membership

AIMM & MCP INSIGHT collaborate to help industry improve their Google Ads marketing

Posted on by Andrea Putnam-Moorcroft

 

aimm and MCP Insight logos overlaid on background with keyboard for the release of the Google Ads Best Practice Document.

28th January 2025

aimm the specialist UK trade association for the interactive media industry are pleased to announce the release of their Google Responsive Display Ads Best Practice Guidance to help businesses not only prosper but stay compliant while they are doing it.

The guidance provides broad principles as a foundation to understanding better ad design for Google Responsive Design Ads (RDA) and to improve compliance with approved industry standards.

Google RDAs is big business, so getting it right is important. Reaching a larger audience and optimising your conversions and boosting click through rates is the goal for any business wanting to advertise. Which is why so many businesses are now turning to RDA’s to do just that.

Google Responsive Display Ads (RDAs) offer advertisers significant benefits by automating the ad creation process, enabling ads to adjust in size, format, and layout to fit various placements across the Google Display Network.

However, this flexibility can create issues when key information or contextual elements, aligned with regulator and MNO codes, are omitted or not displayed in a sufficiently prominent manner. These kinds of issues can lead to consumer confusion, increasing the likelihood of consumer complaints and potentially result in regulatory action.

Industry Guidance

That’s why aimm has created their Best Practice Guide, that came from their new Google Ads Working Group. The Google Ads Working Group formed by aimm and co-chaired by MCP Insight, is for its members to understand the correct requirements, and mitigate any increase in regulatory interest from the incorrect use of Google Responsive Display Ads (RDA).

By following this guidance, Advertisers, including those entering the market for the first time, can help ensure compliance with industry standards. Therefore reducing the risk of regulatory intervention, and protect the long-term sustainability of this advertising channel as a viable and trusted marketing tool.

Joanna Cox, General Manager of aimm said: “aimm’s remit is to work with its members to negotiate the regulatory environment in which they operate. We’re delighted to publish this document, in conjunction with MCP Insight, which is a perfect example of member collaboration, where Merchants across Industry, have come together to proactively create agreed best practices for the good of the consumer and the longevity of the market.”

Some of the topics covered in the paper include key recommendations for ad design, how Google RDAs work, Google Ad policies and examples of advertising flows, as well as an overview of the regulatory requirements for this area to help guide businesses about the best choices available.

The aimm Google RDAs Best Practice guidance is a live document which will continue to be updated as Google polices, and regulatory requirements are renewed to ensure it is a valuable resource for industry for the foreseeable future.

Kev Dawson – Director at MCP Insight added: “MCP are delighted to have worked closely with aimm and its members to gather considered views to enable the publication of this best practice document for Google RDAs. At MCP Insight, we see first-hand how important responsible advertising is – not just for protecting consumers, but also for ensuring a fair, trusted and sustainable market for everyone. This collaborative effort is a great step towards helping businesses navigate the complexities of advertising compliance, while maintaining growth alongside positive consumer experiences.”

Our Google Responsive Display Ads Best Practice Guidance is currently available to aimm members.

To learn more about becoming an aimm Member please visit our information page: https://aimm.co/benefit-table/

Did you catch aimm’s Panel session today?

Posted on by Andrea Putnam-Moorcroft

 

This morning at the Carrier Billing & Mobile Payments Summit, Joanna Cox of aimm Chaired a panel to discuss: UK Regulation: Are you Ready for the Biggest Change in a Decade? We were be joined by David Ashman of MCP Insights Ltd, Victoria Hull, from Dynamic Mobile Billing, Peter Garside of EE and Léon Dijksman from Sam Media.

This session delved into the new regulatory model that is on the horizon in the UK. With Ofcom in the process of transitioning into regulatory power over the mobile and interactive media space, this will create change across the regulatory landscape for our industry.

aimm has been working hard to not only advise and guide members about this change with workshops, but regularly liaise with both the regulators about this transition. This knowledge sharing allows for the opportunity for growth in this market to continue while maximising consumer protection.

With updates from Ofcom expected in the next couple of months; aimm is gearing up for the next round of member meetings to share our knowledge and best practice, so that all our members can enter this next regulatory phase compliant.

During the Panel session the team also discussed best practice for effective Responsive Display Ad Marketing. This is a hot topic right now for many businesses, and the focus for one of our new Working Groups at aimm.

If you are not yet a member of aimm, and want to find out more about what is required to be compliant, as well as find new opportunities for growth, get in touch about membership and joining our mailing list for our updates.

Ofcom give update on the release of their consultation

Posted on by Andrea Putnam-Moorcroft

The Future of PRS Regulation, Ofcom Consultation Update

Ofcom logo

Industry had been expecting the release for the Future of PRS Regulation Ofcom Consultation, over the next few days. However, aimm has had an update from Ofcom stating that they have had to push this date back to early November, as they iron out the final details.

aimm has a series of Consultation workshops for our members in the diaries, to provide an opportunity for an exchange of views and feedback during the consultation period (which is expected to be 8 weeks).

As we look to reschedule these for the later release date there may be the opportunity for non-members to book a seat at one of our virtual online workshops, so others across industry have the chance to add their voice alongside that of the membership.

aimm will be submitting an official response to the consultation, as we do with all regulatory consultations, and the feedback we receive from across the industry value chain during these workshops helps to shape this document.

Having a seat at one of our workshops is a valuable opportunity to have your voice heard on such a pivotal regulatory milestone. If anyone is interested in finding out more about these workshops please get in contact with aimm.

 

Share your good news PR with aimm

Posted on by Andrea Putnam-Moorcroft

aimm Members have an additional platform when it comes to sharing their PR. As well as sharing on your own channels, remember you can share it on ours as well.

Simply email the aimm team with your PR and any accompanying images and we’ll share it on our News page of our website. We will also push it out on our Twitter feed and Facebook page to help you reach a wider audience.

This is a great way to promote all the positive things that are happening in the interactive media industries.

David Birch – author and advisor of digital financial services will be speaking to aimm members next week

Posted on by Andrea Putnam-Moorcroft

We are very pleased to announce that David Birch will be speaking at our Complementary Payment Mechanics Working Group on the 31st January to chat about Crypto payments.

At this online Working Group we have the exciting opportunity to hear from renowned financial expert David Birch who will be discussing Crypto Payments – the what, when, where & why. He will be give an introduction to crypto payments and the different kinds of digital payments included in this arena, before we open the floor to members with a Q&A session.

David G.W. Birch is a global speaker, published author, thought leader, commentator and board-level advisor on digital financial services.

David has consulted to some of the world’s biggest banks, financial services organisations, telecommunications providers and IT companies about the future of electronic transactions of all kinds and speaks at events all around the world. An expert in digital money, digital identity and digital finance with a wide perspective and reasoned foresight, David was named one of the global top 15 favourite sources of business information by Wired magazine, and one of the top ten most influential voices in banking (Financial Brand); created one of the top 25 “must read’ financial IT blogs and was found to be one of the top ten Twitter accounts followed by innovators, along with Bill Gates and Richard Branson (PR Daily).

We hope members will be able to join us at our virtual online Working Group next week for this interesting session. If you want to reserve your place please contact the aimm team.