C5i Case Studies The Ad Blocker Invasion – A threat to digital advertising industry

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	The Ad Blocker Invasion – A threat to digital advertising industry C5i

The Ad Blocker Invasion – A threat to digital advertising industry

C5i

Technology Category	Application Infrastructure & Middleware - API Integration & Management
Applicable Functions	Sales & Marketing
Use Cases	Fraud Detection
Services	Data Science Services
Challenge	Ad Blockers are a significant threat to digital advertising. The use of Ad Blockers by phone and operating system manufacturers, such as Apple's announcement to add an Ad Blocker feature in its new iOS 9, has raised concerns in the Advertising Industry. In July 2016, the client was finalizing its media budgets and needed to ascertain the latest market trends and threats to make an informed decision about advertising. The client sought to understand the potential threat from Ad Blockers across specific geographies and its impact on their advertising. Read More
About Customer	The client is a leading company in the Devices and Services sector, operating in the Information Technology industry. They are involved in digital advertising and were in the process of finalizing their media budgets in July 2016. The client was concerned about the increasing use of Ad Blockers, especially by phone and operating system manufacturers, and the potential threat it posed to their digital advertising efforts. They sought to understand the impact of Ad Blockers on their advertising across specific geographies and how to effectively deal with this threat. Read More
Solution	Blueocean Market Intelligence conducted a deep dive on Ad Blockers using secondary research and designed an Early Warning System on the threat, penetration, and security concerns of Ad Blockers. The major regions of study were the US, UK, and Australia. The deliverable included an overview of the Ad Blocker features, including iOS9 ad blocker features, Ad Blocker penetration across geographies, and Ad Blocker usage among different age groups. The report provided a Point of View (POV) to help the client devise media strategies to deal with this form of threat. Read More Log in to view content
Contents

Technology Category

Application Infrastructure & Middleware - API Integration & Management

Applicable Functions

Sales & Marketing

Use Cases

Fraud Detection

Services

Data Science Services

Challenge

Ad Blockers are a significant threat to digital advertising. The use of Ad Blockers by phone and operating system manufacturers, such as Apple's announcement to add an Ad Blocker feature in its new iOS 9, has raised concerns in the Advertising Industry. In July 2016, the client was finalizing its media budgets and needed to ascertain the latest market trends and threats to make an informed decision about advertising. The client sought to understand the potential threat from Ad Blockers across specific geographies and its impact on their advertising.

About Customer

The client is a leading company in the Devices and Services sector, operating in the Information Technology industry. They are involved in digital advertising and were in the process of finalizing their media budgets in July 2016. The client was concerned about the increasing use of Ad Blockers, especially by phone and operating system manufacturers, and the potential threat it posed to their digital advertising efforts. They sought to understand the impact of Ad Blockers on their advertising across specific geographies and how to effectively deal with this threat.

Solution

Blueocean Market Intelligence conducted a deep dive on Ad Blockers using secondary research and designed an Early Warning System on the threat, penetration, and security concerns of Ad Blockers. The major regions of study were the US, UK, and Australia. The deliverable included an overview of the Ad Blocker features, including iOS9 ad blocker features, Ad Blocker penetration across geographies, and Ad Blocker usage among different age groups. The report provided a Point of View (POV) to help the client devise media strategies to deal with this form of threat.

Impact #1	Provided holistic insights into the topic of Ad Blocking
Impact #2	Helped the client to devise digital media strategies
Impact #3	Used for media budget discussions

Impact #1

Provided holistic insights into the topic of Ad Blocking

Impact #2

Helped the client to devise digital media strategies

Impact #3

Used for media budget discussions

Benefit #1	The estimated loss of global revenue due to blocked advertising during 2015 was $21.8 B, which is expected to grow to $41.4 B by the end of 2016
Benefit #2	Globally people between age of 18-29 years old are most frequent users of Ad Blocker
Benefit #3	Visitors to gaming websites are significantly more likely to block advertising in UK and US

Benefit #1

The estimated loss of global revenue due to blocked advertising during 2015 was $21.8 B, which is expected to grow to $41.4 B by the end of 2016

Benefit #2

Globally people between age of 18-29 years old are most frequent users of Ad Blocker

Benefit #3

Visitors to gaming websites are significantly more likely to block advertising in UK and US

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Overview

The Ad Blocker Invasion – A threat to digital advertising industry

Operational Impact

Quantitative Benefit