1. ISOJ 2016
Can advertising still subsidize journalism?
The ad blocking war and the news
organizations’ efforts to create new
revenue streams Jason Kint
@jason_kint
April 15, 2016
2. Please follow us
at: @DCNorg
① Who is DCN
② The Trust Crisis
③ The Opportunity
Agenda
5. The need to monetize
has led to
unrestrained
advertising.
Increase in ad volume and page clutter.
Increase in experience interruption.
Increase in data snooping.
Decline in audience goodwill,
Decline in attention to ads,
Decline in trust.
Advertising blocking by users
2
1 3
4
Trust Crisis
7. Ad Blocking Adoption Will Grow…
50%
9%
28%
5%
0%
10%
20%
30%
40%
50%
60%
Interested (3-5 on 5-point
scale)
Very/Somewhat likely to
use
Discounted estimate of
likely to use
Total Somewhat likely Very likely
Interest and Intent to try ad blocking software
Source: Digital Content Next Ad Block Report. Dec 2015.
9. ① 100% Focus on Consumers
② Purge the “Trust Parasites”
③ Deliver On Premium, Increase Value
Three Key Takeaways
Notas do Editor
Internet advertising market – IAB report is the best proxy – growing 15-20% per year.
Content creators – some growing, some shrinking – but market is flat over last five years.
Dealing with increasing levels of unviewable inventory, fake inventory, privacy now ad blocking.
Washington Times – 2016 April 12
- Ok pay attention here. 5% intend to install ad blocker in the next three months.
- IAB UK said small amount.
Unicorn. Think of this audience as entirely new audience coming to you under new conditions. If you’re providing real value to the consumer in your services or content, you have a direct relationship, it’s a completely new opportunity to over deliver to them.
So ad blocking is an opportunity
Drive out the companies damaging your trust
- publishers need to better control their pages
- advertisers push for investment in higher quality creative and less, low-risk retargeting direct response crap
Ad tech, billions on it, what about the consumer?
Search engines, protect the content for search, sharing
Stop paying off Ad block plus or be transparent about deal terms
100% focus on consumers