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Monday 5 October 15 Dr. Johnny Ryan / johnny@pagefair.com
HOW AD BLOCKING WORKS Monday 5 October 15
Web server Ad server Monday 5 October 15
Web server Ad server Monday 5 October 15
Advertisements Advertisement Web server Ad server Monday 5 October 15
Web server Ad server Ad blocking active Monday 5 October 15
Web server Ad server Ad blocking active Monday 5 October 15
Advertisement Advertisement Web server Ad server Ad blocking active Monday 5 October 15
Web server Ad blocking active Monday 5 October 15
Web server Ad blocking active Monday 5 October 15
Numbers Monday 5 October 15
10% Average for news: (much higher for video) Monday 5 October 15
200 M 100 M mid 2009 mid 2011 mid 2013 mid 2015 50 M Count of global ad block users Monday 5 October 15
80%learn about ad blocking from friends / web / social mediaMonday 5 October 15
EU: IE 18% GB 20% DK 23% DE 25% NL 14% BE 12% FR 10% ES 16% PT 21% CH 11% PL 35% LT 19% LV 15% EE 25% FI 19% SE 25% IT 13%...
Mobile <3% in the West Monday 5 October 15
Asian mobile browsers with blocking on by default Monday 5 October 15
Maxthon ver 4.4.4.2000 (Feb. 2015) UC Browser Owned by Alibaba ver 9.9.2 (Aug. 2014) 264 million installs 120 million inst...
Firefox Mobile Monday 5 October 15
16% of Firefox Mobile users were blocking ads (at end Q2 2015) Monday 5 October 15
Who is blocking ads? Monday 5 October 15
18-29 30-44 45-60 >60Age Monday 5 October 15
Why people block •Ads obscure content. •Privacy. •Bandwidth. •Slow website load. •Because they can. Monday 5 October 15
The big picture Monday 5 October 15
The need to monetize has led to unrestrained advertising. 1 Monday 5 October 15
The need to monetize has led to unrestrained advertising. Increase in ad volume and page clutter. Increase in experience i...
The need to monetize has led to unrestrained advertising. Increase in ad volume and page clutter. Increase in experience i...
The need to monetize has led to unrestrained advertising. Increase in ad volume and page clutter. Increase in experience i...
Strategy Monday 5 October 15
Ask nicely <1% conversion rate 3 strategies that failed: Monday 5 October 15
Ask firmly This only work for publishers of exclusive long-form content (e.g. TV series) Ask nicely <1% conversion rate 3 s...
Ask firmly This only work for publishers of exclusive long-form content (e.g. TV series) Ask nicely <1% conversion rate Tre...
i. Avoid trench warfare, ii. put back ads, but iii. make sure people do not rebel against those ads. Monday 5 October 15
We need to end the cycle We can serve ads to them, but... what should we serve? We do not want to put back the ads they ha...
0% 30% 60% Popover Video non- skippable mid-roll Display with audio Video non- skippable pre-roll Interstitial Animated di...
Principles needed For the ad-blocking audience. Monday 5 October 15
ADVERTISING 2.0 Monday 5 October 15
Monday 5 October 15
1. Publishers - not advertisers - feel the pain Summary Monday 5 October 15
1. Publishers - not advertisers - feel the pain 2. Ad blocking driven by bad ads Summary Monday 5 October 15
1. Publishers - not advertisers - feel the pain 2. Ad blocking driven by bad ads 3. We can put ads back Summary Monday 5 O...
1. Publishers - not advertisers - feel the pain 2. Ad blocking driven by bad ads 3. We can put ads back 4. ...but publishe...
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Data & Analytics
Oct. 05, 2015
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Ad blocking presentation at World Publishing Expo 2015 (Hamburg)

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Data & Analytics
Oct. 05, 2015
1,290 views

PageFair data and overview on ad blocking. Presented by Dr. Johnny Ryan at the World Publishing Expo, Hamburg, October 2015

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Ad blocking presentation at World Publishing Expo 2015 (Hamburg)

