Download - Deck from New Video Frontiers conference
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@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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50.6 million monthly active users in Q2 2016 18% adblock penetration
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30 M
Q2 2016Q4 2015Q4 2013 Q2 2014 Q4 2014 Q2 2015
50 M
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Linear. Not exponential.
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NOT THE “ADPOCALYPSE”
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ADBLOCKING IS LIKE
CLIMATE CHANGE
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CRISIS OF THE COMMONS
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ADTECH IS FOCUSED ON SHORT TERM
WINS.
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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
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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 TECHNOLOGY
THAT CAN NOT BE CIRCUMVENTED BY
ADBLOCKERS
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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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Listen Fix SERVEto users’ grievances.
respectful ads that can not be tampered with by adblockering.
privacy, UX, security, & bandwidth.
PageFair’s 3 Steps to Solving Adblocking
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The Blocked WebNo clutter. No bots.
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SOLVES THE CMO’S THREE TERRIBLE PROBLEMS IN DIGITAL 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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Normal Web
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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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1. Publishers - not advertisers - feel the most pain.
2. But consumer pain is real too. 3.Three steps: Listen, Fix, then Serve. 4.It is time to engage with the Blocked
Web.
Summary