I’d like to start with a simple question in a show of hands who here likes online
in a show of hands who here likes online
in a show of hands who here likes online advertising hey that’s great that’s
advertising hey that’s great that’s
advertising hey that’s great that’s that’s the answer I was expecting it
that’s the answer I was expecting it
that’s the answer I was expecting it actually means that I can do the rest of
actually means that I can do the rest of
actually means that I can do the rest of the talk you see of course she wouldn’t
the talk you see of course she wouldn’t
the talk you see of course she wouldn’t I’m a marketing consultant I own a
I’m a marketing consultant I own a
I’m a marketing consultant I own a marketing agency and even I find certain
marketing agency and even I find certain
marketing agency and even I find certain types of advertising invasive annoying
types of advertising invasive annoying
types of advertising invasive annoying sometimes just downright rude but
sometimes just downright rude but
sometimes just downright rude but luckily there’s the ad blocker beautiful
luckily there’s the ad blocker beautiful
luckily there’s the ad blocker beautiful piece of software that can eliminate
piece of software that can eliminate
piece of software that can eliminate most of the advertising we see online
now according to recent research by
now according to recent research by Paige fair the number of people using ad
Paige fair the number of people using ad
Paige fair the number of people using ad blockers has increased from 21 million
blockers has increased from 21 million
blockers has increased from 21 million back in 2010 to 236 million now in 2017
back in 2010 to 236 million now in 2017
back in 2010 to 236 million now in 2017 and that doesn’t include the 380 million
and that doesn’t include the 380 million
and that doesn’t include the 380 million people using them on mobile devices
people using them on mobile devices
people using them on mobile devices these are pretty big numbers but what do
these are pretty big numbers but what do
these are pretty big numbers but what do they actually mean according to the
they actually mean according to the
they actually mean according to the Internet Advertising Bureau this is up
Internet Advertising Bureau this is up
Internet Advertising Bureau this is up to 25% of all people online and really
to 25% of all people online and really
to 25% of all people online and really interestingly the number one reason why
interestingly the number one reason why
interestingly the number one reason why people downloaded ad blockers it’s not
people downloaded ad blockers it’s not
people downloaded ad blockers it’s not due to the number of ads or download
due to the number of ads or download
due to the number of ads or download speeds it’s actually due to interruption
speeds it’s actually due to interruption
speeds it’s actually due to interruption see people are getting really really
see people are getting really really
see people are getting really really annoyed that they’re browsing online
annoyed that they’re browsing online
annoyed that they’re browsing online trying to look at websites and they’re
trying to look at websites and they’re
trying to look at websites and they’re being disrupted by this advertising that
being disrupted by this advertising that
being disrupted by this advertising that annoys their online experience so this
annoys their online experience so this
annoys their online experience so this got me thinking what if these numbers
got me thinking what if these numbers
got me thinking what if these numbers continue to grow what if we reach a
continue to grow what if we reach a
continue to grow what if we reach a situation where everyone’s losing and
situation where everyone’s losing and
situation where everyone’s losing and everyone’s using sorry an ad blocker and
everyone’s using sorry an ad blocker and
everyone’s using sorry an ad blocker and online advertising ceases to exist would
online advertising ceases to exist would
online advertising ceases to exist would this be a good thing and in the
this be a good thing and in the
this be a good thing and in the absence of any online advertising what
absence of any online advertising what
absence of any online advertising what if anything replaces it yeah we’re in
if anything replaces it yeah we’re in
if anything replaces it yeah we’re in the ad blocker future there’s no ads
the ad blocker future there’s no ads
the ad blocker future there’s no ads isn’t it great so it’s going to be some
isn’t it great so it’s going to be some
isn’t it great so it’s going to be some really great things that are going to
really great things that are going to
really great things that are going to come from this first of all it’s going
come from this first of all it’s going
come from this first of all it’s going to level the playing field a little bit
to level the playing field a little bit
to level the playing field a little bit because suddenly it’s no longer the
because suddenly it’s no longer the
because suddenly it’s no longer the great big global company that’s got
great big global company that’s got
great big global company that’s got loads of marketing budget that gets in
loads of marketing budget that gets in
loads of marketing budget that gets in front of you guys first the little guy
front of you guys first the little guy
front of you guys first the little guy and the small business it’s got just as
and the small business it’s got just as
and the small business it’s got just as much chance of creating great online
much chance of creating great online
much chance of creating great online content that gets your attention and
content that gets your attention and
content that gets your attention and keeps you on their website the
