen to use more of.
– ThinkJam, Creative Agency, Oct 2015

17. 25%
Dynamic creative campaigns are
easier to manage
(less creatives & less placements)
and
growing
The average number of
creatives per campaign
decreased by up to
AdCreator Platform All Campaigns – Q3 & Q4 2015

18. 2/3 believe poor advertising has a
detrimental effect on brand
Low / no
impact
Moderate
impact
17%
6%
45%
High
impact
Very high
impact
33%

19. personalised generation
Creative needs to be
contextually engineered for the

20. In 2016, mobile video ads will
reach 91% of UK 16-35 year olds
ComScore Global Mobile Report - 2015

21. Plays within video content Plays within non-video content
Instream Outstream

22. In-stream video ads
were not designed
for mobile – and
they don’t work
on mobile.
Source: MetrixLab, 2014; TubeMogul, 2014
of all skippable pre-roll ads
are being skipped
85%

23. Outstream video offers a user
experience designed for mobile

25. How often can your clients’
creatives be improved?

26. There is always room
for improvement
Never, they are
always great!
Sometimes
12%0%
66%
Always Often
22%

27. Now is the time to advertise
Experience first

28. Thank you.