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- 1. Hi There Amanda Louw Head of Publisher & Business
Development AdClick Africa Media Group www.adclickafrica.com
amanda@adclickafrica.com Amanda Louw Happy_Ginger
- 2. SoWhat do you do?
- 3. Ads are what make the World Wide Web go round.
- 4. In case you havent noticed (although Im sure all of us in
this room are well aware of) Online ads are what make the WWW go
round. The internet wouldnt be what it is today, without online
advertising to fund it. It funds everything from FB, Twitter,
YouTube, News24, IOL as well as your favourite blogs & apps.
Google gets 90% of its revenue from ads, and up to 75% of its
mobile advertising revenue comes from iOS! Ads are what make the
WWW go round.
- 5. Ad Blocking
- 6. Todays presentation is about Ad Blocking, the impact and
effects it has on publishers and advertisers. Essentially, ad
blocking is rife, because theres a need for it. Have any of you
ever not felt irritated, annoyed by all the malware infested and
intrusive ads? Ad Blocking.
- 7. Oh No She Didnt!
- 8. Ad Blocking is very much a controversial topic to discuss,
particularly in our industry. Its certainly not one of the most
popular topics to discuss. But sometimes we have to talk about the
unpopular topics, as they can be just as important (if not more so)
than the popular ones. Unpopular.
- 9. One of the most pressing problems that publishers dont like
to talk about. Ad blocking has gone from a fringe issue to a
mainstream concern thats having an impact on publishers bottom
lines Its Taboo Ssh! We dont talk about that! Ad Blocking
- 10. Ad Blocking is very much regarded as a taboo topic to
discuss in our industry. When I told 1 of my publishers that I was
giving a talk about ad blocking the first thing he said to me was
Oh we dont talk about that! Ask yourself: When last did you talk
about ad blocking? Have you given it much thought at all? Who do
you discuss it with? Most of you probably answered: no, not much,
not at all, or just since you got the invite to this event. I
myself have never spoken or read up about this topic since I was
asked just 2 weeks ago to give a talk on it! (And Ive been in
digital ad business for several years!) Taboo.
- 11. Ad blockers are to the Web what spam filters were to
e-mail, only now the stakes are higher.
- 12. Just look at the web search rankings over the past 10
years. It shows a steady climb, especially between 2013-2014. And
the so are the downloads.
- 13. 21 million active users in 2010 To 144 million active users
in 2014 Expected 236 million active users by end of 2015 200 100
2011 2012 2013 2014 2015
- 14. Probably the most popular Ad Blocking tool, is Ad Block
Plus. Ad Blocking has been around for over 10 years, but was mostly
known to the geeky & techy population. Over the years, we can
se its popularity has now sky rocketed. Mostly thanks to word of
mouth & the realization of how easy it is to use. ABP has over
144 mill users since last year . Over 200 mill downloads for
Firefox browser . Recently approx. 50 mill mobile app downloads for
Android. Just released their own browser for Android in May this
year. Mostly as a result of the increasingly annoying and malware
infested ads we find on mobile. It blocks everything from cookies,
3rd party tracking, FB ads, pop ups, noisy video ads that auto
starts and YouTube pre-rolls! Ad Block Plus.
- 15. The Battle Advertisers & Publishers Consumers vs
- 16. What rights do publishers & advertisers have? In what
many people regard as a litmus test for the advertising industry, a
German court ruled against 2 major German publications that sued Ad
Block Plus for illegal & anti-competitive practice. However,
the court found in favour of the consumer, saying they have the
right to switch ads off if they want to. The media industry argue
that publishers & advertisers should have rights too, and
believe that ad blocking is akin to theft! But what steps do we
need to take now to address ad blocking? The Battle
- 17. Most apps in the app stores are free. And their main source
of income is either advertising or in-app purchases. A clear sign
that consumers are not used to or necessarily willing to pay for
apps.
- 18. iOS 9 . Apples content-blocking features for the next
version of iOS are a big deal. Because they can do real damage not
just to Googleits chief rivalbut to the commercial underpinnings of
the Web. Apple isnt blocking ads itself. But theyve done the next
best (or worst) thing: Theyve given developers easy-to-use tools to
build better, faster and more efficient ad blockers. I suspect
there are going to hundreds if not thousands of ad blockers in the
App Store from day one Its going to be a massive rush, because
theyre just so easy to make. iOS 9
- 19. And now? So what can we do? - Keep quiet, hoping it goes
away, and doesnt affect us? - Beg & plead users / consumers to
not bock ads - Perhaps we need to be more creative & work
harder towards enforcing and implementing all the best practices
for digital advertising & monetization
- 20. More visually engaging than standard banners Better CTRs
Less Intrusive Be more contextual Safe from Ad Blocking (for now)
Native Advertising
- 21. Native Advertising Simplified
- 22. You can find out how many of your users are blocking ads by
signing up to pagefair.com
- 23. Thank You! www.adclickafrica.com amanda@adclickafrica.com
Amanda Louw Happy_Ginger