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The end of ad harassment - WTF Ad Blocking UK, 3/10/16

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Cristina Constandanche from Cheetah Ad Platforms' sponsored presentation from Digiday's WTF Ad Blocking event in London - March 10, 2016.

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The end of ad harassment - WTF Ad Blocking UK, 3/10/16

  1. 1. The End of Ad Harassment Cris3na Constandache @c_constandache
  2. 2. 2© Cheetah Mobile 2016. All rights reserved. 21M 30M 39M 54M 121M 181M Jan 2010 Jan 2015Jan 2011 Jan 2012 Jan 2013 Jan 2014 Global Monthly Ac3ve Ad Blocking SoAware Users (Desktop) The Evolu*on Of Ad-Blocking Annual growth of 41% (Q2 2014 – Q2 2015) Source: 2015 Ad Blocking Report – The Cost of Adblocking
  3. 3. 3© Cheetah Mobile 2016. All rights reserved. 3 WHY DO WE BLOCK ADS? They’re interrup*ve Their design can be annoying OAen irrelevant Privacy concerns about Targeted ads 73% 55% 54% 46% 31% Slow down web browsing Source: : IAB UK/YouGov ‘Online Ad Blocking’
  4. 4. Ad-blockers A Threat? Opportunity
  5. 5. 8© Cheetah Mobile 2016. All rights reserved. It’s Time To Change!
  6. 6. 9© Cheetah Mobile 2016. All rights reserved. Less likely to block ads if… •  48%-they did NOT interfere with what they are doing •  36% - there were fewer ads on webpages •  14% -they were MORE relevant Source: : IAB UK/YouGov ‘Online Ad Blocking’,, consumer usage and aLtudes, Oct 15 Ad Blockers As A Marke*ng Opportunity On Mobile ONLY 19% are using ad blockers on their smartphone
  7. 7. Native Advertising Is a Tower of Babel Sponsore d content Non- interruptive Unique & proprietary Organic to experience In content well Brande d content In user’s stream Non IAB- standards Ads via CMS High quality Paid conten t Custom content New advertorials 8 Na*ve Ad Formats: A Real Tower Of Babel
  8. 8. We do ads differently.
  9. 9. 12© Cheetah Mobile 2016. All rights reserved. 12 The World’s #3 Mobile App Audience* 1 12 23 2+BILLION DOWNLOADS * Across both iOS and Android Devices Source: Cheetah Mobile Third Quarter 2015 results
  10. 10. 13© Cheetah Mobile 2016. All rights reserved. 13 The Three Pillars Of Na*ve Ads THE FORMAT THE TIMING THE DATA
  11. 11. Turning Mobile Signals into Marke3ng Insight
  12. 12. 19© Cheetah Mobile 2016. All rights reserved. 2-3X Lifetime Value 8-10X CTR © Cheetah Mobile 2016. All rights reserved. Driving Results 3-5X Engagement
  13. 13. AD BLOCKERS... •  Are NOT a phantom menace. •  Provides a marke3ng opportunity for brands.
  14. 14. It’s all about inclusive adver3sing NOT intrusive adver3sing

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