Jason Kint
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Transcript of Jason Kint
ISOJ 2016Can 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
Please follow us at: @DCNorg
① Who is DCN
② The Trust Crisis
③ The Opportunity
Agenda
Advancing the Future of Trusted Content
$0.0$2.0$4.0$6.0$8.0
$10.0$12.0$14.0 Industry
(IAB)Declining CPMsViewabilityFraudShift to MobileAd blocking
Last 5 Years, Advertising Isn’t Funding It
2010
2015
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
Source: Ghostery TrackerMap for Washington Times – Apr 12, 2016.
One Click, One Page on the Net
Ad Blocking Adoption Will Grow…
Interested (3-5 on 5-point scale)
Very/Somewhat likely to use
Discounted estimate of likely to use
0%
10%
20%
30%
40%
50%
60%
0.5
0.0928%
5%
Total Somewhat likely Very likely
Interest and Intent to try ad blocking software
Source: Digital Content Next Ad Block Report. Dec 2015.
…Creating A Unicorn Opportunity
2010 2011 2012 2013 2014 20150
20406080
100120140160180
Glob
al A
udie
nce
(mil-
lions
)
① 100% Focus on Consumers
② Purge the “Trust Parasites”
③ Deliver On Premium, Increase Value
Three Key Takeaways