ad blockers: why one in four users uses them
Post on 17-Sep-2014
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DESCRIPTION
This is our presentation for the All Things Facebook congress in Athens, Greece on 25 November 2013. It discusses the issue of Ad Blockers, for which most marketers know nothing about and gives solutions to the problem.TRANSCRIPT
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George Anagnostopoulos CEO @ Socialab
AD BLOCKERS: WHY DOES ONE IN FOUR USERS USE THEM?
@suitGR
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Digital Marketing experience of 14 years behind this presentation
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The video for the #1 plugin: Ad Blocker Plus
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Probably the biggest Ad Blocker in history, since it does not play Flash files.
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WTF
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Maybe you’ve not really heard about Ad Blockers because it’s a taboo subject within the industry. It will probaby break the news big time in 2014, because it’s an issue that sells. And traditional media will not want to leave the opportunity to hit back to digital media. So please, do not panic when you hear about them.
Taboo
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It’s not something new. TV has already had Ad Blocking thanks to DVRs. TiVo, the mighty DVR, has an ad-skipping feature. But, they won’t mention it on their website for reasons of plausible deniability in case of lawsuits.
Old stuff
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One in four users, they say. My experience in Greece says that we are laggers in adopting Ad Blockers and less than 5% of the Internet population are using them. Even though installation is a breeze, Ad Blockers are mostly installed by Internet-savvy users, in my opinion.
Limited userbase
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Who loses? Brands who advertise on publishers who either offer aggressive formats or who do not track advertising performance. Unlike them, Facebook tracks Ads CTR among thousands of other things to ensure a good user experience. Plus most advertisers use the CPC model on Facebook, so they don’t really lose out on their results.
Facebook is safe
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The Web
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RULES 5
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YOU DO NOT
ABOUT TALK FIGHT CLUB
1
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TREAT YOUR
AS AUDIENCE
KING 1
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SPREAD
IDEAS AND MOVE PEOPLE
2
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BLAH
BLAH
BLAH BLAH
BLAH BLAH
BLAH
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HELP
SEE WHAT YOU
SAYING
THEM
ARE
3
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DESIGN BEAUTIFUL CAMPAIGNS ENGAGEMENT
4
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CULTIVATE
HEALTHY RELATIONSHIPS
5
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MEASURE
MEASURE
MEASURE!
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ADJUST
ADJUST
ADJUST!
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SUCCEED
SUCCEED
SUCCEED!
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PLAN
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PLAN
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