New research by digital agency hosting specialist Wirehive has found more than two thirds (68 per cent) of UK consumers feel their opinion of a brand would be negatively affected by website downtime – the period when a website crashes, stopping people from logging on.
The survey of 1,000 UK consumers revealed the inconvenience of bad web hosting will put people off buying from brands in the long-term, as 57 per cent felt they would avoid buying from a brand because of downtime. It also found negative experiences online are common, with 45 per cent reporting they had been shut out of a website they were visiting with the aim to buy something in the week before they were polled. Over half of consumers (55 per cent) reported difficulty in reaching a site to check a product or service out.
"This issue of brand safety online is one of the very reasons the Joint Industry Committee for Web Standards (JICWEBS) was set up and we have a certification system to tackle this. It enables companies involved in serving online ads to be audited and show how their processes meet the industry agreed good practice principles specifically designed to reduce the risk of ads appearing against inappropriate content.
Currently 34 companies have received this seal for Brand Safety and we advise advertisers to check whether potential ad trading partners have this certification."
Richard Foan, chairman of JICWEBS, the independent body responsible for developing standards for online ad trading.
Mew has been the IAB’s Chief Operating Officer since September 2014. He joined in November 2008 as the first Head of Mobile, before moving into the role of Director of Mobile and Operations which involved merging mobile into the core part of the business. This year mobile overtook desktop to become the biggest digital platform, in terms of display adspend.
Mew has worked across a variety of media and prior to the IAB held senior marketing roles at Freeserve and Orange. [more…]
Technology leader in blog and influencer marketing blogfoster (www.blogfoster.com) headquartered in Berlin, is looking to open up a local office in London. The Berlin based tech start-up, founded in 2013, has created a scalable software solution that connects advertisers, bloggers and influencers.