Dr Johnny Ryan

THE PROBLEM

21% adblock desktop penetration (Q2 2015)

12 M

6 M

Aug 2013 Jun 2015Jan 2015Jan 2014 Jul 2015

12 M

6 M

Aug 2013 Jun 2015Jan 2015Jan 2014 Jul 2015

Linear. Not exponential.

Why people block•Ads obscure content. •Privacy. •Bandwidth. •Slow website load. •Security.

Why people block•Ads obscure content. •Privacy. •Bandwidth. •Slow website load. •Security.•Because they can.

The need to monetize has led to unrestrained

advertising.1

The need to monetize has led to unrestrained

advertising.

Increase in ad volume and page clutter. Increase in experience interruption.

Increase in data snooping.

2

1

The need to monetize has led to unrestrained

advertising.

Increase in ad volume and page clutter. Increase in experience interruption.

Increase in data snooping.

Decline in audience goodwill, Decline in attention to ads, Decline in trust.

2

1 3

The need to monetize has led to unrestrained

advertising.

Increase in ad volume and page clutter. Increase in experience interruption.

Increase in data snooping.

Decline in audience goodwill, Decline in attention to ads, Decline in trust.

Advertising blocking by users

2

1 3

4

THE GOOD NEWS

WE CAN SHOW ADS ON THE

BLOCKED WEB

ARID WASTELAND

0%

30%

60%

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 Text display

61%67% 67%

ATTENTION DEFICIT

Attention = SCARCE.

Normal person

Ads = OVERABUNDANT.

Attention = SCARCE.Ads = OVERABUNDANT.(Could even be a robot!)

Normal person

Attention = PLENTIFUL.

Adblock user

Ads = SCARCE.

Attention = PLENTIFUL.

Adblock user

Ads = SCARCE.Definitely human.

PRINCIPLES FOR THE NEXT

20 YEARS

Most normal Web users BTL

ATL

AWARENES

CONSIDERATION

INTENTION

PURCHASE

66% of online advertising is performance advertising, according to IAB/PwC Internet Ad Revenue Report, HY 2015

Adblock users BTL

ATL

AWARENES

CONSIDERATION

INTENTION

PURCHASE

Adblock users BTL

ATL

AWARENES

CONSIDERATION

INTENTION

PURCHASE

@johnnyryan

johnny@pagefair