ad blockers: what's your backup plan?
TRANSCRIPT
Ad Blocking by the Numbers
2014 20150
20406080
100120140160180200
Users of Ad Blocking Software (Millions)
41% increase!
Source: The Cost of Ad Blocking Report, 2015
Ad Blocking by the Numbers
Source: The Cost of Ad Blocking Report, 2015
$22BPublisher Lost Advertising Revenue
Ad Blocking: Now on Mobile
• With iOS9 release, ad blocking has come to mobile.• The majority of digital
media consumption now takes place on mobile.
Source: comScore, The U.S. Mobile App Report
Why email?
• Email ads have a 2X better CTR than display ads and are much less likely to get blocked.
• Email is 33% more trusted than display advertising.
• Ideal platform for native ads
• Email is 19X better at driving (organic) audience engagement than social media like Facebook.
Sources: LiveIntent, Google, Nielsen
Email: Consumers’ Preferred Channel
Postal M
ail
TV Ads
Print M
edia
Text Messa
ge
Socia
l Media
In-Person
Phone Calls
Online Ads
Mobile Apps
Online Video
OtherNone
01020304050607080
% o
f Res
pond
ents
Source: MarketingSherpa
This is your Audience
What segment of your audience can you:
1. Reach at a time of your choosing?
2. Control exactly what they see?
3. Know who they are when they visit?
4. Monetize off-site?
Email can do all 4, and is the channel that you truly own.
Social40%
Referral20%
Email15%
Direct15%
Search10%
Traffic Sources
How to do it
1. Lightboxes on your website
2. Email signup via social
3. Cross-promote newsletters
Unlimited potential!Increase ad impressions by sending more emails
How to do it: Sell in-email ads
• IAB banner ads in email• Sell inventory directly if
you have a big list with known demographics
• Up to $20 CPMs (open)• Easily backfill with
turnkey ad network, set and forget, $2-3 CPM on email opens.
How to do it: Sell Promo Emails
• Also known as “list rental”• Subscribers are ad opt-in• Up to $50 CPM (delivered) on
direct sales• Email provider supports
deployment• Turnkey ad networks can
generate $7 CPM• Audience extension available
How to do it: Native Ads
• High volume of articles clicked from social
• But native ads generally less shared on social
• Email can “push” native ads to audience
• Opportunities with long form email
Example Client PerformanceMonthly Unique Visitors 40MActive Email Subscribers @ 5% Capture 2MContent emails: 30 per month 60M / moEmail Opens @ 21% Open Rate 13M / moClick Throughs @ 18% CTOR 2M / moPage Views @ 4.6 per visit 10M / moSite Traffic Revenue @ $11.36 CPM $119K / moNewsletter Ad Revenue @ $2.43 CPM $31K / moPromo Email Revenue: 4 per month @ $8.55 CPM $68K / moMonthly Recurring Revenue $218K / moAnnual Recurring Revenue $2,610,415Annual Program Cost @ $0.49 CPM $352,800ROI % 740%
HOW WE DO IT
Top-Notch ServiceOur team is strategic, experienced,
and full of expertise.
First-Class PlatformOur platform is tested (1B emails
sent), flexible & scalable.
Partner TechnologiesYou get us plus best of breed features
from our technology partners.
A platform designed to help brands better communicate with their customers.
We offer a team of dedicated specialists that delivers:• Strategic Services• Deliverability Services• Campaign Management• Analytics Services• Integration Services• Creative Services• Compliance Management
With one contract, you have access to our integrated features plus our partners.