Deciphering the ad tech alphabet soup, WTF Programmatic, December 2016
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
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Transcript of The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
WhoaretheAudience
PeoplePower
Interesting Slide #1
Interesting Slide #2
Interesting Slide #3
2012 Publisher Response to Adblocking
2016 Publisher Response to Adblocking
Secret Sauce
ENORMOUS Big New
Adblocking Tech Stack VC
Investment Opportunity
Ghost Boomerang Effect
“GOD HAS A MOST WICKED SENSE OF HUMOUR”
41% installedbecausepreroll
75% saidintrusiveadsmorethananythingelsethanspeedordatausage
88% saypopupadsaremostannoying
Generation Z Brain
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
AdCluUer
New Slant on Homepage Takeover?
IrishChildcareService
AdultMaterial
Give Me Personalised Ads
The UnCanny Valley
57% ofpeopleareconcernedabouttheweberodingtheirprivacy
Trends in Privacy
Publisher has not been named so as to protect the innocent
53% prefertobrowseanonymously 63%
areconcernedwithhowtheirpersonaldataisbeingused40%
deletecookiessothatwebsitescanforgetthem
Source:GlobalWebIndex
Privacy
24% of
Internetusersdeletetheirfirstpartycookiesinagivenmonthanddosoanaverageof3Dmesperdeleter.
Source:Comscore
33% ofInternetusers
delete3rdparDescookies 7 Dmespermonth
44% ofTwiUerandgoogle+usersdeletedcookiessothatwebsiteswillnotrememberthem
42% offacebook,YouTubeandInstragamusersdidthesame
On Demand Content is Driven by Free Content
64%
Adults16+
Source:MediaIntelligenceService–MediaConsumpDonTrends-November2015
“Thisismalware””
“FakeandMalware””
“It’samalware””
“DeletedImmediately”
“Itkindofirritatesme...onemoreandthisAdblockergoesbyby”
“Italsogivesadsofit'sown”
27% of European Adults use a connected TV
82%
5 average number of Potential Portable Online Devices in the home.
Source:google2015
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
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
BeUpfront
There’sonlysomuchDmeintheday,andonlysomanypageswhereactualhumanbeingsarereallypayinga3en4on
Therearefewplaceswheremarketerscan
beassuredofquality,engagement,and
appropriatecontext.
Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning.
How Will I Survive?
@IamConorMullen
