At some point, we’ve all been caught off guard by an annoying ad online—like a video automatically playing at full volume, or a pop-up standing in the way to the one thing we’re trying to find. Thanks to research conducted by the Coalition for Better Ads, we now know which ad experiences rank lowest among consumers and are most likely to drive people to install ad blockers.

Ads, good and bad, help fund the open web. But 69 percent of people who installed ad blockers said they were motivated by annoying or intrusive ads. When ads are blocked, publishers don’t make money.

In June we launched the Ad Experience Report to help publishers understand if their site has ads that violate the Coalition’s Better Ads Standards. In just two months, 140,000 publishers worldwide have viewed the report.

“This report is great for helping publishers adapt to the Better Ads Standards. The level of transparency and data is incredibly actionable. It literally says here’s the issue, here’s how to fix it. I think it will be helpful for all publishers.”
-Katya Moukhina, Director of Programmatic Operations, POLITICO

We're already starting to see data trends that can give publishers insights into the most common offending ads. Here's a look at what we know so far.

It's official: Popups are the most annoying ads on the web

Pop-up ads are the most common annoying ads found on publisher sites. On desktop they account for 97 percent of the violations!  These experiences can be bad for business: 50 percent of users surveyed say they would not revisit or recommend a page that had a pop-up ad.

Instead of pop-ups, publishers can use less disruptive alternatives like full-screen inline ads. They offer the same amount of screen real estate as pop-ups—without covering up any content. Publishers can find more tips and alternatives in our best practices guide.

Mobile and desktop have different issues

On mobile the issues are more varied. Pop-ups account for 54 percent of issues found, while 21 percent of issues are due to high ad density: A mobile page flooded with ads takes longer to load, and this makes it harder for people to find what they're looking for.

Most issues come from smaller sites with fewer resources

Our early reporting shows that most issues are not coming from mainstream publishers, like daily newspapers or business publications. They come from smaller sites, who often don’t have the same access to quality control resources as larger publishers.

To help these publishers improve their ads experiences, we review sites daily and record videos of the ad experiences that have been found non-compliant with the Better Ads Standards. If a site is in a “failing” or “warning” state, their Ad Experience Report will include these visuals, along with information about the Better Ad Standards and how the issues may impact their site.

Looking ahead

Over the next few weeks we’ll begin notifying sites with issues. For even more insights on the types of sites and violations found, publishers can visit The Ad Experience Report API.

The good news is that people don’t hate all ads—just annoying ones. Replacing annoying ads with more acceptable ones will help ensure all content creators, big and small, can continue to sustain their work with online advertising. This is why we support the Coalition’s efforts to develop marketplace guidelines for supporting the Better Ads Standards and will continue working with them on the standards as they evolve.

At some point, we’ve all been caught off guard by an annoying ad online—like a video automatically playing at full volume, or a pop-up standing in the way to the one thing we’re trying to find. Thanks to research conducted by the Coalition for Better Ads, we now know which ad experiences rank lowest among consumers and are most likely to drive people to install ad blockers.

Ads, good and bad, help fund the open web. But 69 percent of people who installed ad blockers said they were motivated by annoying or intrusive ads. When ads are blocked, publishers don’t make money.

In June we launched the Ad Experience Report to help publishers understand if their site has ads that violate the Coalition’s Better Ads Standards. In just two months, 140,000 publishers worldwide have viewed the report.

“This report is great for helping publishers adapt to the Better Ads Standards. The level of transparency and data is incredibly actionable. It literally says here’s the issue, here’s how to fix it. I think it will be helpful for all publishers.”
-Katya Moukhina, Director of Programmatic Operations, POLITICO

We're already starting to see data trends that can give publishers insights into the most common offending ads. Here's a look at what we know so far.

It's official: Popups are the most annoying ads on the web

Pop-up ads are the most common annoying ads found on publisher sites. On desktop they account for 97 percent of the violations!  These experiences can be bad for business: 50 percent of users surveyed say they would not revisit or recommend a page that had a pop-up ad.

Instead of pop-ups, publishers can use less disruptive alternatives like full-screen inline ads. They offer the same amount of screen real estate as pop-ups—without covering up any content. Publishers can find more tips and alternatives in our best practices guide.

