BARCELONA — Mobile ads are going to have to change if they are to recapture interest from consumers whom they are putting off with too-pushy experiences, says a leading advertising executive.

Facebook EMEA publisher ad technology head Yoav Arnstein says the industry has got it wrong.

“With the shift to mobile, there is growing concern as to the ability of publishers to monetize while balancing the right consumer experience,” he tells Beet.TV in this video interview.

“We’ve seen the rise of ad blocking. We have basically taken it too far and have created experiences for consumers that they are not happy with.

“The format is not engaging, consumers are very opinionated about that. The tools are antiquated, they’re not suitable for a mobile environment. The overall experience is not relevant or engaging.”

Ad blocking is rising to levels that are worrying advertises. In the latest survey, IAB UK found 22% of Britons used ad blocking software.

Arnstein, who runs part of Facebook’s off-site Audience Network, says it’s a problem for publishers – up to 40% of their traffic is coming from mobile, and about 93% of their ad inventory is mobile web, the kind most affected by ad blockers.

He wants to “take significant budgets from advertisers”, but says: “Native is the only thing that will work … creating a different type of monetization solution that is much more native-driven.”


This video was is part of Beet.TV’s coverage of Mobile World Congress presented by Light Reaction.   Please visit this page for additional videos from Barcelona.