Ad Blockers: Why one in four users uses them

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This is our presentation for the All Things Facebook congress in Athens, Greece on 25 November 2013.

It discusses the issue of Ad Blockers, for which most marketers know nothing about and gives solutions to the problem.

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Ad Blockers: Why one in four users uses them

  1. 1. @suitGR AD BLOCKERS: WHY DOES ONE IN FOUR USERS USE THEM? George Anagnostopoulos CEO @ Socialab
  2. 2. Digital Marketing experience of 14 years behind this presentation
  3. 3. Skip  Ad  in    5  seconds        
  4. 4. Skip  Ad  in    4  seconds        
  5. 5. Skip  Ad  in    3  seconds        
  6. 6. Skip  Ad  in    2  seconds        
  7. 7. Skip  Ad  in    1  second        
  8. 8. Skip  Ad  
  9. 9. The video for the #1 plugin: Ad Blocker Plus
  10. 10. Probably the biggest Ad Blocker in history, since it does not play Flash files.
  11. 11. WTF
  12. 12. Taboo Maybe you’ve not really heard about Ad Blockers because it’s a taboo subject within the industry. It will probaby break the news big time in 2014, because it’s an issue that sells. And traditional media will not want to leave the opportunity to hit back to digital media. So please, do not panic when you hear about them.
  13. 13. Old stuff It’s not something new. TV has already had Ad Blocking thanks to DVRs. TiVo, the mighty DVR, has an ad-skipping feature. But, they won’t mention it on their website for reasons of plausible deniability in case of lawsuits.
  14. 14. Limited userbase One in four users, they say. My experience in Greece says that we are laggers in adopting Ad Blockers and less than 5% of the Internet population are using them. Even though installation is a breeze, Ad Blockers are mostly installed by Internet-savvy users, in my opinion.
  15. 15. Facebook is safe Who loses? Brands who advertise on publishers who either offer aggressive formats or who do not track advertising performance. Unlike them, Facebook tracks Ads CTR among thousands of other things to ensure a good user experience. Plus most advertisers use the CPC model on Facebook, so they don’t really lose out on their results.
  16. 16. The Web
  17. 17. 5 RULES
  18. 18. YOU DO NOT 1 TALK ABOUT FIGHT CLUB
  19. 19. 1 TREAT YOUR AUDIENCE AS KING
  20. 20. 2 SPREAD IDEAS AND MOVE PEOPLE
  21. 21. BLAH BLAH BLAH BLAH B BLAH BLAH
  22. 22. 3 HELP THEM SEE WHAT YOU ARE SAYING
  23. 23. 4 DESIGN BEAUTIFUL CAMPAIGNS ENGAGEMENT
  24. 24. 5 CULTIVATE HEALTHY RELATIONSHIPS
  25. 25. MEASURE MEASURE MEASURE!
  26. 26. ADJUST ADJUST ADJUST!
  27. 27. SUCCEED SUCCEED SUCCEED!
  28. 28. PLAN
  29. 29. PLAN
  30. 30. socialab.gr  

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