$15.0 Industry (IAB)
- Declining CPMs
- Shift to Mobile
Last 5 Years, Advertising Isn’t Funding It
The need to monetize
has led to
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
Source: Ghostery TrackerMap for Washington Times – Apr 12, 2016.
One Click, One Page on the Net
Ad Blocking Adoption Will Grow…
Interested (3-5 on 5-point
Very/Somewhat likely to
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.
① 100% Focus on Consumers
② Purge the “Trust Parasites”
③ Deliver On Premium, Increase Value
Three Key Takeaways
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