Presentation at IAB UK adblocking townhall, October 2016
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Transcript of Presentation at IAB UK adblocking townhall, October 2016
![Page 1: Presentation at IAB UK adblocking townhall, October 2016](https://reader034.fdocuments.us/reader034/viewer/2022052405/58784fbe1a28ab68198b623f/html5/thumbnails/1.jpg)
@johnnyryan / @PageFair
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200 M
100 M
mid 2009 mid 2011 mid 2013 mid 2015
50 M
25 M
Global
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UPDATE
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Q2 2016Q2 2015
Global Quarterly figures
-
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200
Q2 2016Q1 2016Q2 2015 Q3 2015 Q4 2015
150
250
50
Global Quarterly figures
100
Millio
ns
0
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-June 2016June 2015Monthly figures
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8.5 M
June 2016Feb 2016June 2015 Oct 2015
9.5 M
7.5 M
Monthly figures
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9.3 million monthly active users in Q2 2016 15% adblock penetration
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50.6 million monthly active users in Q2 2016 18% adblock penetration
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- Q2 2016Q4 2013
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30 M
Q2 2016Q4 2015Q4 2013 Q2 2014 Q4 2014 Q2 2015
50 M
Quarterly figures
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30 M
Q2 2016Q4 2015Q4 2013 Q2 2014 Q4 2014 Q2 2015
50 M
Quarterly figures
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Linear Rise
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2013 2014 2015The cost of ad blocking PageFair and Adobe 2015 Ad Blocking Report
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20162016
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Per country (mobile browser that blocks by default)
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In-app advertising is no longer
immune
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Why people block (no order)
•Ads obscure content. •Privacy. •Bandwidth. •Security.•Because they can.
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The “Blab-Off” TV remote control. 1952.
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80%learn about ad blocking from friends / web / social media
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THE GOOD NEWS
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AD SERVING ADBLOCKING
CAN NOT TAMPER WITH
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THE BLOCKED WEB*
* it’s like it’s 1995, and we can start over.
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ARID WASTELAND
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A NEW DAWN
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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%
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Listento users’grievances.
PageFair’s 3 Steps to Solving Adblocking
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Listen Fixto users’grievances.
privacy, UX, security, &bandwidth.
PageFair’s 3 Steps to Solving Adblocking
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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
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SOLVE THE THREE TERRIBLE PROBLEMS OF DIGITAL MARKETING WEB CLUTTER AD FRAUD VERSATILITY
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#1
solves Web Clutter
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ATTENTION V ADVERTISING
SCARCE ATTENTION
OVER-ABUNDANT ADVERTISING
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ABUNDANT ATTENTION
SCARCE ADVERTISING
ATTENTION V ADVERTISING
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#2
solves Ad Fraud
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Attention = PLENTIFUL.
Adblockuser
Ads = SCARCE.
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Attention = PLENTIFUL.
Adblockuser
Ads = SCARCE.Definitely human.
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#3
solves Versatility
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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
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Adblock users BTL
ATL
AWARENESS
CONSIDERATION
INTENTION
PURCHASE
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Adblock users BTL
ATL
AWARENESS
CONSIDERATION
INTENTION
PURCHASE
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Blocked Web
Normal Web
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Zero clutter Zero fraud bots
Normal Web
Severe clutter Fraud
Blocked Web
NOW
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Normal Web Blocked Web
Future
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TIME TO ENGAGE WITH THE
BLOCKED WEB
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“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
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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
![Page 52: Presentation at IAB UK adblocking townhall, October 2016](https://reader034.fdocuments.us/reader034/viewer/2022052405/58784fbe1a28ab68198b623f/html5/thumbnails/52.jpg)
Reinvention, not reinsertion
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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