Mobile and desktop have different issues

On mobile the issues are more varied. Pop-ups account for 54 percent of issues found, while 21 percent of issues are due to high ad density: A mobile page flooded with ads takes longer to load, and this makes it harder for people to find what they're looking for.

Most issues come from smaller sites with fewer resources

Our early reporting shows that most issues are not coming from mainstream publishers, like daily newspapers or business publications. They come from smaller sites, who often don’t have the same access to quality control resources as larger publishers.

To help these publishers improve their ads experiences, we review sites daily and record videos of the ad experiences that have been found non-compliant with the Better Ads Standards. If a site is in a “failing” or “warning” state, their Ad Experience Report will include these visuals, along with information about the Better Ad Standards and how the issues may impact their site.

Looking ahead

Over the next few weeks we’ll begin notifying sites with issues. For even more insights on the types of sites and violations found, publishers can visit The Ad Experience Report API.

The good news is that people don’t hate all ads—just annoying ones. Replacing annoying ads with more acceptable ones will help ensure all content creators, big and small, can continue to sustain their work with online advertising. This is why we support the Coalition’s efforts to develop marketplace guidelines for supporting the Better Ads Standards and will continue working with them on the standards as they evolve.

There’s already a huge amount of innovation in virtual reality and immersive storytelling—with many newsrooms experimenting and succeeding in the field—but for some, the ability to create 360 content can still be limited.

Perhaps predicting the rise of 360 technology, in 2014 Australian creative agency Grumpy Sailor worked with Google’s Creative Lab in Sydney on an experiment called Story Spheres, which stitches together photos and audio. It allows journalists, documentary makers and educators to tell powerful stories if they don’t have access to video.

Working with the same team behind the first prototype, the Google News Lab is now supporting the next iteration of the project. Today new features will help publishers—from individual journalists to large newsrooms—create and brand their immersive audio experiences. A new website will help journalists brand their creations with their own logos, help them credit their work and embed it on their own website. It’s now even simpler to upload a 360 image, edit the imagery, add an audio layer and navigate from one experience to another.

In the UK, Trinity Mirror has already experimented with the new tool: The Liverpool Echo took their readers through the famous dockyards of the city, and the Manchester Evening News provided a snapshot of the flowers and balloons placed in St Ann’s Square as a tribute for the Manchester terrorist attacks. In Norway, Nettavisen has been experimenting with the tool by giving their readers a glimpse at the best podcasts for their readers this summer.

Emily McCartney, a coder and “techxplorer” at Grumpy Sailor, says the improved tool will help users, too: "There's so much news to consume, and people want to be able to jump between stories without losing any time, and Story Spheres help you do that."

Discover the tool for yourself, made by Grumpy Sailor with the support of Creative Lab in Sydney and the Google News Lab.

There’s already a huge amount of innovation in virtual reality and immersive storytelling—with many newsrooms experimenting and succeeding in the field—but for some, the ability to create 360 content can still be limited.

Perhaps predicting the rise of 360 technology, in 2014 Australian creative agency Grumpy Sailor worked with Google’s Creative Lab in Sydney on an experiment called Story Spheres, which stitches together photos and audio. It allows journalists, documentary makers and educators to tell powerful stories if they don’t have access to video.

Working with the same team behind the first prototype, the Google News Lab is now supporting the next iteration of the project. Today new features will help publishers—from individual journalists to large newsrooms—create and brand their immersive audio experiences. A new website will help journalists brand their creations with their own logos, help them credit their work and embed it on their own website. It’s now even simpler to upload a 360 image, edit the imagery, add an audio layer and navigate from one experience to another.

In the UK, Trinity Mirror has already experimented with the new tool: The Liverpool Echo took their readers through the famous dockyards of the city, and the Manchester Evening News provided a snapshot of the flowers and balloons placed in St Ann’s Square as a tribute for the Manchester terrorist attacks. In Norway, Nettavisen has been experimenting with the tool by giving their readers a glimpse at the best podcasts for their readers this summer.

Emily McCartney, a coder and “techxplorer” at Grumpy Sailor, says the improved tool will help users, too: "There's so much news to consume, and people want to be able to jump between stories without losing any time, and Story Spheres help you do that."

Discover the tool for yourself, made by Grumpy Sailor with the support of Creative Lab in Sydney and the Google News Lab.

