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Who	are	the	Audience	
People	Power
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%installed	because	preroll	
	
75%said	intrusive	ads	
more	than	anything	else	than	speed	or	data	usage	
	
88%say	pop	up	a...
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	
Fr...
Ad	CluUer
New Slant on Homepage Takeover?
Irish	Childcare	
Service	
Adult	
Material
Give Me Personalised Ads
The UnCanny Valley
57%of	people	are	concerned	
about	the	web	eroding	their	
privacy
Trends in Privacy
Publisher has
not been named
so as to
protect the
innocent
53%prefer	to	browse	anonymously	
	
	
	 63%are	concerned	with	how	their		
personal	data	is	being	used	
40%delete	cookies	so...
24% of		
Internet	users	delete	their	first	party	cookies	in	
a	given	month	and	do	so	an	average	of	3	Dmes	
per	deleter.		
S...
44%of	TwiUer	and	google+	users	deleted	cookies	so		
that	websites	will	not	remember	them	
	
42%of	facebook,	You	Tube	and	
...
On Demand Content is
Driven by Free Content
64%
Adults	16+	
Source:Media	Intelligence	Service	–	Media	ConsumpDon	Trends	-	...
“This	is	
malware””	
“Fake	and	
Malware””	
“It’s	a	
malware””
“Deleted	
Immediately”	
“It	kind	of	irritates	
me...one	more	and	
this	Ad	blocker	
goes	byby”	
“It	also	gives	
ads	of	it's...
27%
of European Adults use a connected TV
82%
5average number of Potential Portable Online Devices in the home.
Source:	google	2015
1.  People are becoming more and more au fait with
their privacy rights and how much information they
are sharing online
2...
25%
20%
24%
16%
52%
39%
36%
32%
The site and its content is
trustworthy
I trust advertisers and
brands that appear on this...
Be	Upfront
There’s	only	so	much	Dme	in	the	day,	and	only	so	many	
pages	where	actual	human	beings	are	really	
paying	a3en4on
There	are	few	places	where	marketers	can	
be	assured	of	quality,	
engagement,	and	
appropriate	
	context.
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
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16
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The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16

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Conor Mullen from RTE's presentation from Digiday's WTF Ad Blocking event in London - March 10, 2016.

Publié dans : Marketing
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The psychology behind ad blocking - WTF Ad Blocking UK, 3/10/16

  1. 1. Who are the Audience People Power
  2. 2. Interesting Slide #1
  3. 3. Interesting Slide #2
  4. 4. Interesting Slide #3
  5. 5. 2012 Publisher Response to Adblocking
  6. 6. 2016 Publisher Response to Adblocking
  7. 7. Secret Sauce
  8. 8. ENORMOUS Big New Adblocking Tech Stack VC Investment Opportunity
  9. 9. Ghost Boomerang Effect
  10. 10. “GOD HAS A MOST WICKED SENSE OF HUMOUR”
  11. 11. 41%installed because preroll 75%said intrusive ads more than anything else than speed or data usage 88%say pop up ads are most annoying
  12. 12. Generation Z Brain
  13. 13. 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 United Kingdom Via fixed Line or Wifi Via mobile network
  14. 14. Ad CluUer
  15. 15. New Slant on Homepage Takeover?
  16. 16. Irish Childcare Service Adult Material
  17. 17. Give Me Personalised Ads
  18. 18. The UnCanny Valley
  19. 19. 57%of people are concerned about the web eroding their privacy
  20. 20. Trends in Privacy
  21. 21. Publisher has not been named so as to protect the innocent
  22. 22. 53%prefer to browse anonymously 63%are concerned with how their personal data is being used 40%delete cookies so that websites can forget them Source: Global Web Index Privacy
  23. 23. 24% of Internet users delete their first party cookies in a given month and do so an average of 3 Dmes per deleter. Source: Comscore 33% of Internet users delete 3rd parDes cookies 7 Dmes per month
  24. 24. 44%of TwiUer and google+ users deleted cookies so that websites will not remember them 42%of facebook, You Tube and Instragam users did the same
  25. 25. On Demand Content is Driven by Free Content 64% Adults 16+ Source:Media Intelligence Service – Media ConsumpDon Trends - November 2015
  26. 26. “This is malware”” “Fake and Malware”” “It’s a malware””
  27. 27. “Deleted Immediately” “It kind of irritates me...one more and this Ad blocker goes byby” “It also gives ads of it's own”
  28. 28. 27% of European Adults use a connected TV 82%
  29. 29. 5average number of Potential Portable Online Devices in the home. Source: google 2015
  30. 30. 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
  31. 31. 25% 20% 24% 16% 52% 39% 36% 32% The site and its content is trustworthy I trust advertisers and brands that appear on this site I find this type of advertising more engaging than a standard static advert The advertising on this site is relevant to me Any Network/Blind site Any Premium site Advertising and content is more trusted and engaging on premium sites Source: AOP Ireland
  32. 32. Be Upfront
  33. 33. There’s only so much Dme in the day, and only so many pages where actual human beings are really paying a3en4on
  34. 34. There are few places where marketers can be assured of quality, engagement, and appropriate context.
  35. 35. Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning.
  36. 36. How Will I Survive?
  37. 37. @IamConorMullen

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