presentation at iab uk adblocking townhall, october 2016
TRANSCRIPT
@johnnyryan / @PageFair
200 M
100 M
mid 2009 mid 2011 mid 2013 mid 2015
50 M
25 M
Global
UPDATE
Q2 2016Q2 2015
Global Quarterly figures
-
200
Q2 2016Q1 2016Q2 2015 Q3 2015 Q4 2015
150
250
50
Global Quarterly figures
100
Millio
ns
0
-June 2016June 2015Monthly figures
8.5 M
June 2016Feb 2016June 2015 Oct 2015
9.5 M
7.5 M
Monthly figures
9.3 million monthly active users in Q2 2016 15% adblock penetration
50.6 million monthly active users in Q2 2016 18% adblock penetration
- Q2 2016Q4 2013
30 M
Q2 2016Q4 2015Q4 2013 Q2 2014 Q4 2014 Q2 2015
50 M
Quarterly figures
30 M
Q2 2016Q4 2015Q4 2013 Q2 2014 Q4 2014 Q2 2015
50 M
Quarterly figures
Linear Rise
2013 2014 2015The cost of ad blocking PageFair and Adobe 2015 Ad Blocking Report
20162016
Per country (mobile browser that blocks by default)
In-app advertising is no longer
immune
Why people block (no order)
•Ads obscure content. •Privacy. •Bandwidth. •Security.•Because they can.
The “Blab-Off” TV remote control. 1952.
80%learn about ad blocking from friends / web / social media
THE GOOD NEWS
AD SERVING ADBLOCKING
CAN NOT TAMPER WITH
THE BLOCKED WEB*
* it’s like it’s 1995, and we can start over.
ARID WASTELAND
A NEW DAWN
61%67% 67%
% of adblock users who express a willingness to view each format
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 Text0%
30%
60%
Listento users’grievances.
PageFair’s 3 Steps to Solving Adblocking
Listen Fixto users’grievances.
privacy, UX, security, &bandwidth.
PageFair’s 3 Steps to Solving Adblocking
Listen Fix SERVEto users’grievances.
respectful ads that can not be tampered with by adblocking.
privacy, UX, security, &bandwidth.
PageFair’s 3 Steps to Solving Adblocking
SOLVE THE THREE TERRIBLE PROBLEMS OF DIGITAL MARKETING WEB CLUTTER AD FRAUD VERSATILITY
#1
solves Web Clutter
ATTENTION V ADVERTISING
SCARCE ATTENTION
OVER-ABUNDANT ADVERTISING
ABUNDANT ATTENTION
SCARCE ADVERTISING
ATTENTION V ADVERTISING
#2
solves Ad Fraud
Attention = PLENTIFUL.
Adblockuser
Ads = SCARCE.
Attention = PLENTIFUL.
Adblockuser
Ads = SCARCE.Definitely human.
#3
solves Versatility
Most normal Web users BTL
ATL
AWARENESS
CONSIDERATION
INTENTION
PURCHASE
66% of online advertising is performance advertising, according to IAB/PwC Internet Ad Revenue Report, HY 2015
Adblock users BTL
ATL
AWARENESS
CONSIDERATION
INTENTION
PURCHASE
Adblock users BTL
ATL
AWARENESS
CONSIDERATION
INTENTION
PURCHASE
Blocked Web
Normal Web
Zero clutter Zero fraud bots
Normal Web
Severe clutter Fraud
Blocked Web
NOW
Normal Web Blocked Web
Future
TIME TO ENGAGE WITH THE
BLOCKED WEB
“Wall”
“Inform”
“Direct”
“Appeal”
“Choice”
Mandatory: Turn off
your adblockerNo
YesRegular Ads
50% - 90% Exit Your Site
Advertisement
Adv
erti
sem
e
Restored AdsAdvertisement
Adv
erti
sem
eWelcome to better ads!
Restored AdsAdvertisement
Adv
erti
sem
e
Ads blocked
Regular Ads
Please turn off your adblocker
No
Yes
Advertisement
Adv
erti
sem
e
Regular Ads
Restored Ads
Advertisement
Adv
erti
sem
e
Please turn off your adblocker
No
Yes
Advertisement
Adv
erti
sem
e
Tamper-proof Adblock Detection
Tamper-proof Adblock Detection
Tamper-proof Adblock Detection
Tamper-proof Adblock Detection
Tamper-proof Adblock Detection
Listen Fix SERVEto users’ grievances.
respectful ads that can not be tampered with by adblocking.
privacy, UX, security, & bandwidth.
PageFair’s 3 Steps to Solving Adblocking
Reinvention, not reinsertion
1. Q2 in UK: 9.5 MAUs 2. Q2 globally: 223.5 MAUs 3.There are many steps we can take… 4. But it’ simple now: Listen, Fix, then
Serve.
Summary