building your safety net in the age of ad blockers
TRANSCRIPT
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BUILDING YOUR SAFETY NETIN THE AGE OF AD BLOCKERS
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Ad Blocking: You’re right to be worried!
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Ad Blocking by the Numbers
2014 20150
20406080
100120140160180200
Users of Ad Blocking Software (Millions)
41% increase!
Source: The Cost of Ad Blocking Report, 2015
$22BPublisher Lost Advertising
Revenue
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Ad Blocking: Now on Mobile
• With iOS9 release, ad blocking has come to mobile.• The majority of digital
media consumption now takes place on mobile.
Source: comScore, The U.S. Mobile App Report
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How do you build your safety net?
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Why email?
• Email ads have a 2X better CTR than display ads and are much less likely to get blocked.
• Email is 33% more trusted than display advertising.
• Ideal platform for native ads
• Email is 19X better at driving (organic) audience engagement than social media like Facebook.
Sources: LiveIntent, Google, Nielsen
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Email: Preferred Channel for Brand Communication
Postal M
ail
TV Ads
Print M
edia
Text Messa
ge
Socia
l Media
In-Person
Phone Calls
Online Ads
Mobile Apps
Online Video
Other
None0
1020304050607080
% o
f Res
pond
ents
Source: MarketingSherpa
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This is your Audience
Direct
Referral
Search
Social
Traffic SourcesWhat segment of your audience can you:
1. Reach at a time of your choosing?
2. Control exactly what they see?
3. Know who they are when they visit?
4. Monetize off-site?
Email can do all 4, and is the channel that you truly own.
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The Game Plan
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Focus on the Funnel
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1. Develop Your AudienceCreate an audience of email subscriber “whales”
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How to do it
1. Lightboxes on your website
2. Email signup via social
3. Cross-promote newsletters
Unlimited potential!Increase ad impressions by sending more emails
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2. Monetize EmailDirect & Indirect monetization
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How to do it: Sell in-email ads
• IAB banner ads in email• Sell inventory directly if
you have a big list with known demographics
• Up to $20 CPMs (open)• Easily backfill with
turnkey ad network, set and forget, $2-3 CPM on email opens.
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How to do it: Sell Promo Emails
• Also known as “list rental”• Subscribers are ad opt-in• Up to $50 CPM (delivered) on
direct sales• Email provider supports
deployment• Turnkey ad networks can
generate $7 CPM• Audience extension available
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How to do it: Native Ads
• High volume of articles clicked from social
• But native ads generally less shared on social
• Email can “push” native ads to audience
• Opportunities with long form email
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RevenueOpportunity
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Example Client PerformanceMonthly Unique Visitors 40MActive Email Subscribers @ 5% Capture 2MContent emails: 30 per month 60M / moEmail Opens @ 21% Open Rate 13M / moClick Throughs @ 18% CTOR 2M / moPage Views @ 4.6 per visit 10M / moSite Traffic Revenue @ $11.36 CPM $119K / moNewsletter Ad Revenue @ $2.43 CPM $31K / moPromo Email Revenue: 4 per month @ $8.55 CPM $68K / moMonthly Recurring Revenue $218K / moAnnual Recurring Revenue $2,610,415Annual Program Cost @ $0.49 CPM $352,800ROI % 740%
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Who is PostUp?
World-class email marketing for the world’s leading Publishers
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Who is PostUp?
The only email provider specifically recommended for Publishers.