Cristina Constandanche from Cheetah Ad Platforms' sponsored presentation from Digiday's WTF Ad Blocking event in London - March 10, 2016.

1. The End of Ad
Harassment
Cris3na Constandache
@c_constandache

2. 2© Cheetah Mobile 2016. All rights reserved.
21M
30M
39M
54M
121M
181M
Jan 2010 Jan 2015Jan 2011 Jan 2012 Jan 2013 Jan 2014
Global Monthly Ac3ve Ad Blocking
SoAware Users (Desktop)
The Evolu*on Of Ad-Blocking
Annual growth of 41%
(Q2 2014 – Q2 2015)
Source: 2015 Ad Blocking Report – The Cost of Adblocking

3. 3© Cheetah Mobile 2016. All rights reserved. 3
WHY DO
WE
BLOCK
ADS?
They’re interrup*ve
Their design can
be annoying
OAen irrelevant
Privacy concerns about
Targeted ads
73%
55%
54%
46%
31%
Slow down web browsing
Source: : IAB UK/YouGov ‘Online Ad Blocking’

7. Ad-blockers
A Threat?
Opportunity

8. 8© Cheetah Mobile 2016. All rights reserved.
It’s Time To Change!

9. 9© Cheetah Mobile 2016. All rights reserved.
Less likely to block ads if…
• 48%-they did NOT interfere with
what they are doing
• 36% - there were fewer ads on
webpages
• 14% -they were MORE relevant
Source: : IAB UK/YouGov ‘Online Ad Blocking’,, consumer usage and aLtudes, Oct 15
Ad Blockers As A Marke*ng Opportunity
On Mobile
ONLY 19% are using ad blockers on their smartphone

10. Native Advertising Is a Tower of Babel
Sponsore
d
content
Non-
interruptive
Unique &
proprietary
Organic to
experience
In content well
Brande
d
content
In user’s
stream
Non IAB-
standards
Ads via CMS
High quality
Paid
conten
t
Custom
content
New
advertorials
8
Na*ve Ad Formats: A Real Tower Of Babel

11. We do ads
differently.

12. 12© Cheetah Mobile 2016. All rights reserved. 12
The World’s #3 Mobile App Audience*
1
12
23
2+BILLION
DOWNLOADS
* Across both iOS and Android Devices
Source: Cheetah Mobile Third Quarter 2015 results

13. 13© Cheetah Mobile 2016. All rights reserved. 13
The Three Pillars Of Na*ve Ads
THE FORMAT
THE TIMING
THE DATA

16. Turning Mobile Signals into
Marke3ng Insight

19. 19© Cheetah Mobile 2016. All rights reserved.
2-3X
Lifetime
Value
8-10X
CTR
© Cheetah Mobile 2016. All rights reserved.
Driving Results
3-5X
Engagement

20. AD BLOCKERS...
• Are NOT a phantom menace.
• Provides a marke3ng opportunity
for brands.

21. It’s all about inclusive
adver3sing NOT
intrusive adver3sing