ad blockers we had it coming
TRANSCRIPT
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Ad blocking: We Had it Coming
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Is the internet really open?
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Modern homepage Modern encyclopedia
Modern traffic cop Modern storefront
Meet: the gatekeepers
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David Vs. WhatsHisName
Network of over 1 Million sites
IPO in 2011
Peak market cap: > $2BN
Revenue: over $100K per day
“Panda” release in 02/2012
Traffic declined by 85%
Current market cap: $123 Million
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A reality check
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The announcements
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The reactions…
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Pop-up & banner ads
PROS
Helps advertisers reach their performance goals
Monetization for publishers
Puts products/services in front of users they may not have been aware of
CONS
For publishers, redirects users off the site
For advertisers, lowers brand value
For users, bad UX
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Real value?
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Ad blockers usage
Sources: Pagefair, Forbes
Installed on ~12% of desktop browsers
70% YoY growth
In some countries (Poland, Sweden, Denmark, Greece) nearly one quarter of the online population has adblocker installed
41% of 18-29 year olds polled
said they use adblock
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Legitimate consumer choice or
Theft?
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Some annoying dilemmas? Pop-ups
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Using ad blocker
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Mobile view with ads
“Sticky” banner
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Interstitial on every click
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Publishers fight back
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Native advertising
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The effectiveness of native ads
NATIVE ADS
32%BANNER ADS
23%NATIVE ADS
52%BANNER ADS
34%
Lift in brand favorability Lift in purchase intent
Consumers looked at original editorial content and native ads for a similar amount of time
NATIVE ADS
1 min
ORGANIC CONTENT
1.2 min
Source: Sharethrough/IPG Media Lab - 2014
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Example (Playbuzz)
Engagement rate91%
Completion rate86%
Avg. duration2:18Min
Prime location
promotion on Playbuzz.com
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My $0.02 The users have voted
A cat and mouse chase is bad for both sides
The gatekeeper may be evil, but WE should be honest
Whether the threat is real or not, it’s a great wake up call