Fixing the ad-blocking problem with Adstream++

November 2016

Adstream ++

Adstream ++

Adstream ++

Ad in UK Top 10

Views 10 Million

spent on advertising

Millions

Adstream ++

Our Purpose. Make mobile better.

When stuff sucks,

#makeitright.

Adstream ++

Network reliability. We’ve been rated the most

reliable network in the UK by

YouGov for calls, texts and data.

Feel at Home. Our customers save on average

£202 using their phones abroad

at no extra cost.

Most trusted network. We’ve worked hard to win our customer’s

trust. That’s why we are the No.1 rated UK

operator on trustpilot.com (7.6/10)

We #makeitright.

Adstream ++

Adstream ++

A flawed industry.

Pop-up ad taking over the

whole screen.

intrusive...

The problem with mobile advertising.

irrelevant...

An ad for office furniture.

annoying ads.

Multiple ads take over the screen

and the close button is too small

to click on mobile.

Instead of

seeing the

article I want to

read, I get…

Direct from our customers’ mouths.

Wordcloud based on verbatims from ~550

customers from ThreeUK insight, March 2016

Adstream ++

“As a consumer you don’t want lots of really big ads loading and taking up lots of your data. For us, as an industry, ad blocking is a message we have to listen to.”

Ad-tech acknowledges the need to change.

- Tim Elkington, IAB chief strategy officer

Adstream ++ Project Adstream ++

for 1GB

data.

Adstream ++

Yes, we tested ad blocking in our network

Source: Three Ad blocking trial - 6000 customers (opt-in), 24 hours, 15-16 June 2016

84% said it was effective, 46% very effective

No significant customer experience issues

Zero calls into our contact centre

72% wanted to keep using it

The technology worked and customers loved it !!

“If it was to be free I would use it

I can get to the info I want quicker

Wow, I can finally read my local newspaper online!!“

Adstream ++

Mobile advertising

Adstream ++

60% on

Customers

data.

60% on

Customers

data.

Adstream++

Together.

Let’s #makeitright

Adstream ++

Customers should

not pay for data

consumed by Ads.

Privacy and security

must be protected.

Ads should be relevant

and inspirational and

not degrade the

experience.

Adstream++ principles.

Adstream ++

A better mobile advertising experience where I only see relevant, optimised and unobtrusive ads that don’t invade my privacy or eat up my data allowance.

Customer proposition.

Adstream ++

Do nothing - Everything stays the same.

Join Adstream++ - Get the ultimate mobile ad experience.

Get an Ad Blocker

Customers have the freedom to choose.

Adstream ++

The story so far.

Industry response

Engagement

Huge response from the industry. Concern shown over the impact on their business

Meetings with stakeholders in the industry (companies, regulators, trade bodies)

Business Model Working with analysts to define our business model

Trial Technical customer trial to test technology

So…why is our initiative good for ad:tech?

Adstream ++

Adstream ++

• Malware • Fraud • Poor ad experience

Industry needs have converged with needs of the user

Adstream ++

Increase media effectiveness by 25%

Advertisers

Source: Mobilesquared: Analysis of UK Mobile Advertising Marketplace and Adstream++ Oct 2016

Adstream ++

Improve value of your advertising space by 20%

Publishers

Source: Mobilesquared: Analysis of UK Mobile Advertising Marketplace and Adstream++ Oct 2016

Adstream ++

End users don’t need Ad-Blockers

Ad-Tech

Adstream ++

Lets make mobile advertising

better for our customers with

Adstream++

Adstream ++

Together

Next Steps.

Adstream ++

1. Work with the industry to pursue better ad standards for

consumers

2. Continue engaging with the industry on Adstream ++

3. Launch the service, encourage user adoption and #makeitright

for all of our customers

adstream@three.co.uk

Adstream ++