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Jason Kint

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ISOJ 2016

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Jason Kint

  1. 1. ISOJ 2016 Can advertising still subsidize journalism? The ad blocking war and the news organizations’ efforts to create new revenue streams Jason Kint @jason_kint April 15, 2016
  2. 2. Please follow us at: @DCNorg ① Who is DCN ② The Trust Crisis ③ The Opportunity Agenda
  3. 3. Advancing the Future of Trusted Content
  4. 4. $0.0 $5.0 $10.0 $15.0 Industry (IAB) DCN estimate - Declining CPMs - Viewability - Fraud - Shift to Mobile Last 5 Years, Advertising Isn’t Funding It 2010 2015
  5. 5. 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 Trust Crisis
  6. 6. Source: Ghostery TrackerMap for Washington Times – Apr 12, 2016. One Click, One Page on the Net
  7. 7. Ad Blocking Adoption Will Grow… 50% 9% 28% 5% 0% 10% 20% 30% 40% 50% 60% Interested (3-5 on 5-point scale) Very/Somewhat likely to use Discounted estimate of likely to use Total Somewhat likely Very likely Interest and Intent to try ad blocking software Source: Digital Content Next Ad Block Report. Dec 2015.
  8. 8. …Creating A Unicorn Opportunity 0 20 40 60 80 100 120 140 160 180 2010 2011 2012 2013 2014 2015 GlobalAudience (millions)
  9. 9. ① 100% Focus on Consumers ② Purge the “Trust Parasites” ③ Deliver On Premium, Increase Value Three Key Takeaways

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