Let’s be real. Google owns a huge share of the digital ad marketplace and is as synonymous with search engines as Kleenex is to facial tissues. It is in our everyday vernacular…which I suppose is why the internet giant is able to put restrictions on websites and offer consequences for their perceived misbehavior. The newest hit to sites is the crack down on pop-ups and web banners on mobile sites. Sites that do not comply with these new rules will potentially be ranked lower on the totem pole. What does that mean to media buyers?
It means that we need to be more diligent on placement of ad space. We need to look closely at not only how that banner ad will show up on a PC, but also a mobile device. We are constantly negotiating and getting the best deal for our clients, but now we have to take this into consideration. We don’t want the ads we purchase on websites too far down the list to matter.
The thought process, however, seems to be from the heart as Google wants to users to experience less frustration and intrusion when accessing mobile sites. Straight from the source’s mouth at Google’s official news blog:
Here are some examples of techniques that make content less accessible to a user:
•Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results, or while they are looking through the page.
•Displaying a standalone interstitial that the user has to dismiss before accessing the main content.
•Using a layout where the above-the-fold portion of the page appears similar to a standalone interstitial, but the original content has been inlined underneath the fold.
Examples of interstitials that make content less accessible
Source: Google
This change to policy went into effect on January 10, 2017. Keep in mind, that banner ads will have to be sized proportionately so as to not overwhelm or hinder mobile access. It will not affect mobile sites that utilize popups for necessary information such as age restrictions or access to paid content.
Just another day in the life of a media buyer, I suppose. Yet another step to make sure that our clients’ dollars go as far as possible.