Presentation at IAB UK adblocking townhall, October 2016

1. @johnnyryan / @PageFair

2. 200 M
100 M
mid 2009 mid 2011 mid 2013 mid 2015
50 M
25 M
Global

3. UPDATE

4. Q2 2016Q2 2015
Global
Quarterly figures
-

5. 200
Q2 2016Q1 2016Q2 2015 Q3 2015 Q4 2015
150
250
50
GlobalQuarterly figures
100
Millions
0

6. -June 2016June 2015
Monthly figures

7. 8.5 M
June 2016Feb 2016June 2015 Oct 2015
9.5 M
7.5 M
Monthly figures

8. 9.3 million monthly active
users in Q2 2016
15% adblock penetration

9. 50.6 million monthly active
users in Q2 2016
18% adblock penetration

10. - Q2 2016Q4 2013

11. 30 M
Q2 2016Q4 2015Q4 2013 Q2 2014 Q4 2014 Q2 2015
50 M
Quarterly figures

12. 30 M
Q2 2016Q4 2015Q4 2013 Q2 2014 Q4 2014 Q2 2015
50 M
Quarterly figures

13. Linear Rise

14. 2013 2014 2015
The cost of ad blocking
PageFair and Adobe 2015 Ad Blocking Report

15. 2016
2016

17. Per country
(mobile browser that blocks by default)

18. In-app advertising
is no longer
immune

20. Why people block
(no order)
•Ads obscure content.
•Privacy.
•Bandwidth.
•Security.
•Because they can.

21. The “Blab-Off” TV remote control. 1952.

24. 80%learn about ad blocking from
friends / web / social media

25. THE
GOOD NEWS

26. AD SERVING
ADBLOCKING
CAN NOT
TAMPER WITH

27. THE BLOCKED WEB*
*it’s like it’s 1995, and we can start over.

28. ARID
WASTELAND

29. A NEW DAWN

30. 61%
67% 67%
% of adblock users who express a
willingness to view each format
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
0%
30%
60%

31. Listen
to users’
grievances.
PageFair’s 3 Steps to Solving Adblocking

32. Listen Fix
to users’
grievances.
privacy,
UX,
security, &
bandwidth.
PageFair’s 3 Steps to Solving Adblocking

33. Listen Fix SERVE
to users’
grievances.
respectful ads that
can not be
tampered with by
adblocking.
privacy,
UX,
security, &
bandwidth.
PageFair’s 3 Steps to Solving Adblocking

35. SOLVE THE THREE
TERRIBLE PROBLEMS
OF DIGITAL MARKETING
WEB CLUTTER
AD FRAUD
VERSATILITY

36. #1
solves
Web Clutter

37. ATTENTION V ADVERTISING
SCARCE
ATTENTION
OVER-ABUNDANT
ADVERTISING

38. ABUNDANT
ATTENTION
SCARCE
ADVERTISING
ATTENTION V ADVERTISING

39. #2
solves
Ad Fraud

40. Attention = PLENTIFUL.
Adblock user
Ads = SCARCE.

41. Attention = PLENTIFUL.
Adblock user
Ads = SCARCE.
Definitely human.

42. #3
solves
Versatility

43. Most normal
Web users BTL
ATL
AWARENESS
CONSIDERATION
INTENTION
PURCHASE
66% of online advertising is performance advertising, according to IAB/PwC Internet Ad Revenue Report, HY 2015

44. Adblock
users BTL
ATL
AWARENESS
CONSIDERATION
INTENTION
PURCHASE

45. Adblock
users BTL
ATL
AWARENESS
CONSIDERATION
INTENTION
PURCHASE

46. Blocked Web
Normal Web

47. Zero clutter
Zero fraud bots
Normal Web
Severe clutter
Fraud
Blocked Web
NOW

48. Normal Web Blocked Web
Future

49. TIME TO ENGAGE
WITH THE
BLOCKED WEB

50. “Wall”
“Inform”
“Direct”
“Appeal”
“Choice”
Mandatory:
Turn off
your adblocker
No
Yes
Regular Ads
50% - 90%
Exit Your Site
Advertisement
Advertiseme
Restored Ads
Advertisement
Advertiseme
Welcome
to better ads!
Restored Ads
Advertisement
Advertiseme
Ads blocked
Regular Ads
Please turn off
your adblocker
No
Yes
Advertisement
Advertiseme
Regular Ads
Restored Ads
Advertisement
Advertiseme
Please turn off
your adblocker
No
Yes
Advertisement
Advertiseme
Tamper-proof
Adblock Detection
Tamper-proof
Adblock Detection
Tamper-proof
Adblock Detection
Tamper-proof
Adblock Detection
Tamper-proof
Adblock Detection

51. Listen Fix SERVE
to users’
grievances.
respectful ads that
can not be
tampered with by
adblocking.
privacy,
UX,
security, &
bandwidth.
PageFair’s 3 Steps to Solving Adblocking

52. Reinvention,
not reinsertion

53. 1. Q2 in UK: 9.5 MAUs
2.Q2 globally: 223.5 MAUs
3.There are many steps we can take…
4. But it’ simple now: Listen, Fix, then
Serve.
Summary