how gruner + jahr combats adblocking and improves user...
TRANSCRIPT
How Gruner + Jahr combats adblocking and improves user
satisfaction
Oliver von Wersch!Digital Innovators Summit 2016!
Quality online journalism will always cost money – either paid by the advertiser or by the user
2
Adblockers are doormen of clubs they do not own.
3
Adblockers are destroying the value chain and business model of most online businesses
4
Media agency Marketer Publisher Advertiser Adblocker
Whitelisting via payment
5
Most users are against the acceptable ads model that is practised by Adblock Plus
18,1!
31,7!
14,3!
35,9!
People who know about it and accept it
People who know about it and reject it
People who don‘t know about it but think it is ok
People who don‘t know about it and reject it
Acceptance of acceptable ads model [in %]
Media Trend Research
Source: G+J Media Trend Research 2015/2016
6
Gruner + Jahr follows three different approaches to combat adblocking
User communication! Limited access! Technical circumvention!
...
7
These approaches have successfully reduced adblock rates with no negative effects on reach
8
In 2016 publishers will combat adblockers and win back the control over their ad inventory
Until 2015 adblockers have grown. 2015 was the year we have recognised the significance of the problem. 2016 will be the year of combats and solutions from publishers site.
Adblock Plus is not a part of the value chain and has no right to interfere with the publishers online businesses. Their business model is highly questionable, potentially illegal.
Many users are not aware of the financing and business model of online journalism. Publishers need to communicate with them and draw attention to the necessity of advertising.
Nevertheless online advertising has to become better and less disturbing for the users. We as publishers have to work on that too.
9
Many media companies are already fighting against adblocking – join the movement
Unified approach Individual approaches
10
""
Oliver von Wersch!Managing Director"
Growth Projects and Strategic Partnerships"
Feedback welcome