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Ad blocking(slideshare)
This document discusses the topic of ad blocking, which has grown significantly in popularity in recent years. It notes that ad blocking threatens publishers' revenue models as ads fund many free online services. While consumers use ad blocking to avoid annoying ads, publishers and advertisers argue they also have rights. Potential solutions discussed include using less intrusive ad formats like native advertising that are harder to block, as well as finding ways to implement best practices and make advertising more contextual and visually engaging. The document advocates discussing this "taboo" topic and finding creative ways to address the challenges of ad blocking.
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Ad blocking(slideshare)
- 1. Hi There… Amanda Louw Headof Publisher & Business Development AdClick Africa Media Group www.adclickafrica.com amanda@adclickafrica.com Amanda Louw Happy_Ginger
- 2.
- 3. Ads are whatmake the World Wide Web go round.
- 4. In case youhaven’t noticed (although I’m sure all of us in this room are well aware of) Online ads are what make the WWW go round. The internet wouldn’t be what it is today, without online advertising to fund it. It funds everything from FB, Twitter, YouTube, News24, IOL as well as your favourite blogs & apps. Google gets 90% of its revenue from ads, and up to 75% of its mobile advertising revenue comes from iOS! Ads are what make the WWW go round.
- 5.
- 6. Today’s presentation isabout Ad Blocking, the impact and effects it has on publishers and advertisers. Essentially, ad blocking is rife, because there’s a need for it. Have any of you ever not felt irritated, annoyed by all the malware infested and intrusive ads? Ad Blocking.
- 7.
- 8. Ad Blocking isvery much a controversial topic to discuss, particularly in our industry. It’s certainly not one of the most popular topics to discuss. But sometimes we have to talk about the unpopular topics, as they can be just as important (if not more so) than the popular ones. Unpopular.
- 9. One of themost pressing problems that publishers don’t like to talk about. Ad blocking has gone from a fringe issue to a mainstream concern that’s having an impact on publishers’ bottom lines It’s Taboo Ssh! We don’t talk about that! Ad Blocking
- 10. Ad Blocking isvery much regarded as a taboo topic to discuss in our industry. When I told 1 of my publishers that I was giving a talk about ad blocking the first thing he said to me was “Oh we don’t talk about that!” Ask yourself: When last did you talk about ad blocking? Have you given it much thought at all? Who do you discuss it with? Most of you probably answered: no, not much, not at all, or just since you got the invite to this event. I myself have never spoken or read up about this topic since I was asked just 2 weeks ago to give a talk on it! (And I’ve been in digital ad business for several years!) Taboo.
- 11. “Ad blockers areto the Web what spam filters were to e-mail, only now the stakes are higher.”
- 12. Just look atthe web search rankings over the past 10 years. It shows a steady climb, especially between 2013-2014. And the so are the downloads….
- 13. 21 million activeusers in 2010 To 144 million active users in 2014 Expected 236 million active users by end of 2015 200 100 2011 2012 2013 2014 2015
- 15. Probably the mostpopular Ad Blocking tool, is Ad Block Plus. Ad Blocking has been around for over 10 years, but was mostly known to the “geeky” & “techy” population. Over the years, we can se it’s popularity has now sky rocketed. Mostly thanks to word of mouth & the realization of how easy it is to use. • ABP has over 144 mill users since last year . • Over 200 mill downloads for Firefox browser . • Recently approx. 50 mill mobile app downloads for Android. • Just released their own browser for Android in May this year. Mostly as a result of the increasingly annoying and malware infested ads we find on mobile. It blocks everything from cookies, 3rd party tracking, FB ads, pop ups, noisy video ads that auto starts and YouTube pre-rolls! Ad Block Plus.
- 17.
- 18. What rights dopublishers & advertisers have? In what many people regard as a litmus test for the advertising industry, a German court ruled against 2 major German publications that sued Ad Block Plus for illegal & anti-competitive practice. However, the court found in favour of the consumer, saying they have the right to switch ads off if they want to. The media industry argue that publishers & advertisers should have rights too, and believe that ad blocking is akin to theft! But what steps do we need to take now to address ad blocking? The Battle
- 19. Most apps inthe app stores are free. And their main source of income is either advertising or in-app purchases. A clear sign that consumers are not used to or necessarily willing to pay for apps.
- 21. iOS 9 .Apple’s content-blocking features for the next version of iOS are a big deal. Because they can do real damage not just to Google—its chief rival—but to the commercial underpinnings of the Web. Apple isn’t blocking ads itself. But they’ve done the next best (or worst) thing: They’ve given developers easy-to-use tools to build better, faster and more efficient ad blockers. “I suspect there are going to hundreds if not thousands of ad blockers in the App Store from day one” “It’s going to be a massive rush, because they’re just so easy to make.” iOS 9
- 22. And now? So whatcan we do? - Keep quiet, hoping it goes away, and doesn’t affect us? - Beg & plead users / consumers to not bock ads… - Perhaps we need to be more creative & work harder towards enforcing and implementing all the best practices for digital advertising & monetization
- 23. More visually engaging thanstandard banners Better CTRs Less Intrusive Be more contextual Safe from Ad Blocking (for now) Native Advertising
- 25.