keeps you on their website the
keeps you on their website the interruption issue well that’s not an
interruption issue well that’s not an
interruption issue well that’s not an issue anymore because people can browse
issue anymore because people can browse
issue anymore because people can browse websites to their heart’s content you
websites to their heart’s content you
websites to their heart’s content you haven’t got a wait for ads to load and
haven’t got a wait for ads to load and
haven’t got a wait for ads to load and you’re no longer being disrupted by
you’re no longer being disrupted by
you’re no longer being disrupted by advertising and also it’s going to be
advertising and also it’s going to be
advertising and also it’s going to be advertisers step up their game a little
advertisers step up their game a little
advertisers step up their game a little bit so instead of just plowing all their
bit so instead of just plowing all their
bit so instead of just plowing all their money into online advertising we might
money into online advertising we might
money into online advertising we might have better content better services
have better content better services
have better content better services better features anything that they can
better features anything that they can
better features anything that they can do to compete and get you guys staying
do to compete and get you guys staying
do to compete and get you guys staying on their websites so everyone’s happy
on their websites so everyone’s happy
on their websites so everyone’s happy and we can use these stock images that
and we can use these stock images that
and we can use these stock images that would otherwise never be used this one
would otherwise never be used this one
would otherwise never be used this one is ecstatic because she’s got through
is ecstatic because she’s got through
is ecstatic because she’s got through her entire online experience without
her entire online experience without
her entire online experience without seeing one banner ad these kids will
seeing one banner ad these kids will
seeing one banner ad these kids will they can watch YouTube videos to their
they can watch YouTube videos to their
they can watch YouTube videos to their heart’s content without seeing a video
heart’s content without seeing a video
heart’s content without seeing a video ad play before them this woman look how
ad play before them this woman look how
ad play before them this woman look how much time she has saved by not waiting
much time she has saved by not waiting
much time she has saved by not waiting for an ad to load before she looks at a
for an ad to load before she looks at a
for an ad to load before she looks at a webpage just save so much time she can
webpage just save so much time she can
webpage just save so much time she can look at her watch a list lady I’m not
look at her watch a list lady I’m not
look at her watch a list lady I’m not really sure what this lady’s doing but
really sure what this lady’s doing but
really sure what this lady’s doing but I’m pretty sure she’s happy about it
I’m pretty sure she’s happy about it
I’m pretty sure she’s happy about it because there’s no online ads yep but
because there’s no online ads yep but
because there’s no online ads yep but hang on a minute
hang on a minute
hang on a minute there’s no such thing as a free lunch
there’s no such thing as a free lunch
there’s no such thing as a free lunch and according to some recent research by
and according to some recent research by
and according to some recent research by Juniper research the advertising
Juniper research the advertising
Juniper research the advertising industry is set to lose up to twenty
industry is set to lose up to twenty
industry is set to lose up to twenty seven billion dollars simply due to ad
seven billion dollars simply due to ad
seven billion dollars simply due to ad blockers now I’m assuming that the
blockers now I’m assuming that the
blockers now I’m assuming that the industry is not just going to take that
industry is not just going to take that
industry is not just going to take that so what now happens in the future
so what now happens in the future
so what now happens in the future does anyone heard of these two companies
does anyone heard of these two companies
does anyone heard of these two companies ok chopin’s who’s ever used Google or
ok chopin’s who’s ever used Google or
ok chopin’s who’s ever used Google or Facebook okay all of your hands should
Facebook okay all of your hands should
Facebook okay all of your hands should be up right now and for the majority of
be up right now and for the majority of
be up right now and for the majority of us the use of these two platforms is
us the use of these two platforms is
us the use of these two platforms is actually a daily occurrence but the
actually a daily occurrence but the
actually a daily occurrence but the thing I was thinking about these two
thing I was thinking about these two
thing I was thinking about these two companies is and what a lot of us don’t
companies is and what a lot of us don’t
companies is and what a lot of us don’t know is that up to 90% of their annual
know is that up to 90% of their annual
know is that up to 90% of their annual turnover is actually comes from
turnover is actually comes from
turnover is actually comes from advertising revenue we are talking
advertising revenue we are talking
advertising revenue we are talking billions of dollars that funds the
billions of dollars that funds the
billions of dollars that funds the running of their companies and allows
running of their companies and allows
running of their companies and allows all of us to use their services for free
all of us to use their services for free
