BUILDING YOUR SAFETY NETIN THE AGE OF AD BLOCKERS

Ad Blocking: You’re right to be worried!

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

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

How do you build your safety net?

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

Email: Preferred Channel for Brand Communication

Email

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

This is your Audience

Direct

Referral

Search

Social

Email

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.

The Game Plan

Focus on the Funnel

1. Develop Your AudienceCreate an audience of email subscriber “whales”

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

2. Monetize EmailDirect & Indirect monetization

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.

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

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

RevenueOpportunity

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%

Who is PostUp?

World-class email marketing for the world’s leading Publishers

Who is PostUp?

The only email provider specifically recommended for Publishers.

Thank You!

For more information, contact:

Tony D’Anna, CEO, PostUptdanna@postup.com512-857-2949