1. 1. Hi There Amanda Louw Head of Publisher & Business Development AdClick Africa Media Group www.adclickafrica.com amanda@adclickafrica.com Amanda Louw Happy_Ginger
2. 2. SoWhat do you do?
3. 3. Ads are what make the World Wide Web go round.
4. 4. In case you havent noticed (although Im sure all of us in this room are well aware of) Online ads are what make the WWW go round. The internet wouldnt be what it is today, without online advertising to fund it. It funds everything from FB, Twitter, YouTube, News24, IOL as well as your favourite blogs & apps. Google gets 90% of its revenue from ads, and up to 75% of its mobile advertising revenue comes from iOS! Ads are what make the WWW go round.
5. 5. Ad Blocking
6. 6. Todays presentation is about Ad Blocking, the impact and effects it has on publishers and advertisers. Essentially, ad blocking is rife, because theres a need for it. Have any of you ever not felt irritated, annoyed by all the malware infested and intrusive ads? Ad Blocking.
7. 7. Oh No She Didnt!
8. 8. Ad Blocking is very much a controversial topic to discuss, particularly in our industry. Its certainly not one of the most popular topics to discuss. But sometimes we have to talk about the unpopular topics, as they can be just as important (if not more so) than the popular ones. Unpopular.
9. 9. One of the most pressing problems that publishers dont like to talk about. Ad blocking has gone from a fringe issue to a mainstream concern thats having an impact on publishers bottom lines Its Taboo Ssh! We dont talk about that! Ad Blocking
10. 10. Ad Blocking is very much regarded as a taboo topic to discuss in our industry. When I told 1 of my publishers that I was giving a talk about ad blocking the first thing he said to me was Oh we dont talk about that! Ask yourself: When last did you talk about ad blocking? Have you given it much thought at all? Who do you discuss it with? Most of you probably answered: no, not much, not at all, or just since you got the invite to this event. I myself have never spoken or read up about this topic since I was asked just 2 weeks ago to give a talk on it! (And Ive been in digital ad business for several years!) Taboo.
11. 11. Ad blockers are to the Web what spam filters were to e-mail, only now the stakes are higher.
12. 12. Just look at the web search rankings over the past 10 years. It shows a steady climb, especially between 2013-2014. And the so are the downloads.
13. 13. 21 million active users in 2010 To 144 million active users in 2014 Expected 236 million active users by end of 2015 200 100 2011 2012 2013 2014 2015
14. 14. Probably the most popular Ad Blocking tool, is Ad Block Plus. Ad Blocking has been around for over 10 years, but was mostly known to the geeky & techy population. Over the years, we can se its popularity has now sky rocketed. Mostly thanks to word of mouth & the realization of how easy it is to use. ABP has over 144 mill users since last year . Over 200 mill downloads for Firefox browser . Recently approx. 50 mill mobile app downloads for Android. Just released their own browser for Android in May this year. Mostly as a result of the increasingly annoying and malware infested ads we find on mobile. It blocks everything from cookies, 3rd party tracking, FB ads, pop ups, noisy video ads that auto starts and YouTube pre-rolls! Ad Block Plus.
15. 15. The Battle Advertisers & Publishers Consumers vs
16. 16. What rights do publishers & advertisers have? In what many people regard as a litmus test for the advertising industry, a German court ruled against 2 major German publications that sued Ad Block Plus for illegal & anti-competitive practice. However, the court found in favour of the consumer, saying they have the right to switch ads off if they want to. The media industry argue that publishers & advertisers should have rights too, and believe that ad blocking is akin to theft! But what steps do we need to take now to address ad blocking? The Battle
17. 17. Most apps in the app stores are free. And their main source of income is either advertising or in-app purchases. A clear sign that consumers are not used to or necessarily willing to pay for apps.
18. 18. iOS 9 . Apples content-blocking features for the next version of iOS are a big deal. Because they can do real damage not just to Googleits chief rivalbut to the commercial underpinnings of the Web. Apple isnt blocking ads itself. But theyve done the next best (or worst) thing: Theyve given developers easy-to-use tools to build better, faster and more efficient ad blockers. I suspect there are going to hundreds if not thousands of ad blockers in the App Store from day one Its going to be a massive rush, because theyre just so easy to make. iOS 9
19. 19. And now? So what can we do? - Keep quiet, hoping it goes away, and doesnt affect us? - Beg & plead users / consumers to not bock ads - Perhaps we need to be more creative & work harder towards enforcing and implementing all the best practices for digital advertising & monetization
20. 20. More visually engaging than standard banners Better CTRs Less Intrusive Be more contextual Safe from Ad Blocking (for now) Native Advertising
21. 21. Native Advertising Simplified
22. 22. You can find out how many of your users are blocking ads by signing up to pagefair.com
23. 23. Thank You! www.adclickafrica.com amanda@adclickafrica.com Amanda Louw Happy_Ginger