Myths Busted & Lessons Learned

Jon O’DonnellGroup Commercial Director@wrathofjod

A Digital future for The Independent

Monthly Reach

2.3m

293m*

*includes Facebook IA and Apple News

A Truly Global Business

The Independent xxxxx Newsbrands

The Independent portfolio:pure play

Newsbrands

US Campaign trail £12,000 p/m

Patrick Cockburn

£10,000

IRAQ

Kim Sengupta

£8,500

IRAN

Robert Fisk

£9,000

SYRIA

Ad Blocking is the enemy of free speech

1986 2003 2016

A bold innovator

Key talent retained

Simon Calder

Alexander Fury

New BureauSouth America, Middle East and

Far East

Fastest growing quality newspaper

website

3%3%

5%

13%

21%

Source: Comscore Jan 2016

The largest pureplay news site

in the UK

1.2

2.72.9

8.5

13.6

16.9

Buz

zFee

d

Vice

New

sThu

mp

Mas

habl

e

Qua

rtz

Source: Comscore Jan 2016

iab Wave4 Feb 2016 ESI Google site catalyst

Independent9.1%

UK22%

Ad Blocking % Penetration

Ad Blocking isn’t just about blocking ads

The main reason for ad blocking is not just because people hate ads

I feel blocking ads protectsme from getting viruses

I feel blocking ads speedsup my computer

I just hate ads

The ads distract me from what I'm doing

I feel blocking adsgives me more privacy

Some sites have too many ads so I turn onthe ad blocker when I visit those sites

The sites I visit have too many ads

I don't trust ads and the technology used to serve ads

The sites I visit have visually unappealing ads

All of the above 18%

13%

27%

28%

30%

31%

40%

40%

42%

45%

Source: MarketingLand Jan 2016

“Most people don’t want a relationship with a brand…”

Native gets us round the problem

Results

95,000 page views - more

than double the expectation

The 2nd highest performing

competition of 201543% opt in rate

(av. 30%)

3.31min av. dwell time(site av. 1 min)

Whitelisting

?

Improving user engagement

Personalised Editorial

Better targeted Ads

Improved performance

Better creative

Better UXLogged In Deeper customer data

A better value exchange

Text Text

“Without a paper to dictate process, organisation, culture,

and economics, the Independent will be free to be whatever it needs

to be to best serve its public… “

Jeff Jarvis,journalist and author

of What Would Google Do?

Thank you…

Jon O’DonnellGroup Commercial Director@wrathofjod