all of us to use their services for free free messenger apps free social media
free messenger apps free social media
free messenger apps free social media platforms free translation tools gosh
platforms free translation tools gosh
platforms free translation tools gosh what else is there the list is actually
what else is there the list is actually
what else is there the list is actually kind of endless but where does this
kind of endless but where does this
kind of endless but where does this advertising revenue go a lot of it will
advertising revenue go a lot of it will
advertising revenue go a lot of it will go on paying the 80,000 full time staff
go on paying the 80,000 full time staff
go on paying the 80,000 full time staff that these two companies have worldwide
that these two companies have worldwide
that these two companies have worldwide it goes on running their companies
it goes on running their companies
it goes on running their companies paying their rent giving their staff
paying their rent giving their staff
paying their rent giving their staff free food but it actually also goes on
free food but it actually also goes on
free food but it actually also goes on hundreds if not thousands of projects
hundreds if not thousands of projects
hundreds if not thousands of projects around the world that are nothing to do
around the world that are nothing to do
around the world that are nothing to do with advertising projects in medical
with advertising projects in medical
with advertising projects in medical research clean energy philanthropy and a
research clean energy philanthropy and a
research clean energy philanthropy and a lot of the technological advances that
lot of the technological advances that
lot of the technological advances that we’ve seen in recent years have actually
we’ve seen in recent years have actually
we’ve seen in recent years have actually been directly funded by advertising
been directly funded by advertising
been directly funded by advertising revenue the driverless car pilotless
revenue the driverless car pilotless
revenue the driverless car pilotless planes that deliver medical supplies to
planes that deliver medical supplies to
planes that deliver medical supplies to war-torn areas stratosphere balloons
war-torn areas stratosphere balloons
war-torn areas stratosphere balloons that deliver Wi-Fi to those underneath
that deliver Wi-Fi to those underneath
that deliver Wi-Fi to those underneath clean energy research medical research
clean energy research medical research
clean energy research medical research advances in robotics artificial
advances in robotics artificial
advances in robotics artificial intelligence virtual reality augmented
intelligence virtual reality augmented
intelligence virtual reality augmented reality it’s a huge number of products
reality it’s a huge number of products
reality it’s a huge number of products and advances mike zuckerberg himself
and advances mike zuckerberg himself
and advances mike zuckerberg himself mike mark Wow
mike mark Wow
mike mark Wow don’t put that in
don’t put that in
don’t put that in Markovic Berserker burg himself has
Markovic Berserker burg himself has
Markovic Berserker burg himself has pledged three billion dollars to helping
pledged three billion dollars to helping
pledged three billion dollars to helping fight seizes within his own lifetime
dare i say that in this case advertising
dare i say that in this case advertising can be seen as a force for good
can be seen as a force for good
can be seen as a force for good that’s for anything so already we’re
that’s for anything so already we’re
that’s for anything so already we’re building up this bigger picture of ad
building up this bigger picture of ad
building up this bigger picture of ad blockers and how they actually have a
blockers and how they actually have a
blockers and how they actually have a butterfly effect on many other different
butterfly effect on many other different
butterfly effect on many other different things rather than simply removing
things rather than simply removing
things rather than simply removing advertising from your online experience
advertising from your online experience
advertising from your online experience so I queso what happens in the ad
so I queso what happens in the ad
so I queso what happens in the ad blocker future Google and Facebook cease
blocker future Google and Facebook cease
blocker future Google and Facebook cease to exist they can’t be funded anymore
to exist they can’t be funded anymore
to exist they can’t be funded anymore none of those projects I just mentioned
none of those projects I just mentioned
none of those projects I just mentioned they don’t get funded anymore and the
they don’t get funded anymore and the
they don’t get funded anymore and the human race stops moving forward there’s
human race stops moving forward there’s
human race stops moving forward there’s no technological advances and this
no technological advances and this
no technological advances and this picture goes a little bit backwards to
picture goes a little bit backwards to
picture goes a little bit backwards to what we’re used to this is actually a
what we’re used to this is actually a
what we’re used to this is actually a beautiful family dinner scene from 2050
mmm ok so there’s a bit of catastrophic
mmm ok so there’s a bit of catastrophic thinking there but the point still
thinking there but the point still
thinking there but the point still remains if we’re going to keep all of
remains if we’re going to keep all of
remains if we’re going to keep all of the positive aspects the advertising
the positive aspects the advertising
the positive aspects the advertising revenue currently generates how do we do
revenue currently generates how do we do
