wtf is the future of ad blocking? - digiday wtf ad blocking nyc, 1/14/16
TRANSCRIPT
Beyond Ad Blocking: Some thoughts from the Guardian
Leading independent, liberal voice in America
38-40 million uniques
Average age 34
59% millennial
Introducing the Guardian
Audience >50%
Commercial revenue >80%
Ad blocking appx 8%
Our growth
“If I didn’t work for the Guardian, I would block ads,” said Guardian US CEO Eamonn Store. He’s fed up with the poor-quality ads that slip through on the Guardian and other trusted sites.
My confession…
The same reason I watched the
Golden Globes with a 30min delay
The same reason I watch TV on demand
The same reason I subscribe to Netflix
Why?
Because the ad world hasn’t lived up to its promises… (yet)
Why?
The proof…
Positive Negative
Short-term $$$ - Invasive - Irrelevant
- Slow
- Reputation damaging
- Difficult to screen
The impact of bad ads
And at a deeper (darker) level…
From a tactical / practical point of view: 1. Empathy vs. alienation
2. Proactive education of our audience and industry
3. Diversify our risk
5 things we need to do
Continue contextualizing the issue with, and talking to, our audience (asking not ordering)
1. Empathy vs. alienation
On how our journalism is funded and how it benefits society
2. Educate our audience
Building an adaptive ecosystem
3. Diversify our risk
More fundamentally: 4. Reinforce our reason for being and our role 5. Evolve our business model around our values
5 things we need to do
Reinforcing our role in society
4. Reason for being
Duty and Public Service
Courage
Integrity Openness
Honesty & Fairness
Re-iterating our values
4. Reason for being
Are we really the same? (And do we practice what we preach?)
4. Reason for being
Commercial Model
Values
Values
VC/Equity Shareholders
Proprietors
Vs.
Purpose Profit
Our values drive our behavior – Humans trump algorithms
4. Reason for being
Our values drive our behavior – The human craft of journalism has never been more important
4. Reason for being
Our commercial model needs to respect the craft
Traffic / Reach Engagement Trust & Loyalty
Influence
Viewability
Ad Blocking
Last year Now Now+ Near Future
5. Evolving our business model
Business planning beyond ad revenue
Commercial Partnerships
Ad Revenue & Content
Partnerships Philanthropy Membership IP
5. Evolving our business model
And if we get it wrong…
Thanks for listening