Presentation from Tony Haile, CEO of Scroll, about his new startup in the Digital Media Track at Media Days Munich 2017

1. Scroll
Frictionless Access to a Thriving Free Press

3. Ad Blockers are the problem right?

4. The real problem: sharing biz model with platforms
Source: Brian Wieser, Pivotal Research

5. 1% of industry growth going to publishers
Source: Brian Wieser, Pivotal Research

6. Access models are a Super fan edge case
We need models for casual fans

7. What if we treated these two problems as
connected?
On one side: our advertising-based business model
is increasingly precarious
On the other: 236 million people saying they want a different
ad-free experience
And have no viable monetizable way to get it

8. How do we make Ad
Blockers better?

9. A team of
domain experts
THE CEO OF
VP CONTENT OF
LEAD ENGINEER OF
We put together a team
With the guidance and support
of many more
MEDIAGROUP
Backed by the world’s
largest publishers

10. What consumers like about Ad Blockers
Faster loads
No advertising(ish)
No trackers

11. What consumers don’t like about Ad Blockers
Doesn’t cover mobile
Inconsistent experience
Content Blocking
Bad karma

12. What consumers want
Single Site
The Atlantic, Wired, Gruner &
Jahr, Business Insider: all saw
<0.1% conversion
Micropayments /
Multiple Options
Too much cognitive friction:
Blendle, Google Funding
Choices
Network Single Flat
Price
Siloed
App
Siloed from discovery behaviors
→ fail to scale:
too many corpses to mention
Everywhere

13. What is Scroll?
A consumer subscription platform
that enables a fast, clean, ad-free
experience
across a network of top media sites
for one flat monthly price.
Think of it as TSA Pre for the internet...

14. What publishers want
1. Keep publishers in control of what
matters
2. Generate real ARPU lift, even at 100%
sell-through
3. Don’t cannibalize Superfan
subscriptions

15. Making it work on the Open Web

16. Making the
Economics work

17. Making the Economics work
Proxy bundle: top 80 US media companies
Annual digital ad revenue: $7 billion
Aggregate uniques: 234 million
Aggregate industry average revenue per user: $2.49 a month
Distribution pool: 70%
Minimum bundle price = $3.56

18. What will consumers pay?

19. Price is easy, Distribution is hard
Uneven distribution of CPMs among publishers
Uneven conversion of consumers
Limit gaming of system
Incentivize quality over crap

23. Constructing the model

24. So where does that
get us?

25. How Scroll does on the good stuff
Faster loads
No advertising(ish)
Removes dodgy trackers

26. How Scroll outperforms Ad Blockers
Doesn’t cover mobile
Inconsistent experience
Content Blocking
Bad karma

27. How Scroll outperforms Ad Blockers
Works everywhere
Inconsistent experience
Content Blocking
Bad karma

28. How Scroll outperforms Ad Blockers
Works everywhere
Superb experience
Content Blocking
Bad karma

29. How Scroll outperforms Ad Blockers
Works everywhere
Superb experience
No Content Blocking
Bad karma

30. How Scroll outperforms Ad Blockers
Works everywhere
Superb experience
No Content Blocking
A warm feeling of well-being

31. Even that’s not the
hard part

32. tony@scroll.com