Ad Blocking: You don’t

need to be afraid of the

BIG, BAD Wolf

Aurelie Guerrieri @ItsAurelieG

5© Cheetah Mobile 2016. All rights reserved.

21M

30M

39M

54M

121M

181M

Jan 2010 Jan 2015Jan 2011 Jan 2012 Jan 2013 Jan 2z014

Global Monthly Active Ad Blocking

Software Users (Desktop)

The Evolution Of Ad-Blocking

Annual growth of 41% YOY

(Q2 2014 – Q2 2015)

Source: 2015 Ad Blocking Report – The Cost of Adblocking

6© Cheetah Mobile 2016. All rights reserved. 6

DOOMSDAY

Ad Blocking Set for Sharp

Rise Towards ‘Epidemic’ ~ CNBC

Ad Blocker Consideration

Rises to 90% in APAC ~ Mediapost

‘Adblockalypse’ Now? ~ Biz Report

© Cheetah Mobile 2016. All rights reserved.

Ad-blockers

A Threat?

OpportunityWe do ads

differently

8© Cheetah Mobile 2016. All rights reserved. 8

The World’s #3 Mobile App Audience*

1

12

23

2+BILLION

DOWNLOADS

* Across both iOS and Android Devices

Source: Cheetah Mobile Fourth Quarter 2015 results

9© Cheetah Mobile 2016. All rights reserved. 9

The Three Pillars Of Native Ads

THE FORMAT

THE TIMING

THE DATA

Turning Mobile Signals into

Marketing Insight

20© Cheetah Mobile 2016. All rights reserved.

2-3XLifetime

Value

8-10X

CTR

© Cheetah Mobile 2016. All rights reserved.

Driving Results

3-5XEngagement

• Ad Blocking is NOT a phantom menace… but

provides a marketing opportunity for brands

• Turning mobile insights into marketing

insights

• It’s all about inclusive advertising NOT

intrusive advertising