The joint boards of IAB, ANA, and 4A’s conducted a strategic simulation to identify actions that the digital advertising ecosystem might take to address the increasing use of ad blocking by consumers on mobile devices. Hear Mark Frost, whose company designed and led the simulation, summarize the major insights gained and the participants’ recommendations.
Understanding consumer response to advertising is the first step toward combating the increasing usage of ad blockers. Learn how The Washington Post researched its audience to analyze ad blocker user behavior, as well as the results of its value exchange communication. Jed Hartman offers perspective on the mid- and long-term damage that ad blockers can cause for publishers and consumers alike, and he shares tactical examples of how premium publishers are embracing both LEAN and DEAL principles.
Mobile ad blocking has yet to reach its pinnacle, but with users more sensitive to advertising on smaller screens, publishers need to use the lessons learned on desktop to ensure that history does not repeat itself. David Morris explains the expectations of the mobile consumer, the paramount importance of flawless user experience, and how the future of advertising depends on being better than its past.
This series of fast paced presentations helps you understand the solutions for better user experience. Three companies. One hour. Just what you need for your business.
LEAN scoring will provide the marketplace with the insights needed to support better ad experiences and stem the tide of ad blocking. Learn what criteria will be used to develop market guidance, and discover how this tool will be used to evaluate the user experience across digital properties.
Explore the behavioral traits of consumers who block ads, learn what drives them to do so, and discover what changes in user experiences drive consumer behavioral change.
2:30 – 2:45 pm: Insights on Unblocking Consumers
Samar Das, Founder and Chief Executive Officer, C3Research
2:45 – 3:15 pm: Understanding the Drivers of Ad Blocking
Scott Spencer, Director, Product Management, Sustainable Advertising, Google
Forbes conducted a survey focused on ad blocker awareness, usage, and motivation to determine whether consumers understand how their actions impact the content they view. Mark Howard shares the publisher’s findings and offers guidance on how best to engage with users.
While digital revenue is continuing to grow, ad blocking and concerns about user experience have created a lot of questions about what’s ahead. Jonah Goodhart provides a state of the state on ad blocking, addressing questions including: Is ad blocking rising or falling? What categories of content are affected most? What is the multiscreen impact? What’s next for the industry?
In an exploration of ad speed optimization, SheKnows examined the various aspects of ad serving across its network—from the initial ad call to where it lives on the page. Michael Bendall explains these findings, as well as the process by which, and rationale for how, the publisher chooses its vendors.
First it was ad blockers. Now its ad blocker-blockers. What’s next—ad blocker-blocker-blockers? Michael Smith of Hearst Corporation explores how we got here, the major players in the space and what’s likely to bring order to the disorder. Learn how to balance user experience and ad quality with publishers’ ability to monetize, and understand the emerging economy and venture market behind ad blocking, as well as what the major players are doing to regulate the market.