revenue currently generates how do we do that
that
that one of those answers is that it comes
one of those answers is that it comes
one of those answers is that it comes down to you guys so when you’re doing
down to you guys so when you’re doing
down to you guys so when you’re doing your Google search would you pay a penny
your Google search would you pay a penny
your Google search would you pay a penny for it how about 10 pence would you pay
for it how about 10 pence would you pay
for it how about 10 pence would you pay that every time you searched noting how
that every time you searched noting how
that every time you searched noting how it’s going to bit more expensive isn’t
it’s going to bit more expensive isn’t
it’s going to bit more expensive isn’t it what did you have to pay five pounds
it what did you have to pay five pounds
it what did you have to pay five pounds a month for every social media platform
a month for every social media platform
a month for every social media platform you use which ones would you get rid of
you use which ones would you get rid of
you use which ones would you get rid of oh I can see some of your faces
oh I can see some of your faces
oh I can see some of your faces oh gosh get rid of that one see because
oh gosh get rid of that one see because
oh gosh get rid of that one see because now that we have to pay for it we’re not
now that we have to pay for it we’re not
now that we have to pay for it we’re not so willing to use it and I’ve done some
so willing to use it and I’ve done some
so willing to use it and I’ve done some calculations I’ve looked at my own usage
calculations I’ve looked at my own usage
calculations I’ve looked at my own usage online and I’ve come up with a plan of
online and I’ve come up with a plan of
online and I’ve come up with a plan of what I think the adblock of future looks
what I think the adblock of future looks
what I think the adblock of future looks like for me it’s pretty expensive man I
like for me it’s pretty expensive man I
like for me it’s pretty expensive man I mean I roughly do 1,500 Google searches
mean I roughly do 1,500 Google searches
mean I roughly do 1,500 Google searches a month I’m going to keep four of my
a month I’m going to keep four of my
a month I’m going to keep four of my social media accounts I think you go on
social media accounts I think you go on
social media accounts I think you go on to the subscription YouTube red platform
to the subscription YouTube red platform
to the subscription YouTube red platform which is round about eight pounds a
which is round about eight pounds a
which is round about eight pounds a month and news articles
month and news articles
month and news articles you know they spend a lot of time
you know they spend a lot of time
you know they spend a lot of time writing notes there 10 pH 58 pounds a
writing notes there 10 pH 58 pounds a
writing notes there 10 pH 58 pounds a month that’s pretty expensive this is
month that’s pretty expensive this is
month that’s pretty expensive this is going to completely change the way that
going to completely change the way that
going to completely change the way that we all use online could this be the
we all use online could this be the
we all use online could this be the future of online images you see in the
future of online images you see in the
future of online images you see in the ad blocker future we’ve completely taken
ad blocker future we’ve completely taken
ad blocker future we’ve completely taken away the ability for advertisers and
away the ability for advertisers and
away the ability for advertisers and their facilitators to advertising their
their facilitators to advertising their
their facilitators to advertising their own space so now we’re going to
own space so now we’re going to
own space so now we’re going to advertise in yours
advertise in yours
advertise in yours we’re already used to using filters
we’re already used to using filters
we’re already used to using filters borders loads of loads of lovely little
borders loads of loads of lovely little
borders loads of loads of lovely little bits that we can add to our photos and
bits that we can add to our photos and
bits that we can add to our photos and we currently have the ability to upload
we currently have the ability to upload
we currently have the ability to upload hundreds if not thousands of photos to
hundreds if not thousands of photos to
hundreds if not thousands of photos to blogs websites social media platforms
blogs websites social media platforms
blogs websites social media platforms completely free of charge but in the
completely free of charge but in the
completely free of charge but in the AdBlocker future these filters they’re
AdBlocker future these filters they’re
AdBlocker future these filters they’re compulsory and if you want to upload a
compulsory and if you want to upload a
compulsory and if you want to upload a photo for free well it’s got to be
photo for free well it’s got to be
photo for free well it’s got to be sponsored so what will it really will
sponsored so what will it really will
sponsored so what will it really will happen I hope haven’t scared you too
happen I hope haven’t scared you too
happen I hope haven’t scared you too much at the moment there’s actually a
much at the moment there’s actually a
much at the moment there’s actually a bit of panic our block is a relatively
bit of panic our block is a relatively
bit of panic our block is a relatively new they’re disrupting the marketplace
new they’re disrupting the marketplace
new they’re disrupting the marketplace and advertisers are scared already
and advertisers are scared already
and advertisers are scared already there’s been several lawsuits attempted
there’s been several lawsuits attempted
