Speaking at ad:tech Performance & Innovation, 2-3rd November, London.

1. Fixing the ad-blocking
problem with Adstream++
November 2016

2. Adstream ++

3. Adstream ++

4. Adstream ++
Ad in UK
Top 10
Views
10 Million spent on
advertising
Millions

5. Adstream ++
Our Purpose.
Make mobile better.
When stuff sucks,
#makeitright.

6. Adstream ++
Network reliability.
We’ve been rated the most
reliable network in the UK by
YouGov for calls, texts and data.
Feel at Home.
Our customers save on average
£202 using their phones abroad
at no extra cost.
Most trusted network.
We’ve worked hard to win our customer’s
trust. That’s why we are the No.1 rated UK
operator on trustpilot.com (7.6/10)
We #makeitright.

7. Adstream ++

8. Adstream ++
A flawed industry.

9. Pop-up ad taking over the
whole screen.
intrusive...
The problem with mobile advertising.
irrelevant...
An ad for office furniture.
annoying ads.
Multiple ads take over the screen
and the close button is too small
to click on mobile.
Instead of
seeing the
article I want to
read, I get…

10. Direct from our customers’ mouths.
Wordcloud based on verbatims from ~550
customers from ThreeUK insight, March 2016

11. Adstream ++
“As a consumer you don’t want lots of really big ads
loading and taking up lots of your data. For us, as an
industry, ad blocking is a message we have to listen to.”
Ad-tech acknowledges the need to change.
- Tim Elkington, IAB chief strategy officer

12. Adstream ++Project Adstream ++
for 1GB
data.

13. Adstream ++
Yes, we tested ad blocking in our network
Source: Three Ad blocking trial - 6000 customers (opt-in), 24 hours, 15-16 June 2016
84% said it was effective, 46% very effective
No significant customer experience issues
Zero calls into our contact centre
72% wanted to keep using it
The technology worked and customers loved it !!
“If it was to be free I would use it
I can get to the info I want quicker
Wow, I can finally read my local newspaper online!!“

14. Adstream ++
Mobile advertising

15. Adstream ++
60% on
Customers
data.
60% on
Customers
data.
Adstream++
Together.
Let’s
#makeitright

16. Adstream ++
Customers should
not pay for data
consumed by Ads.
Privacy and security
must be protected.
Ads should be relevant
and inspirational and
not degrade the
experience.
Adstream++ principles.

17. Adstream ++
A better mobile advertising experience
where I only see relevant, optimised and
unobtrusive ads that don’t invade my
privacy or eat up my data allowance.
Customer proposition.

18. Adstream ++
Do nothing - Everything stays the same.
Join Adstream++ - Get the ultimate mobile ad experience.
Get an Ad Blocker
Customers have the freedom to choose.

19. Adstream ++
The story so far.
Industry response
Engagement
Huge response from the industry. Concern shown
over the impact on their business
Meetings with stakeholders in the industry
(companies, regulators, trade bodies)
Business Model Working with analysts to define our business model
Trial Technical customer trial to test technology

20. So…why is our initiative
good for ad:tech?
Adstream ++

21. Adstream ++
• Malware
• Fraud
• Poor ad experience
Industry needs have converged with needs of the user

22. Adstream ++
Increase media
effectiveness by 25%
Advertisers
Source: Mobilesquared: Analysis of UK Mobile Advertising Marketplace and Adstream++ Oct 2016

23. Adstream ++
Improve value of your
advertising space by 20%
Publishers
Source: Mobilesquared: Analysis of UK Mobile Advertising Marketplace and Adstream++ Oct 2016

24. Adstream ++
End users don’t need Ad-Blockers
Ad-Tech

25. Adstream ++
Lets make mobile advertising
better for our customers with
Adstream++
Adstream ++
Together

26. Next Steps.
Adstream ++
1. Work with the industry to pursue better ad standards for
consumers
2. Continue engaging with the industry on Adstream ++
3. Launch the service, encourage user adoption and #makeitright
for all of our customers

27. adstream@three.co.uk
Adstream ++