Piers North from Trinity Mirror's presentation from Digiday's WTF Ad Blocking event in London - March 10, 2016.

2. The Panic
The Reality
The Strategy

4. Print Digital Mobile

5. 25%
Of all blockers say they ad block on their mobile
<2%
Of our mobile inventory is affected
75%
Of our mobile audience is over WiFi
Sources: comScore, Q4 2015; TEADs November 2015, IAB/YouGov Feb 2016
20m
65% of our UK audience is mobile
70%
Of blockers say they won’t return to sites with ‘intrusive’ ads
155%
mobile WW unique browsers in 24mths

6. • Nearly half of users say they do it to
block all ads.
• Only 1% do it for data, 12% do it to
improve device.
• Ads have to be part of the solu]on
Sources: IAB/YouGov Feb 2016

7. 58% would whitelist a mobile site
they find valuable
Sources: IAB/YouGov Feb 2016

8. 85% Block ads because of “pop ups”
26% Block ads because of “in feed”
Sources: TEADs November 2015

10. Be Cri]cal
Be Open
Don’t Panic
Be Strong
Be Confident