building your safety net in the age of ad blockers
TRANSCRIPT
BUILDING YOUR SAFETY NETIN THE AGE OF AD BLOCKERS
Ad Blocking: You’re right to be worried!
Ad Blocking by the Numbers
2014 20150
20406080
100120140160180200
Users of Ad Blocking Software (Millions)
41% increase!
Source: The Cost of Ad Blocking Report, 2015
$22BPublisher Lost Advertising
Revenue
Ad Blocking: Now on Mobile
• With iOS9 release, ad blocking has come to mobile.• The majority of digital
media consumption now takes place on mobile.
Source: comScore, The U.S. Mobile App Report
How do you build your safety net?
Why email?
• Email ads have a 2X better CTR than display ads and are much less likely to get blocked.
• Email is 33% more trusted than display advertising.
• Ideal platform for native ads
• Email is 19X better at driving (organic) audience engagement than social media like Facebook.
Sources: LiveIntent, Google, Nielsen
Email: Preferred Channel for Brand Communication
Postal M
ail
TV Ads
Print M
edia
Text Messa
ge
Socia
l Media
In-Person
Phone Calls
Online Ads
Mobile Apps
Online Video
Other
None0
1020304050607080
% o
f Res
pond
ents
Source: MarketingSherpa
This is your Audience
Direct
Referral
Search
Social
Traffic SourcesWhat segment of your audience can you:
1. Reach at a time of your choosing?
2. Control exactly what they see?
3. Know who they are when they visit?
4. Monetize off-site?
Email can do all 4, and is the channel that you truly own.
The Game Plan
Focus on the Funnel
1. Develop Your AudienceCreate an audience of email subscriber “whales”
How to do it
1. Lightboxes on your website
2. Email signup via social
3. Cross-promote newsletters
Unlimited potential!Increase ad impressions by sending more emails
2. Monetize EmailDirect & Indirect monetization
How to do it: Sell in-email ads
• IAB banner ads in email• Sell inventory directly if
you have a big list with known demographics
• Up to $20 CPMs (open)• Easily backfill with
turnkey ad network, set and forget, $2-3 CPM on email opens.
How to do it: Sell Promo Emails
• Also known as “list rental”• Subscribers are ad opt-in• Up to $50 CPM (delivered) on
direct sales• Email provider supports
deployment• Turnkey ad networks can
generate $7 CPM• Audience extension available
How to do it: Native Ads
• High volume of articles clicked from social
• But native ads generally less shared on social
• Email can “push” native ads to audience
• Opportunities with long form email
RevenueOpportunity
Example Client PerformanceMonthly Unique Visitors 40MActive Email Subscribers @ 5% Capture 2MContent emails: 30 per month 60M / moEmail Opens @ 21% Open Rate 13M / moClick Throughs @ 18% CTOR 2M / moPage Views @ 4.6 per visit 10M / moSite Traffic Revenue @ $11.36 CPM $119K / moNewsletter Ad Revenue @ $2.43 CPM $31K / moPromo Email Revenue: 4 per month @ $8.55 CPM $68K / moMonthly Recurring Revenue $218K / moAnnual Recurring Revenue $2,610,415Annual Program Cost @ $0.49 CPM $352,800ROI % 740%
Who is PostUp?
World-class email marketing for the world’s leading Publishers
Who is PostUp?
The only email provider specifically recommended for Publishers.
