Presentation on adblocking, and how publishers can use it to bring the wisdom of print to digital, finally.

1. The long-term solution for publishers:
Adblock users = a new premium advertising
segment (millennial, high attention, zero fraud).
1. Publishers must become the guardians of their
users’ data and rebuild long-term trust between
themselves and their audience.
2. The industry must court the adblocking segment
with respectful and unobtrusive ads.
Technologies exist to serve ads in a manner that
adblocking extensions are unable to circumvent.
This is a new chapter of advertising and an opportunity
to shift the balance of power back to publishers.

3. THE PROBLEM

4. 82% growth in the last year
12 million monthly active
users in Q2 2015
21% adblock penetration

5. 12 M
6 M
Aug 2013 Jun 2015Jan 2015Jan 2014 Jul 2015

6. Linear. Not
exponential.

7. NOT THE
“ADPOCALYPSE”

8. ADBLOCKING
IS LIKE
CLIMATE CHANGE

9. 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

10. Why people block
•Ads obscure content.
•Privacy.
•Bandwidth.
•Slow website load.
•Security.
•Because they can.

11. THE
GOOD NEWS

12. AD SERVING TECHNOLOGY
THAT CAN NOT BE
CIRCUMVENTED BY
ADBLOCKERS

13. ARID
WASTELAND

15. 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
61%
67% 67%
% of adblock users who expressed a
willingness to view each format

16. ATTENTION V ADVERTISING
SCARCE
ATTENTION
OVER-ABUNDANT
ADVERTISING

17. ABUNDANT
ATTENTION
SCARCE
ADVERTISING
ATTENTION V ADVERTISING

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

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

20. Attention = SCARCE.
Normal
person
Ads = OVERABUNDANT.

21. Attention = SCARCE.
Ads = OVERABUNDANT.
(Could even be a robot!)
Normal
person

22. Abandon
the site!
60-90%
site
ADBLOCK WALLS
Whitelist
40-10%

23. PRINCIPLES
FOR “THE
BLOCKED WEB”

24. NewYork
April 2016
London
March 2016
London
September 2015
PageFair Global Stakeholders’ Roundtables
Consumer groups, Publishers, Browsers, Agencies, Advertisers
World Federation of Advertisers, the 4A’s, Digital Content Next, the World Association of Newspapers, the National
Newspaper Association, International Federation of Periodical Publishers, Havas, Google, Mozilla, the Centre for
Democracy and Technology, the EFF, the Open Rights Group, the European Commission, the UK Government,
the World Economic Forum, and many others including the global advertising holding companies.

25. X
IMMEDIATE TOOLS

26. LIMITED QUANTITY

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

28. Adblock
users BTL
ATL
AWARENES
CONSIDERATION
INTENTION
PURCHASE

29. SHOW CONTEXTUALLY
SELECTED PREMIUM ADS.

30. User AdvertiserAgencyPublisher Adtech
1st party
data
3rd party
data

31. THE TIME HAS COME
FOR PRINT WISDOM
TO SAVE DIGITAL

32. 1.Publishers - not advertisers - feel the
most pain. But consumer pain is real too.
2.Ads can be shown on the Blocked Web.
3.The Blocked Web is the space where
print metrics and premium can finally
enter digital.
Summary

33. johnny@pagefair.com