While advances in immersive storytelling—360 video, virtual reality, augmented reality and drones—have the potential to make journalism richer and more engaging, it can be challenging for journalists to adopt and embrace these new tools. In 2016, the Google News Lab, the John S. and James L. Knight Foundation and the Online News Association created Journalism 360, a coalition of hundreds of journalists from around the world to build new skills required to tell immersive stories. Today, the coalition announced the 11 winners of its first grant challenge, which will fund projects to tackle some of the most critical challenges facing the advancement of immersive journalism: the need for better tools and trainings, the development of best practices, and new use cases.

Here’s a bit more about the winning projects:

• Aftermath VR app: New Cave Media, led by Alexey Furman in Kyiv, Ukraine.
  An app that applies photogrammetry, which uses photography to measure and map objects, to recreate three-dimensional scenes of news events and narrate what happened through voiceover and archival footage.
  
  
• AI-generated Anonymity in VR Journalism: University of British Columbia, led by Taylor Owen, Kate Hennessy and Steve DiPaol in Vancouver, Canada.
  Helps reporters test whether an emotional connection can be maintained in immersive storytelling formats when a character’s identity is hidden.
  
  
• Community and Ethnic Media Journalism 360: City University of New York, led by Bob Sacha in New York. 
  Makes immersive storytelling more accessible to community media (local broadcasters, public radio and TV, etc.) and ethnic media through hands-on training and access to equipment. The team also aims to produce a “how to” guide for using immersive storytelling to cover local events such as festivals.
  
  
• Dataverses: Information Visualization into VR Storytelling: The Outliers Collective, led by Oscar Marin Miro in Barcelona, Spain.
  Makes it easier to integrate data visualizations into immersive storytelling through a platform that includes virtual reality videos, photos and facts. For example, a user could show a map of the Earth highlighting places without water access, and link each area to a virtual reality video that explores the experience of living there.
  
  
• Facing Bias: The Washington Post, led by Emily Yount in Washington, D.C. 
  Develops a smartphone tool that will use augmented reality to analyze a reader's facial expressions while they view images and statements that may affirm or contradict their beliefs. The aim is to give readers a better understanding of their own biases.
  
  
• Spatial and Head-Locked Stereo Audio for 360 Journalism: NPR, led by Nicholas Michael in Washington, D.C.
  Develops best practices for immersive storytelling audio by producing two virtual reality stories with a particular focus on sound-rich scenes. The project will explore, test and share spatial audio findings from these experiments.

• Immersive Storytelling from the Ocean Floor:  MIT Future Ocean Lab, led by Allan Adams in Cambridge, Massachusetts.
  Creates a camera and lighting system to produce immersive stories underwater and uncover the hidden experiences that lie beneath the ocean’s surface.

• Location-Based VR Data Visualization: Arizona State University, Cronkite School of Journalism, led by Retha Hill in Tempe, Arizona.
  Helps journalists and others easily create location-based data visualizations in a virtual reality format. For example, users could explore crime statistics or education data on particular neighborhoods through data overlays on virtual reality footage of these areas.

• Voxhop by Virtual Collaboration Research Inc.:  Ainsley Sutherland in Cambridge, Massachusetts.
  Makes it easy to craft audio-driven virtual reality stories through a tool that would allow journalists to upload, generate or construct a three-dimensional environment and narrate the scene from multiple perspectives. For example, a reporter could construct a three-dimensional crime scene and include voiceovers detailing accounts of what transpired in the space.

• Scene VR: Northwestern University Knight Lab, led by Zach Wise in Evanston, Illinois.
  Develops a tool that would make it easier for journalists and others to create virtual reality photo experiences that include interactive navigation, using their smartphone or a camera.

• The Wall: The Arizona Republic and USA TODAY Network, led by Nicole Carroll in Phoenix, Arizona.
  Uses virtual reality, data and aerial video, and documentary shorts to bring the story of the proposed border wall between the United States and Mexico to life.

Over the course of the next year, the project leads will share their learnings on the Journalism 360 blog. Because this is all about building community, the recipients will also gather at the Online News Association’s annual conference in Washington, D.C. this September to discuss their projects, answer questions and share their progress. In early 2018, they will present their finished projects.

To learn more about Journalism 360, follow the blog or on Twitter. You can learn more about the Google News Lab’s work in immersive journalism on our website.