For the last several years, the trends in the digital publishing industry have been focused on answering the questions: “Where can I get more impressions?” or “Where can we place videos for more video views?” In other words, the volume of impressions has ruled the publisher world for the past 30 years as the sign of maximizing revenue and performance.
Here at Bloomberg Media, we decided to start asking ourselves the hard questions: “How does this extra ad impact our users?” and “What is the impact of video ads versus images.” Not only did we ask ourselves, we polled our subscribers — and the message was consistent, our ads were disrupting them from consuming more content.
So, when we took on the work to improve our ad experience, we looked for opportunities to make a better experience for users that creates better value for our advertisers.
