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Ads overtook content

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MAY 2016
ADS OVERTOOK CONTENT
The influence of advertising on user experience
The purpose of this study is to show that while premium publishers care deeply
about the ad exposure that they impose on t...
We selected three geographies for this study: the United States, France, and
Germany.
These countries were chosen because ...
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Ads overtook content

  1. 1. MAY 2016 ADS OVERTOOK CONTENT The influence of advertising on user experience
  2. 2. The purpose of this study is to show that while premium publishers care deeply about the ad exposure that they impose on their users, they lack control over the advertising technologies that power their websites. We believe that the misuse and lack of control over advertising technologies is a major, if not the major, contributing factor to the increasing use and adoption of Ad blocking solutions. It is our hypothesis that advertising technologies are negatively impacting publi- sher websites and causing users to be frustrated by slow page load, tracking that exploits personal data, and the over exposure to ads. We conducted this study in order to measure the role of ads in poor user experience. Take Aways • Ads only take up 9% of the surface of the average webpage in the US • But the time needed to load ads represents over 50% of the total load time of page • On average, 53 third-parties are involved behind the scenes of a page, syncing data, cookies, etc. ABOUT THIS STUDY SECRET MEDIA Ads Overtook Content
  3. 3. We selected three geographies for this study: the United States, France, and Germany. These countries were chosen because they have some of the highest proportions of ad block users. In order to understand how much advertising was affecting user experience, we selected the top 25 media companies in each geography based on audience size. For each media website, we focused on 5 measurements: 1. The total load time of the page 2. The bandwidth required to load the page 3. The number of URL calls 4. The number of 3rd parties called 5. The graphical/physical space taken up by ads We collected each measurement multiple times for each website: 1/2 of the time with an Ad blocker enabled and 1/2 of the time without. *All cookies and browsing history was deleted between measurements in order to avoid bias from cached cookie/session data. The difference between the non-Adblocked measurements and Adblocked measurements allowed us to identify what part of the load time, of the URL requests, and of the bandwidth was directly due to ads. To calculate measurement #5, we calculated the percentage of each webpage taken up by ads and then combined the data of all 25 websites in order to have one final average per country. We have provided the logos of those media companies that were selected for this study but have anonymized the data in order to not point direct fingers. There is no correlation between the order of the logos and the numbered graphs. METHODOLOGY SECRET MEDIA Ads Overtook Content
  4. 4. Ads represent 9% of the graphic space of the page BUT ACCOUNT FOR 54% of the load time 55% of the bandwidth There are 279 ad URL requests From 53 3rd parties collecting data and US Full study available at http://www.secretmedia.com/secretmedianews/
  5. 5. Ads represent 4% of the graphic space of the page BUT ACCOUNT FOR 70% of the load time 39% of the bandwidth There are 372 ad URL requests From 58 3rd parties collecting data FRANCE Full study available at http://www.secretmedia.com/secretmedianews/ and
  6. 6. Ads represent 6% of the graphic space of the page BUT ACCOUNT FOR 59% of the load time 33% of the bandwidth There are 215 ad URL requests From 38 3rd parties collecting data GERMANY Full study available at http://www.secretmedia.com/secretmedianews/ and
  7. 7. TOP 25 MEDIA US TOP 25 MEDIA GERMANY TOP 25 MEDIA FRANCE SECRET MEDIA Ads Overtook Content
  8. 8. 0 200 400 600 800 1000 1200 1400 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15 #16 #17 #18 #19 #20 #21 #22 #23 #24 #25 0 10 20 30 40 50 60 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15 #16 #17 #18 #19 #20 #21 #22 #23 #24 #25 US URL REQUESTS (per page) 0 10 20 30 40 50 60 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15 #16 #17 #18 #19 #20 #21 #22 #23 #24 #25 BANDWITH (in MB) LOAD TIME (in sec) Adblock No Adblock Due to ads SECRET MEDIA Ads Overtook Content
  9. 9. FRANCE 0 200 400 600 800 1000 1200 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15 #16 #17 #18 #19 #20 #21 #22 #23 #24 #25 URL REQUESTS (per page) Adblock No Adblock 0 2 4 6 8 10 12 14 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15 #16 #17 #18 #19 #20 #21 #22 #23 #24 #25 BANDWITH (in MB) 0 20 40 60 80 100 120 140 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15 #16 #17 #18 #19 #20 #21 #22 #23 #24 #25 LOAD TIME (in sec) Due to ads SECRET MEDIA Ads Overtook Content
  10. 10. GERMANY 0 100 200 300 400 500 600 700 800 900 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15 #16 #17 #18 #19 #20 #21 #22 #23 #24 #25 URL REQUESTS (per page) 0 5 10 15 20 25 30 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15 #16 #17 #18 #19 #20 #21 #22 #23 #24 #25 BANDWITH (in MB) 0 10 20 30 40 50 60 70 80 90 100 #1 #2 #3 #4 #5 #6 #7 #8 #9 #10 #11 #12 #13 #14 #15 #16 #17 #18 #19 #20 #21 #22 #23 #24 #25 LOAD TIME (in sec) Due to ads SECRET MEDIA Ads Overtook Content Adblock No Adblock
  11. 11. Secret Media, launched in 2014, is a New York-based advertising technology company focus on helping publishers create a sustainable user ad experience. Our technology allows publishers to visualize and control the advertising technologies that impact the user experience they provide. With better control, publishers can recapture adblocked inventory while simultaneously creating a better experience for their users. ABOUT SECRET MEDIA www.secretmedia.com For more information, contact us at customer@secretmedia.com

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