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WhoaretheAudience
PeoplePower
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Interesting Slide #1
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Interesting Slide #2
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Interesting Slide #3
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2012 Publisher Response to Adblocking
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2016 Publisher Response to Adblocking
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Secret Sauce
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ENORMOUS Big New
Adblocking Tech Stack VC
Investment Opportunity
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Ghost Boomerang Effect
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“GOD HAS A MOST WICKED SENSE OF HUMOUR”
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41% installedbecausepreroll
75% saidintrusiveadsmorethananythingelsethanspeedordatausage
88% saypopupadsaremostannoying
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Generation Z Brain
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Most People Access Video via Wifi or Fixed Line
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Belgium
CroaDa
France
Greece
Ireland
Latvia
Netherlands
Poland
Romania
Serbia
Slovenia
Switzerland
UnitedKingdom
ViafixedLineorWifi
Viamobilenetwork
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AdCluUer
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New Slant on Homepage Takeover?
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IrishChildcareService
AdultMaterial
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Give Me Personalised Ads
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The UnCanny Valley
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57% ofpeopleareconcernedabouttheweberodingtheirprivacy
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Trends in Privacy
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Publisher has not been named so as to protect the innocent
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53% prefertobrowseanonymously 63%
areconcernedwithhowtheirpersonaldataisbeingused40%
deletecookiessothatwebsitescanforgetthem
Source:GlobalWebIndex
Privacy
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24% of
Internetusersdeletetheirfirstpartycookiesinagivenmonthanddosoanaverageof3Dmesperdeleter.
Source:Comscore
33% ofInternetusers
delete3rdparDescookies 7 Dmespermonth
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44% ofTwiUerandgoogle+usersdeletedcookiessothatwebsiteswillnotrememberthem
42% offacebook,YouTubeandInstragamusersdidthesame
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On Demand Content is Driven by Free Content
64%
Adults16+
Source:MediaIntelligenceService–MediaConsumpDonTrends-November2015
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“Thisismalware””
“FakeandMalware””
“It’samalware””
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“DeletedImmediately”
“Itkindofirritatesme...onemoreandthisAdblockergoesbyby”
“Italsogivesadsofit'sown”
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27% of European Adults use a connected TV
82%
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5 average number of Potential Portable Online Devices in the home.
Source:google2015
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1. People are becoming more and more au fait with their privacy rights and how much information they are sharing online
2. Self regulation needs to be taken seriously 3. Consumer Choice is the Reality 4. Not all adblockers are the same
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25%20% 24%
16%
52%
39% 36%32%
The site and its content istrustworthy
I trust advertisers andbrands that appear on this
site
I find this type of advertisingmore engaging than astandard static advert
The advertising on this siteis relevant to me
Any Network/Blind site Any Premium site
Advertising and content is more trusted and engaging on premium sites
Source:AOPIreland
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BeUpfront
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There’sonlysomuchDmeintheday,andonlysomanypageswhereactualhumanbeingsarereallypayinga3en4on
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Therearefewplaceswheremarketerscan
beassuredofquality,engagement,and
appropriatecontext.
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Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning.
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How Will I Survive?
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@IamConorMullen