The Swedish Adblocking Collective: A Report, Digiday Publishing Summit Europe, October 2016
Transcript of The Swedish Adblocking Collective: A Report, Digiday Publishing Summit Europe, October 2016
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Daniel Weilar - CEO Nyheter24-Gruppen - Chairman IAB Sweden
THE SWEDISH ADBLOCK COLLECTIVE
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COLLECTIVE EFFORTS WILL MAKE MORE IMPACT
CONSUMERS DOWNLOAD ADBLOCKERS EN MASSE
INDIVIDUAL PUBLISHERS WILL STAND WEEK AGAINST THE MASSES
COLLECTIVE DATA INPUT WILL IMPROVE COMMUNICATION EFFICIENCY
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MY PERSPECTIVE ON ADBLOCK
NO WAY JOSE!
BECAUSE WE CAN
YEAH BABY!
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CONSUMERS DOWNLOAD ADBLOCKERS EN MASSE
INDIVIDUAL PUBLISHERS WILL STAND WEEK AGAINST THE MASSES
COLLECTIVE DATA INPUT WILL IMPROVE COMMUNICATION EFFICIENCY
TRACK 2: IMPROVE AD ENVIRONMENTTRACK 1: COMMUNICATE WITH ADBLOCKERS
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WE STARTED OFF WITH:
A COMMON STRATEGY TO PREVENT ADBLOCK GROWTH IN SWEDEN:
1) ADFRIENDLY SWEDEN 2) ACT AGAINST ADBLOCK USAGE
REALITY CHECK:
a) LEGAL & TECHNICAL ANALYSIS OF DETECTION
b) MEETINGS WITH GOVERNMENT BODIES
c) LEGAL EVALUATION TO AVOID A COMPETITION
LIMITING SITUATION
d) TECHNICAL COMPLIANCE
e) ANALYSIS OF CONSEQUENCES
f) EDUCATIONAL WORKSHOPS ACROSS THE
INDUSTRY
g) ENABLE THE URGE THROUGHOUT THE INDIVIDUAL
ORGANISATIONS
+
REASONS TO HESITATE: PLATFORM REACH
BRANDED CONTENT / AFFILIATE CONSUMER REVENUES
AD REVENUES SOCIAL REACH
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THE PROCESS
DETECT Handla
DETECTION OF AD BLOCKER
START COMMUNICATING WITH CONSUMERS
IMPLEMENT GUIDELINES
ADFRIENDLY SWEDEN
LatencyIntrusivenessInterruption
Quality
1
SHARE DATAWITH
IAB SWEDEN
2
3
COMMUNICATE: ENCOURAGE
WHITELISTING OR DEACTIVATION
ACT: BLOCK OR
LIMIT CONTENT
CONVERT: TO SUBSCRIPTION ALT.
MICRO PAYMENT
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KEY TAKE AWAYSDOING THIS COLLECTIVELY IS F***ING HARD
YOU WILL WIN OVER MORE CONSUMERS THAN YOU THINK
TO GET THEM ALL, ADFRIENDLY SWEDEN IS NOT ENOUGH
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”THIS IS NOT THE BEGINNING OF THE END
THIS IS THE END OF THE BEGINNING”
WINSTON CHURCHILL
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THANK YOU -
DANIEL WEILAR