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