- 26. You can findout how many of your users are blocking ads by signing up to pagefair.com
- 27.
Editor's Notes
- #3 Socialising in industry related circles, vs socialising outside of industry related circles “Ginger walks into a bar” Oh so your responsible for those annoying pop up ads?! Let’s just say not the most proud or accomplished feeling after that response. It’s like a constant battle where you feel you have to redeem and explain yourself and your profession to the general population who know very little about our industry. And let’s face it: In case you haven’t noticed…
- #4 In case you haven’t noticed (although I’m sure all of us in this room are well aware of) Online ads are what make the WWW go round. It funds everything from FB, Twitter, YouTube, News24, IOL and your favourite blogs, apps etc. Google gets 90% of its revenue from ads, and up to 75% of its mobile advertising revenue comes from iOS!
- #6 So the topic of my presentation today is Ad Blocking, what it’s about, and the impact and effects it has on publishers and advertisers. Ad Blocking has essentially been invented because there’s a need for it. Have any of you ever not felt irritated, annoyed by all the malware infested and intrusive ads? Many of you are probably thinking…..
- #8 And Yes I did, and I am. I know this is somewhat a rather controversial topic to discuss, particularly in our industry. And it’s certainly not of the most popular topics to discuss. But sometimes we have to talk about the unpopular topics, as they can be just as important (if not more so) than the popular ones.
- #10 Yes, it is very much regarded as a taboo topic to discuss in our industry. When I told 1 of my publishers that I was giving a talk about ad blocking the first thing he said to me was “Oh we don’t talk that!” So ask yourself: When last did you talk about ad blocking? Have you given it much thought at all? Who do you discuss it with? Most of you probably answered, no, not much, not at all, or just since you got the invite to this event. I myself have never spoken or read up about this topic since I was asked just 2 weeks ago to give a talk on it! And I’ve been in digital ad business for several years!
- #12 One of the quotes that hit me when I was doing my research for this talk was “_______” And it intrigued me to know more about how much higher the stakes actually are since spam filters came into play. Here are some stats that put things into perspective for me….
- #13 Just look at web search rankings over the past 10 years showing a steady climb, especially between 2013-2014 And the so are the downloads….
- #14 Talk about these numbers and emphasize severity of the snowball effect since 2014 So, let’s dig a little deeper into ad blocking and it’s capabilities shall we….
- #15 Probably the most popular Ad Blocking tool, is AdBlock Plus. Ad Blocking has been around for over 10 years, but was mostly known to the “geeky” & “techy” population. Over the years, we can se it’s popularity has now sky rocketed. Mostly thanks to word of mouth & the realization of how easy it is to use. ABP has over 144mill users since last year (as shown in previous slide) Over 200mill downloads for Firefox browser over the years, 50 mill mobile app downloads and have just released their own browser for Android in May this year. Mostly as a result of the increasingly annoying and malware infested ads we find on mobile. It blocks everything cookies, 3rd party tracking, FB ads, pop ups, noisy video ads that auto starts to you tube pre-rolls! And so it’s no surprise that I would find this meme when doing a quick Google images search :D
- #17 And this meme - And everybody be like…
- #18 What rights do publishers & advertisers have? In what many people regard as a litmus test for the advertising industry, a German court ruled against 2 major German publications that sued AdBlock Plus for illegal & anti-competitive practice. However, the court found in favour of the consumer, saying they have the right to switch ads off if they want to. The media industry argue that publishers & advertisers should have rights too, and believe that ad blocking is akin to theft! But what steps do we need to take now to address ad blocking?
- #20 What do all these apps have in common? Most apps in the app stores are free. And their main source of income is either advertising or in-app purchases. A clear sign that consumers are not used to or necessarily willing to pay for apps.
- #21 iOS 9 . Apple’s content-blocking features for the next version of iOS are a big deal. Because they can do real damage not just to Google—its chief rival—but to the commercial underpinnings of the Web. Apple isn’t blocking ads itself. But they’ve done the next best (or worst) thing: They’ve given developers easy-to-use tools to build better, faster and more efficient ad blockers. “I suspect there are going to hundreds if not thousands of ad blockers in the App Store from day one” “It’s going to be a massive rush, because they’re just so easy to make.”
- #23 So what can we do? Keep quiet and hope it goes away, and doesn’t affect us? Beg & plead users / consumers to not bock ads… But there My suggestion is to get more creative & work harder towards enforcing and implementing all the best practices for digital advertising & monetization
- #24 Native Ads are more visually engaging than standard banner ads. There are also various best practise policies that need to be enforced when it comes to Native Advertising,
- #26 Native Ads are more visually engaging than standard banner ads. There are also various best practise policies that need to be enforced when it comes to Native Advertising, also
- #27 You can find out how many of your users are blocking ads by signing up to pagefair.com