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Presentation at IAB UK adblocking townhall, October 2016
1. The document discusses ad blocking trends, including rising usage of ad blockers and quarterly and monthly active user numbers. 2. It addresses the problems caused by ad blocking like web clutter, ad fraud, and lack of versatility in advertising methods. 3. The document proposes a three step approach to solving ad blocking: listen to users' grievances, fix issues around privacy, experience, security and bandwidth, and then serve respectful ads that cannot be tampered with.
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Presentation at IAB UK adblocking townhall, October 2016
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- 2. 200 M 100 M mid2009 mid 2011 mid 2013 mid 2015 50 M 25 M Global
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- 4. Q2 2016Q2 2015 Global Quarterlyfigures -
- 5. 200 Q2 2016Q1 2016Q22015 Q3 2015 Q4 2015 150 250 50 GlobalQuarterly figures 100 Millions 0
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- 7. 8.5 M June 2016Feb2016June 2015 Oct 2015 9.5 M 7.5 M Monthly figures
- 8. 9.3 million monthlyactive users in Q2 2016 15% adblock penetration
- 9. 50.6 million monthlyactive users in Q2 2016 18% adblock penetration
- 10. - Q2 2016Q42013
- 11. 30 M Q2 2016Q42015Q4 2013 Q2 2014 Q4 2014 Q2 2015 50 M Quarterly figures
- 12. 30 M Q2 2016Q42015Q4 2013 Q2 2014 Q4 2014 Q2 2015 50 M Quarterly figures
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- 14. 2013 2014 2015 Thecost of ad blocking PageFair and Adobe 2015 Ad Blocking Report
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- 17. Per country (mobile browserthat blocks by default)
- 18. In-app advertising is nolonger immune
- 20. Why people block (noorder) •Ads obscure content. •Privacy. •Bandwidth. •Security. •Because they can.
- 21. The “Blab-Off” TVremote control. 1952.
- 24. 80%learn about adblocking from friends / web / social media
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- 27. THE BLOCKED WEB* *it’slike it’s 1995, and we can start over.
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- 30. 61% 67% 67% % ofadblock 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 3Steps to Solving Adblocking
- 32. Listen Fix to users’ grievances. privacy, UX, security,& bandwidth. PageFair’s 3 Steps to Solving Adblocking
- 33. Listen Fix SERVE tousers’ 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 TERRIBLEPROBLEMS OF DIGITAL MARKETING WEB CLUTTER AD FRAUD VERSATILITY
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- 41. Attention = PLENTIFUL. Adblock user Ads= SCARCE. Definitely human.
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- 43. Most normal Web usersBTL ATL AWARENESS CONSIDERATION INTENTION PURCHASE 66% of online advertising is performance advertising, according to IAB/PwC Internet Ad Revenue Report, HY 2015
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- 47. Zero clutter Zero fraudbots Normal Web Severe clutter Fraud Blocked Web NOW
- 48. Normal Web BlockedWeb Future
- 49. TIME TO ENGAGE WITHTHE BLOCKED WEB
- 50. “Wall” “Inform” “Direct” “Appeal” “Choice” Mandatory: Turn off your adblocker No Yes RegularAds 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 tousers’ grievances. respectful ads that can not be tampered with by adblocking. privacy, UX, security, & bandwidth. PageFair’s 3 Steps to Solving Adblocking
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- 53. 1. Q2 inUK: 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