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Jason Kint

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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

Editor's Notes

  • Internet advertising market – IAB report is the best proxy – growing 15-20% per year.
    Content creators – some growing, some shrinking – but market is flat over last five years.
    Dealing with increasing levels of unviewable inventory, fake inventory, privacy now ad blocking.
  • Washington Times – 2016 April 12
  • - Ok pay attention here. 5% intend to install ad blocker in the next three months.
    - IAB UK said small amount.
  • Unicorn. Think of this audience as entirely new audience coming to you under new conditions. If you’re providing real value to the consumer in your services or content, you have a direct relationship, it’s a completely new opportunity to over deliver to them.
  • So ad blocking is an opportunity

    Drive out the companies damaging your trust
    - publishers need to better control their pages
    - advertisers push for investment in higher quality creative and less, low-risk retargeting direct response crap
    Ad tech, billions on it, what about the consumer?
    Search engines, protect the content for search, sharing
    Stop paying off Ad block plus or be transparent about deal terms

    100% focus on consumers

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