Building your safety net - PowerPoint Presentation

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Uploaded On 2017-05-09

Building your safety net - PPT Presentation

in the age of ad blockers Ad Blocking Youre right to be worried Ad Blocking by the Numbers 41 increase Source The Cost of Ad Blocking Report 2015 22B Publisher Lost Advertising Revenue ID: 546553

revenue email cpm ads email revenue ads cpm audience blocking mobile native emails source postup channel turnkey month recurring

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Slide1

Building your safety net

in the age of ad blockersSlide2

Ad Blocking:

You’re right to be worried!Slide3

Ad Blocking by the Numbers

41% increase!

Source: The Cost of Ad Blocking Report, 2015

$22B

Publisher Lost Advertising RevenueSlide4

Ad Blocking: Now on Mobile

With iOS9 release, ad blocking has come to mobile.

The majority of digital media consumption now takes place on mobile.

Source:

comScore

, The U.S. Mobile App ReportSlide5

How do you build your safety net?Slide6

Why email?

Email ads have a

2X better CTR

than display ads and are much less likely to get blocked.

Email is

33% more trusted

than display advertising.

Ideal platform for

native ads

Email is

19X better at driving (organic) audience engagement than social media like Facebook.

Sources:

LiveIntent

, Google, Nielsen Slide7

Email: Preferred Channel for Brand Communication

Source: MarketingSherpaSlide8

This is your Audience

What segment of your audience can you:Reach at a time of your choosing?

Control exactly what they see?

Know who they are when they visit?

Monetize off-site?

Email can do all 4, and is the channel that you truly own.Slide9

The Game PlanSlide10

Focus on the FunnelSlide11

1. Develop Your Audience

Create an audience of email subscriber “whales”Slide12

How to do it

Lightboxes on your websiteEmail signup via socialCross-promote newsletters

Unlimited potential!

Increase ad impressions by sending more emailsSlide13

. Monetize Email

Direct & Indirect monetizationSlide14

How to do it: Sell in-email ads

IAB banner ads in emailSell inventory directly if you have a big list with known demographicsUp to $20 CPMs (open)Easily backfill with turnkey ad network, set and forget, $2-3 CPM on email opens.Slide15

How to do it: Sell Promo Emails

Also known as “list rental”

Subscribers are ad opt-in

Up to $50 CPM (delivered) on direct sales

Email provider supports deployment

Turnkey ad networks can generate $7 CPM

Audience extension availableSlide16

How to do it: Native Ads

High volume of articles clicked from socialBut native ads generally less shared on socialEmail can “push” native ads to audienceOpportunities with long form emailSlide17

Revenue

OpportunitySlide18

Example Client Performance

Monthly Unique Visitors

40M

Active Email Subscribers @ 5% Capture

Content emails: 30 per month

60M / mo

Email Opens @ 21% Open Rate

13M / mo

Click Throughs @ 18% CTOR

2M / mo