Online advertising needs to die: The many upsides of ad blocking and how publishers can help to remedy the issue.

1. Ad blocking:
We Had it Coming

2. Is the internet really open?

3.  Modern homepage  Modern encyclopedia
 Modern traffic cop  Modern storefront
Meet: the gatekeepers

4. David Vs. WhatsHisName
 Network of over 1 Million sites
 IPO in 2011
 Peak market cap: > $2BN
 Revenue: over $100K per day
 “Panda” release in 02/2012
 Traffic declined by 85%
 Current market cap: $123
Million

5. A reality check

6. The announcements

7. The reactions…

8. Pop-up & banner ads
PROS
 Helps advertisers reach their
performance goals
 Monetization for publishers
 Puts products/services in front
of users they may not have
been aware of
CONS
 For publishers, redirects users off
the site
 For advertisers, lowers brand value
 For users, bad UX

9. Real value?

10. Ad blockers usage
Sources: Pagefair, Forbes
 Installed on ~12% of desktop
browsers
 70% YoY growth
 In some countries (Poland,
Sweden, Denmark, Greece)
nearly one quarter of the
online population has
adblocker installed
 41% of 18-29 year olds polled
said they use adblock

11. Legitimate consumer choice
or
Theft?

12. Some annoying dilemmas?
 Pop-ups

13. Using ad blocker

14. Mobile view with ads
“Sticky” banner

15. Interstitial on every click

16. Publishers fight back

17. Native advertising

18. The effectiveness of native ads
NATIVE ADS
32%
BANNER ADS
23%
NATIVE ADS
52%
BANNER ADS
34%
Lift in brand favorability Lift in purchase intent
Consumers looked at original editorial content and native ads for a similar amount of
time
NATIVE ADS
1 min
ORGANIC CONTENT
1.2 min
Source: Sharethrough/IPG Media Lab - 2014

19. Example (Playbuzz)
Engagement rate
91%
Completion rate
86%
Avg. duration
2:18Min
Prime location
promotion on
Playbuzz.com

20. My $0.02
 The users have voted
 A cat and mouse chase is bad for both sides
 The gatekeeper may be evil, but WE should be honest
 Whether the threat is real or not, it’s a great wake up call