Final Presentation for COM 600 NHsmtp class

1. M I C H A E L S U M M E R G R A D
C O M 6 0 0
1 2 / 1 6 / 1 5
Ad Blocking

2. Overview
 No matter where we go on the Internet, we cannot
escape advertisements
 YouTube, Facebook, News Outlets, etc.
 In the past few years, there has been an exponential
rise in Ad Blocking software with 40 million users in
2013 to 200 million today (Crichton, 2015)
 Consumers are becoming more aware of the tactics
used by these agencies to gather data, and want to
cutoff the gathering of personal information (Ha,
2015)

3. Out With the Old
 https://youtu.be/9iL8pGHgBjU
 Ad blocking prevents banner ads, flash ads, text ads,
and many other forms of advertisements from being
shown (AdBlock, 2015)
 Consumers are fed up with the amount of ads
especially on desktop and mobile devices (Johnson,
2015)
 This is forcing marketers to figure out new ways for
their content to be seen by their target audience

4. Question
 “If we block every ad there is, there will be no
content” –Lisa Valentino, Conde Nast
 Do you agree with this statement. If so, then do we
actually need Ad-Block as a natural filter?

5. In With the New
 There have been multiple new marketing tools
introduced to help continue monetization in an
AdBlock world (Baker, 2015)
 Sponsored Ads
 Native Ads
 “Freemium Model”

6. Sponsored Ads
 This is without a doubt one of the more frequent
ways advertisers have begun to reach consumers
 Twitter and Facebook have built in systems to allow
content creators to buy ad space, thus cutting out the
middleman
 Another big trend is for brands to pay personalities
with big followings to endorse a product

7. Native Ads
 Another example of how companies are finding ways
to attract users to their content without overtly
stating it is advertising dollars at play (Baker)
 Orange is the New Black NY Times (Deizel, 2014(
 The show sponsored an article regarding incarcerated women,
the same topic that the show is about
 By sponsoring content in the general field of the show, Netflix
attempted to drive readers of the article to watch the show
 This piece was in the top 2% of all pieces read on NY Times
during that year (Vinderslev, 2015)

8. “Freemium”
 The two-tiered system of free with ads and a
premium service with no ads has become very
popular
 Two of the biggest services providing this are Spotify
and Hulu, with YouTube beginning to dip their toes
in the water

9. The Future
 Recently, Apple allowed AdBlock on its iOS9
platform, thus causing a bit of stir in the industry
 It will be necessary to watch the development of
AdBlocking in the mobile territory as it becomes the
main screen for accessing content
 Food for thought:
https://www.youtube.com/watch?v=PMXXEQ3oEL
M (Natividad, 2015)

10. References
 Baker, L. (2015, October 29). 5 Ways to Monetize Your Website When Ad Blockers are Present [Editorial]. Retrieved
December 8, 2015, from Small Business Trends website: http://smallbiztrends.com/2015/10/how-to-get-around-ad-
blockers-monetize-website.html
 Crichton, D. (2015, June 7). Adblocking And The End Of Big Advertising. Retrieved December 8, 2015, from
TechCrunch website: http://techcrunch.com/2015/06/07/adblocking/
 Deziel, M. (2014, June). Women Inmates: Why the Male Model Doesn't Work. Retrieved from The New York Times
website: http://paidpost.nytimes.com/netflix/women-inmates-separate-but-not-equal.html
 Johnson, L., & Heine, C. (2015, October 25). We Brought Together the Major Players in the Ad Blocker War, and Here's
What They Told Each Other A candid discussion of digital's hottest topic. Retrieved December 8, 2015, from Adweek
website: http://www.adweek.com/news/advertising-branding/ heres-what-happens-when-ad-blockers-publishers-
and-agencies-get-together-talk-about-you-know-what-1677
 Ha, A. (2015, September 12). What We Talk About When We Talk About Ad Blocking. Retrieved December 8, 2015,
from TechCrunch website:http://techcrunch.com/2015/09/12/raymond-carver-loved-ads/#.rmd6xk:RZYD
 Natividad, A. (2015, December 7). How This Agency Used Ad Blockers to Recruit the Kind of Creatives It Wanted to
Hire Embracing the problem instead of denying it. Retrieved December 8, 2015, from Adweek website:
http://www.adweek.com/adfreak/how-agency-used-ad-blockers-recruit-kind-creatives-it-wanted-hire-168478

11. References
 AdBlock. (2015, November 23). This is AdBlock [Video file]. Retrieved from
https://www.youtube.com/watch?v=9iL8pGHgBjU
 Vinderslev, A. (2015, May 8). New numbers: Native advertising created massive traffic for New York Times. Retrieved
December 8, 2015, from Native Advertising Institute website:http://nativeadvertisinginstitute.com/blog/new-
numbers-native-advertising-created-massive-traffic-for-new-york-times/