  1. 1. Monday 5 October 15 Dr. Johnny Ryan / johnny@pagefair.com
  2. 2. HOW AD BLOCKING WORKS Monday 5 October 15
  3. 3. Web server Ad server Monday 5 October 15
  4. 4. Web server Ad server Monday 5 October 15
  5. 5. Advertisements Advertisement Web server Ad server Monday 5 October 15
  6. 6. Web server Ad server Ad blocking active Monday 5 October 15
  7. 7. Web server Ad server Ad blocking active Monday 5 October 15
  8. 8. Advertisement Advertisement Web server Ad server Ad blocking active Monday 5 October 15
  9. 9. Web server Ad blocking active Monday 5 October 15
  10. 10. Web server Ad blocking active Monday 5 October 15
  11. 11. Numbers Monday 5 October 15
  12. 12. 10% Average for news: (much higher for video) Monday 5 October 15
  13. 13. 200 M 100 M mid 2009 mid 2011 mid 2013 mid 2015 50 M Count of global ad block users Monday 5 October 15
  14. 14. 80%learn about ad blocking from friends / web / social mediaMonday 5 October 15
  15. 15. EU: IE 18% GB 20% DK 23% DE 25% NL 14% BE 12% FR 10% ES 16% PT 21% CH 11% PL 35% LT 19% LV 15% EE 25% FI 19% SE 25% IT 13% HR 19% RO 18% BG 16% SK 9% CZ 11% HU 23% SI 20% GR 38%AT 21% 10-38% Monday 5 October 15
  16. 16. Mobile <3% in the West Monday 5 October 15
  17. 17. Asian mobile browsers with blocking on by default Monday 5 October 15
  18. 18. Maxthon ver 4.4.4.2000 (Feb. 2015) UC Browser Owned by Alibaba ver 9.9.2 (Aug. 2014) 264 million installs 120 million installs Monday 5 October 15
  19. 19. Firefox Mobile Monday 5 October 15
  20. 20. 16% of Firefox Mobile users were blocking ads (at end Q2 2015) Monday 5 October 15
  21. 21. Who is blocking ads? Monday 5 October 15
  22. 22. 18-29 30-44 45-60 >60Age Monday 5 October 15
  23. 23. Why people block •Ads obscure content. •Privacy. •Bandwidth. •Slow website load. •Because they can. Monday 5 October 15
  24. 24. The big picture Monday 5 October 15
  25. 25. The need to monetize has led to unrestrained advertising. 1 Monday 5 October 15
  26. 26. The need to monetize has led to unrestrained advertising. Increase in ad volume and page clutter. Increase in experience interruption. Increase in data snooping. 2 1 Monday 5 October 15
  27. 27. The need to monetize has led to unrestrained advertising. Increase in ad volume and page clutter. Increase in experience interruption. Increase in data snooping. Decline in audience goodwill, Decline in attention to ads, Decline in trust. 2 1 3 Monday 5 October 15
  28. 28. The need to monetize has led to unrestrained advertising. Increase in ad volume and page clutter. Increase in experience interruption. Increase in data snooping. Decline in audience goodwill, Decline in attention to ads, Decline in trust. Advertising blocking by users 2 1 3 4 Monday 5 October 15
  29. 29. Strategy Monday 5 October 15
  30. 30. Ask nicely <1% conversion rate 3 strategies that failed: Monday 5 October 15
  31. 31. Ask firmly This only work for publishers of exclusive long-form content (e.g. TV series) Ask nicely <1% conversion rate 3 strategies that failed: Monday 5 October 15
  32. 32. Ask firmly This only work for publishers of exclusive long-form content (e.g. TV series) Ask nicely <1% conversion rate Trench warfare/cat & mouse Ad blockers retaliate and block all javascript on site 3 strategies that failed: Monday 5 October 15
  33. 33. i. Avoid trench warfare, ii. put back ads, but iii. make sure people do not rebel against those ads. Monday 5 October 15
  34. 34. We need to end the cycle We can serve ads to them, but... what should we serve? We do not want to put back the ads they have already rebelled against i. Avoid trench warfare, ii. put back ads, but iii. make sure people do not rebel against those ads. Monday 5 October 15
  35. 35. 0% 30% 60% Popover Video non- skippable mid-roll Display with audio Video non- skippable pre-roll Interstitial Animated display Video skippable mid-roll Video skippable pre-roll Still image Text display % of people who do block ads who expressed some willingness to view ads Monday 5 October 15
  36. 36. Principles needed For the ad-blocking audience. Monday 5 October 15
  37. 37. ADVERTISING 2.0 Monday 5 October 15
  38. 38. Monday 5 October 15
  39. 39. 1. Publishers - not advertisers - feel the pain Summary Monday 5 October 15
  40. 40. 1. Publishers - not advertisers - feel the pain 2. Ad blocking driven by bad ads Summary Monday 5 October 15
  41. 41. 1. Publishers - not advertisers - feel the pain 2. Ad blocking driven by bad ads 3. We can put ads back Summary Monday 5 October 15
  42. 42. 1. Publishers - not advertisers - feel the pain 2. Ad blocking driven by bad ads 3. We can put ads back 4. ...but publishers must decide what ads to show people who block Summary Monday 5 October 15

  • SungjoonLee4

    Sep. 25, 2018

PageFair data and overview on ad blocking. Presented by Dr. Johnny Ryan at the World Publishing Expo, Hamburg, October 2015

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