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Monday 5 October 15
Dr. Johnny Ryan / johnny@pagefair.com
HOW AD BLOCKING
WORKSMonday 5 October 15
Web server
Ad server
Monday 5 October 15
Web server
Ad server
Monday 5 October 15
Advertisements
Adve
rtise
men
t
Web server
Ad server
Monday 5 October 15
Web server
Ad server
Ad blocking active
Monday 5 October 15
Web server
Ad server
Ad blocking active
Monday 5 October 15
Advertisement
Adve
rtise
men
t
Web server
Ad server
Ad blocking active
Monday 5 October 15
Web server
Ad blocking active
Monday 5 October 15
Web server
Ad blocking active
Monday 5 October 15
Numbers
Monday 5 October 15
10%Average for news:
(much higher for video)
Monday 5 October 15
200 M
100 M
mid 2009 mid 2011 mid 2013 mid 2015
50 M
Count of global ad block users
Monday 5 October 15
80%learn about ad blocking from friends / web / social media
Monday 5 October 15
EU:
IE18%
GB20% DK
23%
DE25%
NL14%
BE12%
FR10%ES
16%
PT21%
CH11%
PL35%
LT19%
LV15%
EE25%
FI19%
SE25%
IT13%
HR19%
RO18% BG
16%
SK9%
CZ11%
HU23%
SI20%
GR38%AT
21%
10-38%
Monday 5 October 15
Mobile<3% in the West
Monday 5 October 15
Asian mobile browsers
with blocking on by default
Monday 5 October 15
Maxthon
ver 4.4.4.2000 (Feb. 2015)
UC BrowserOwned by Alibaba
ver 9.9.2 (Aug. 2014)
264 millioninstalls
120 millioninstalls
Monday 5 October 15
Firefox Mobile
Monday 5 October 15
16% of Firefox Mobileusers were blocking ads(at endQ2 2015)
Monday 5 October 15
Who is blockingads?
Monday 5 October 15
18-29 30-44 45-60 >60AgeMonday 5 October 15
Why people block•Ads obscure content.•Privacy. •Bandwidth.•Slow website load. •Because they can.
Monday 5 October 15
The big picture
Monday 5 October 15
The need to monetize has led to unrestrained
advertising.1
Monday 5 October 15
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
Monday 5 October 15
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
Monday 5 October 15
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
Monday 5 October 15
Strategy
Monday 5 October 15
Ask nicely<1% conversion rate
3 strategies that failed:
Monday 5 October 15
Ask firmlyThis only work for publishers of exclusive long-form content (e.g. TV series)
Ask nicely<1% conversion rate
3 strategies that failed:
Monday 5 October 15
Ask firmlyThis only work for publishers of exclusive long-form content (e.g. TV series)
Ask nicely<1% conversion rate
Trench warfare/cat & mouseAd blockers retaliate and block all javascript on site
3 strategies that failed:
Monday 5 October 15
i. Avoid trench warfare, ii. put back ads,but iii. make sure people do not rebel
against those ads.
Monday 5 October 15
We need to end the cycle
We can serve ads to them,but... what should we serve?
We do not want to put backthe ads they have already rebelled against
i. Avoid trench warfare, ii. put back ads,but iii. make sure people do not rebel
against those ads.
Monday 5 October 15
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
% of people who do block ads who expressed some willingness to view ads
Monday 5 October 15
Principles needed For the ad-blocking audience.
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ADVERTISING 2.0
Monday 5 October 15
Monday 5 October 15
1. Publishers - not advertisers - feelthe pain
Summary
Monday 5 October 15
1. Publishers - not advertisers - feel the pain 2. Ad blocking driven by bad ads
Summary
Monday 5 October 15
1. Publishers - not advertisers - feelthe pain 2. Ad blocking driven by bad ads3. We can put ads back
Summary
Monday 5 October 15
1. Publishers - not advertisers - feelthe pain 2. Ad blocking driven by bad ads3. We can put ads back4. ...but publishers must decidewhat ads to show people who block
Summary
Monday 5 October 15
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