IAB: Most Marketers Say User Experience Needs Improvement in Digital Marketing

IABAhead of the weekend, the Interactive Advertising Bureau released “Improving Digital Advertising Experiences with Liquid Creativity,” a whitepaper created in partnership with Kargo and Refinery29.

According to the report’s findings shared with MMW, nearly three-quarters (73%) of marketers and media agency executives believe that user experience needs improvement in digital marketing.

The survey’s 283 respondents cited ad clutter as the biggest obstacle to quality user experience (54%), while video and audio auto-play landed at the bottom of their list of concerns (18% and 16%, respectively). This quantitative study is augmented by interviews with seventeen industry luminaries from across the globe.

These award-winning ad creatives, top brand marketers, and major publishing leaders provide their expert opinions on how to overcome these hurdles in the face of the new “liquid audiences” that discover content across a range of mediums, devices, and platforms.

At the Cannes Lions Festival of Creativity later today, Randall Rothenberg, President and CEO, IAB, will lead a session with similar themes entitled “BLOCK YOU: Why World Class Creativity Will Obliterate Ad Blocking.”

The IAB says that Jess Greenwood, Vice President of Content and Partnerships, R/GA, and Mark Thompson, President and CEO, The New York Times Company, will join him in a conversation focusing on how creativity and technology can and should come together to deliver digital experiences that consumers will adore rather than block.