1. LATEST ADBLOCKING
INSIGHTS FROM PAGEFAIR
FIPP MEMBERS’ WEBINAR
Dr Johnny Ryan
johnny@pagefair.com

2. Device manufacturers
implementing mobile blocking
Apple
Sept. 2015
298 M devices
(2016)
Apple projection based on Q1 2016 and Q4 2015 figures. Asus projection drawn from Asus Q4 investor briefing. Samsung projection drawn from Gartner estimate.
UC Browser figure drawn from SEC filing from owning company Alibaba in 2015.

3. UC Browser
ver 9.9.2
Aug. 2014
100s of millions of users
(2016)
Mobile browser(s)
with blocking by default
Device manufacturers
implementing mobile blocking
Apple
Sept. 2015
298 M devices
(2016)
Apple projection based on Q1 2016 and Q4 2015 figures. Asus projection drawn from Asus Q4 investor briefing. Samsung projection drawn from Gartner estimate.
UC Browser figure drawn from SEC filing from owning company Alibaba in 2015.

4. UC Browser
ver 9.9.2
Aug. 2014
100s of millions of users
(2016)
Samsung
Jan. 2016
320 M
devices (2015)
Apple
Sept. 2015
298 M devices
(2016)
Apple projection based on Q1 2016 and Q4 2015 figures. Asus projection drawn from Asus Q4 investor briefing. Samsung projection drawn from Gartner estimate.
UC Browser figure drawn from SEC filing from owning company Alibaba in 2015.
Mobile browser(s)
with blocking by default
Device manufacturers
implementing mobile blocking

5. UC Browser
ver 9.9.2
Aug. 2014
100s of millions of users
(2016)
Samsung
Jan. 2016
320 M
devices (2015)
Asus
Dec. 2015
30 M
devices (2016)
excluding China
Mobile browser(s)
with blocking by default
Device manufacturers
implementing mobile blocking
Apple
Sept. 2015
298 M devices
(2016)
Apple projection based on Q1 2016 and Q4 2015 figures. Asus projection drawn from Asus Q4 investor briefing. Samsung projection drawn from Gartner estimate.
UC Browser figure drawn from SEC filing from owning company Alibaba in 2015.
User-installation required Pre-installed by manufacturer

6. UC Browser
ver 9.9.2
Aug. 2014
100s of millions of users
(2016)
Samsung
Jan. 2016
320 M
devices (2015)
Asus
Dec. 2015
30 M
devices (2016)
excluding China
Mobile browser(s)
with blocking by default
Device manufacturers
implementing mobile blocking
Apple
Sept. 2015
298 M devices
(2016)
Apple projection based on Q1 2016 and Q4 2015 figures. Asus projection drawn from Asus Q4 investor briefing. Samsung projection drawn from Gartner estimate.
UC Browser figure drawn from SEC filing from owning company Alibaba in 2015.
User-installation required Pre-installed by manufacturer
only 4.5 M
downloads
will it launch?
may be similar
to iOS?

9. ISP
DEVICE
BROWSER
BROWSER EXTENSION
Hierarchy of main blocking methods

10. 400 M
300 M
Dec 2014 May 2015 Oct 2015 Mar 2016
200 M
Global
(mobile browser that blocks by default)

11. 90% growth in 2015
408 million monthly active
users by March 2016
21% of all smartphone users
Global
(mobile browser that blocks by default)

12. Per country
(mobile browser that blocks by default)

13. Asia Pacific has 55% of global
smartphone users but 93% of
adblocking browser users.
36% of Asia-Pac smartphone
users are blocking by default.
Asia Pacific
(mobile browser that blocks by default)

14. Opt-in browser blocking

15. In-app advertising
is no longer
immune

16. In-app blocking

17. These screens are taken from an app
called Friendly Social
Example:
Facebook & Instagram

18. Europe & North America
(Various mobile blocking methods)

19. The cost of ad blocking
PageFair and Adobe 2015 Ad Blocking Report
2013 2014 2015

21. THE
GOOD NEWS

22. AD SERVING TECHNOLOGY
THAT CAN NOT BE
CIRCUMVENTED BY
ADBLOCKERS*
*PageFair Tech

23. ARID
WASTELAND

25. 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
61%
67% 67%
% of adblock users who expressed a
willingness to view each format

26. ATTENTION
DEFICIT

27. ATTENTION V ADVERTISING
SCARCE
ATTENTION
OVER-ABUNDANT
ADVERTISING

28. ATTENTION V ADVERTISING

29. ABUNDANT
ATTENTION
SCARCE
ADVERTISING
ATTENTION V ADVERTISING

30. Attention = PLENTIFUL.
Adblock user
Ads = SCARCE.

31. Attention = PLENTIFUL.
Adblock user
Ads = SCARCE.
Definitely human.

32. Attention = SCARCE.
Normal person
Ads = OVERABUNDANT.

33. Attention = SCARCE.
Ads = OVERABUNDANT.
(Could even be a robot!)
Normal person

34. “THE BLOCKED WEB”

35. Normal Web

36. Blocked Web
Normal Web

37. No clutter.
No bots.
Normal Web
The ‘blocked web’ is steadily growing, creating a new, premium space
Over-cluttered.
Ad fraud.
Blocked Web

38. BAD IDEA

39. site
ADBLOCK WALLS

40. site
ADBLOCK WALLS
Whitelist
40-10%

41. Abandon
the site!
60-90%
site
ADBLOCK WALLS
Whitelist
40-10%

42. 1.Mobile adblocking is very significant in
Asia-Pacific.
Summary

43. 1.Mobile adblocking is very significant in
Asia-Pacific.
2.This is a warning to publishers in the
West.
Summary

44. 1.Mobile adblocking is very significant in
Asia-Pacific.
2.This is a warning to publishers in the
West.
3.Apps are no longer invulnerable.
Summary

45. 1.Mobile adblocking is very significant in
Asia-Pacific.
2.This is a warning to publishers in the
West.
3.Apps are no longer invulnerable.
4.Ads can be shown on the Blocked Web.
Summary

46. THANK YOU
johnny@pagefair.com