there’s been several lawsuits attempted against some of the largest ad blocker
against some of the largest ad blocker
against some of the largest ad blocker companies unsuccessfully a my ad where
companies unsuccessfully a my ad where
companies unsuccessfully a my ad where as other publishers and websites they
as other publishers and websites they
as other publishers and websites they decided to implement what we call fair
decided to implement what we call fair
decided to implement what we call fair usage policies whereby they’ve asked
usage policies whereby they’ve asked
usage policies whereby they’ve asked people to remove their ad blockers when
people to remove their ad blockers when
people to remove their ad blockers when they’re trying to access their free
they’re trying to access their free
they’re trying to access their free content these don’t work though because
content these don’t work though because
content these don’t work though because 75% of people won’t turn off their
75% of people won’t turn off their
75% of people won’t turn off their blocker they’ll just leave the site so
blocker they’ll just leave the site so
blocker they’ll just leave the site so what happens then I’m a genuine believer
what happens then I’m a genuine believer
what happens then I’m a genuine believer that disruption in some cases can be a
that disruption in some cases can be a
that disruption in some cases can be a good thing and I think that ad blockers
good thing and I think that ad blockers
good thing and I think that ad blockers will give the online advertising
will give the online advertising
will give the online advertising industry kick up the bum that it really
industry kick up the bum that it really
industry kick up the bum that it really needed and where we were used
needed and where we were used
needed and where we were used advertisers may be just kicking back in
advertisers may be just kicking back in
advertisers may be just kicking back in vents investing money into ads perhaps
vents investing money into ads perhaps
vents investing money into ads perhaps they’ll take it a little bit more
they’ll take it a little bit more
they’ll take it a little bit more seriously investing in good quality
seriously investing in good quality
seriously investing in good quality content great features better services
content great features better services
content great features better services better ways to entice us and get us to
better ways to entice us and get us to
better ways to entice us and get us to share their content we’re already seeing
share their content we’re already seeing
share their content we’re already seeing this with some companies and
this with some companies and
this with some companies and you’ve all heard of BuzzFeed so BuzzFeed
you’ve all heard of BuzzFeed so BuzzFeed
you’ve all heard of BuzzFeed so BuzzFeed has over 200 million hits on their
has over 200 million hits on their
has over 200 million hits on their website every month and 2.2 billion
website every month and 2.2 billion
website every month and 2.2 billion video views every single month and what
video views every single month and what
video views every single month and what they’ll do is they’ve got a big brand
they’ll do is they’ve got a big brand
they’ll do is they’ve got a big brand little partnership with BuzzFeed but we
little partnership with BuzzFeed but we
little partnership with BuzzFeed but we don’t make either a video or a
don’t make either a video or a
don’t make either a video or a questionnaire or an article that’s
questionnaire or an article that’s
questionnaire or an article that’s really genuinely interesting content
really genuinely interesting content
really genuinely interesting content that encourages people to share it
that encourages people to share it
that encourages people to share it organically I’m going to see a lot more
organically I’m going to see a lot more
organically I’m going to see a lot more of this in the future so to sum up I’d
of this in the future so to sum up I’d
of this in the future so to sum up I’d like to leave you with a question and
like to leave you with a question and
like to leave you with a question and something to think about in the future
something to think about in the future
something to think about in the future when you go home and you decide to
when you go home and you decide to
when you go home and you decide to download an ad blocker or use one in the
download an ad blocker or use one in the
download an ad blocker or use one in the future think about how you want to be
future think about how you want to be
future think about how you want to be advertised to would you rather have the
advertised to would you rather have the
advertised to would you rather have the current situation where all content is
current situation where all content is
current situation where all content is free but you know that viewing ads is
free but you know that viewing ads is
free but you know that viewing ads is the exchange for that would you rather
the exchange for that would you rather
the exchange for that would you rather pay for it all on a subscription basis
pay for it all on a subscription basis
pay for it all on a subscription basis or would you rather it be free but know
or would you rather it be free but know
or would you rather it be free but know that most of the content you’re seeing
that most of the content you’re seeing
that most of the content you’re seeing is sponsored and therefore likely to be
is sponsored and therefore likely to be
is sponsored and therefore likely to be biased I know which one I’d rather pick
biased I know which one I’d rather pick
biased I know which one I’d rather pick thank
thank
thank [Applause]
”
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