PageFair INMA 6 November 2015
•
5 likes•1,043 views
The document discusses the rise of ad blocking and strategies to address it. It notes that the need to monetize websites through advertising has led to unrestrained ad volume, interruptions, and data collection, driving users to install ad blockers. Early strategies to combat ad blocking like asking users nicely to disable blockers or taking a firm stance did not work. A better approach is to put ads back on sites for blocker users, but focus on showing less intrusive ad types that people are more willing to view, like static images, in order to avoid further rebellion against ads.
More Related Content
What's hot
What's hot (16)
Viewers also liked
Viewers also liked (20)
Similar to PageFair INMA 6 November 2015
Similar to PageFair INMA 6 November 2015 (20)
More from Johnny Ryan
More from Johnny Ryan (20)
Recently uploaded
Recently uploaded (20)
PageFair INMA 6 November 2015
- 1. Dr JOHNNY RYAN Friday 6 November 15
- 2. HOW AD BLOCKING WORKS Friday 6 November 15
- 3. Web server Ad server Friday 6 November 15
- 4. Advertisements Advertisement Web server Ad server Friday 6 November 15
- 5. Web server Ad server Ad blocking active Friday 6 November 15
- 6. Advertisement Advertisement Web server Ad server Ad blocking active Friday 6 November 15
- 7. Web server Ad blocking active Friday 6 November 15
- 8. Web server Ad blocking active Friday 6 November 15
- 9. Background: created the technology to enable huge multiplayer games. Was used in many games like... pre-2012 Friday 6 November 15
- 10. PageFair team working on adblocking since 2010. Established PageFair in 2012. Friday 6 November 15
- 11. 4,000+ sign ups Friday 6 November 15
- 12. 9 of the ComScore 25 use our products Friday 6 November 15
- 13. 11,802,837,822 measured pageviews last 30 days Friday 6 November 15
- 14. The cost of ad blocking PageFair and Adobe 2015 Ad Blocking Report Friday 6 November 15
- 15. 10% Average for news: (much higher for video) Friday 6 November 15
- 16. 48% growth in the last year 45 million monthly active users in Q2 2015 15% adblock penetration Friday 6 November 15
- 17. 45 M 20 M Jan 2013 Jan 2014 Jan 2015 Friday 6 November 15
- 18. Linear. Not exponential. Friday 6 November 15
- 19. NOT THE “ADPOCALYPSE” Friday 6 November 15
- 20. ADBLOCKING IS LIKE CLIMATE CHANGE Friday 6 November 15
- 21. Friday 6 November 15
- 22. ADINDUSTRY FOCUSES ON SHORT TERM WINS. Friday 6 November 15
- 23. WILL YOUR NEXT CAMPAIGN DO THIS? Friday 6 November 15
- 24. The cost of ad blocking PageFair and Adobe 2015 Ad Blocking Report 2013 2014 2015 Friday 6 November 15
- 25. 80%learn about ad blocking from friends / web / social mediaFriday 6 November 15
- 26. Who is blocking ads? Friday 6 November 15
- 27. 18-29 30-44 45-60 >60Age Friday 6 November 15
- 28. Why people block •Ads obscure content. •Privacy. •Bandwidth. •Slow website load. •Because they can. Friday 6 November 15
- 30. 10-38%US: 10-17%* Friday 6 November 15
- 31. Mobile a non-event in the West (so far) Friday 6 November 15
- 32. Asian mobile browsers with blocking on by default Friday 6 November 15
- 33. UC Browser Owned by Alibaba ver 9.9.2 (Aug. 2014) Friday 6 November 15
- 34. Maxthon ver 4.4.4.2000 (Feb. 2015) UC Browser Owned by Alibaba ver 9.9.2 (Aug. 2014) 264 million installs 120 million installs Friday 6 November 15
- 35. Firefox Mobile Friday 6 November 15
- 36. 16% of Firefox Mobile users were blocking ads (at end Q2 2015) Friday 6 November 15
- 37. 200 M 100 M mid 2009 mid 2011 mid 2013 mid 2015 50 M Ad block users source: PageFair Friday 6 November 15
- 38. $1.4B $2B $2.9B $4.1B $5.9B 200 M 100 M mid 2009 mid 2011 mid 2013 mid 2015 50 M Ad block users Digital video ad spend $7.7B source: PageFair eMarketer Friday 6 November 15
- 39. “Engrossing” Cory Doctorow, BoingBoing “Understanding the trends driving this revolution is pivotal to success.Consider this book your road map” Marc Benioff, CEO of Salesforce “An immensely important book” Kevin O'Sullivan, Editor of The Irish Times “Enormously useful ...a great read” Tim Wu, Columbia Law School “The best western history of the Internet to date” Library Journal “Captures the sweep of the Internet’s development” Jonathan Zittrain, Harvard Law School Friday 6 November 15
- 40. THE BIG PICTURE Friday 6 November 15
- 41. The need to monetize has led to unrestrained advertising. 1 Friday 6 November 15
- 42. The need to monetize has led to unrestrained advertising. Increase in ad volume and page clutter. Increase in experience interruption. Increase in data snooping. 2 1 Friday 6 November 15
- 43. The need to monetize has led to unrestrained advertising. Increase in ad volume and page clutter. Increase in experience interruption. Increase in data snooping. Decline in audience goodwill, Decline in attention to ads, Decline in trust. 2 1 3 Friday 6 November 15
- 44. The need to monetize has led to unrestrained advertising. Increase in ad volume and page clutter. Increase in experience interruption. Increase in data snooping. Decline in audience goodwill, Decline in attention to ads, Decline in trust. Advertising blocking by users 2 1 3 4 Friday 6 November 15
- 45. FIRST 20 YEARS OF ADS ON THE WEB = A DISASTERFriday 6 November 15
- 46. DATA, DONE WRONG, IS A TRAP @johnnyryan Friday 6 November 15
- 50. Latanya Sweeney Professor of Government and Technology at the Harvard University School of Government @johnnyryan Friday 6 November 15
- 52. Strategy Friday 6 November 15
- 53. Ask nicely <1% conversion rate 3 strategies that failed: Friday 6 November 15
- 54. Ask firmly This only work for publishers of exclusive long-form content (e.g. TV series) Ask nicely <1% conversion rate 3 strategies that failed: Friday 6 November 15
- 55. Ask firmly This only work for publishers of exclusive long-form content (e.g. TV series) Ask nicely <1% conversion rate Trench warfare/cat & mouse Ad blockers retaliate and block all javascript on site 3 strategies that failed: Friday 6 November 15
- 56. Friday 6 November 15
- 57. i. Avoid trench warfare, ii. put back ads, but iii. make sure people do not rebel against those ads. Friday 6 November 15
- 58. We need to end the cycle We can serve ads to them, but... what should we serve? We do not want to put back the ads they have already rebelled against i. Avoid trench warfare, ii. put back ads, but iii. make sure people do not rebel against those ads. Friday 6 November 15
- 59. 0% 30% 60% Popover Video non- skippable mid-roll Display with audio Video non- skippable pre-roll Interstitial Animated display Video skippable mid-roll Video skippable pre-roll Still image Text display % of people who do block ads who expressed some willingness to view ads 61% 67% 67% Friday 6 November 15
- 60. Principles needed For the next 20 years of the Web Friday 6 November 15
- 61. Friday 6 November 15
- 62. 1. Publishers - not advertisers - feel the pain 2. Ad blocking driven by bad ads 3. We can put ads back 4. ...but publishers must decide what ads to show people who block Summary Friday 6 November 15