Daniel Weilar - CEO Nyheter24-Gruppen - Chairman IAB Sweden

THE SWEDISH ADBLOCK COLLECTIVE

COLLECTIVE EFFORTS WILL MAKE MORE IMPACT

CONSUMERS DOWNLOAD ADBLOCKERS EN MASSE

INDIVIDUAL PUBLISHERS WILL STAND WEEK AGAINST THE MASSES

COLLECTIVE DATA INPUT WILL IMPROVE COMMUNICATION EFFICIENCY

MY PERSPECTIVE ON ADBLOCK

NO WAY JOSE!

BECAUSE WE CAN

YEAH BABY!

CONSUMERS DOWNLOAD ADBLOCKERS EN MASSE

INDIVIDUAL PUBLISHERS WILL STAND WEEK AGAINST THE MASSES

COLLECTIVE DATA INPUT WILL IMPROVE COMMUNICATION EFFICIENCY

TRACK 2: IMPROVE AD ENVIRONMENTTRACK 1: COMMUNICATE WITH ADBLOCKERS

WE STARTED OFF WITH:

A COMMON STRATEGY TO PREVENT ADBLOCK GROWTH IN SWEDEN:

1) ADFRIENDLY SWEDEN 2) ACT AGAINST ADBLOCK USAGE

REALITY CHECK:

a) LEGAL & TECHNICAL ANALYSIS OF DETECTION

b) MEETINGS WITH GOVERNMENT BODIES

c) LEGAL EVALUATION TO AVOID A COMPETITION

LIMITING SITUATION

d) TECHNICAL COMPLIANCE

e) ANALYSIS OF CONSEQUENCES

f) EDUCATIONAL WORKSHOPS ACROSS THE

INDUSTRY

g) ENABLE THE URGE THROUGHOUT THE INDIVIDUAL

ORGANISATIONS

+

REASONS TO HESITATE: PLATFORM REACH

BRANDED CONTENT / AFFILIATE CONSUMER REVENUES

AD REVENUES SOCIAL REACH

THE PROCESS

DETECT Handla

DETECTION OF AD BLOCKER

START COMMUNICATING WITH CONSUMERS

IMPLEMENT GUIDELINES

ADFRIENDLY SWEDEN

LatencyIntrusivenessInterruption

Quality

1

SHARE DATAWITH

IAB SWEDEN

2

3

COMMUNICATE: ENCOURAGE

WHITELISTING OR DEACTIVATION

ACT: BLOCK OR

LIMIT CONTENT

CONVERT: TO SUBSCRIPTION ALT.

MICRO PAYMENT

KEY TAKE AWAYSDOING THIS COLLECTIVELY IS F***ING HARD

YOU WILL WIN OVER MORE CONSUMERS THAN YOU THINK

TO GET THEM ALL, ADFRIENDLY SWEDEN IS NOT ENOUGH

”THIS IS NOT THE BEGINNING OF THE END

THIS IS THE END OF THE BEGINNING”

WINSTON CHURCHILL

THANK YOU -

DANIEL WEILAR