18. The main reason
for ad blocking is
not just because
people hate ads
I feel blocking ads protects
me from getting viruses
I feel blocking ads speeds
up my computer
I just hate ads
The ads distract me
from what I'm doing
I feel blocking ads
gives me more privacy
Some sites have too many ads so I turn on
the ad blocker when I visit those sites
The sites I visit have too many ads
I don't trust ads and the
technology used to serve ads
The sites I visit have
visually unappealing ads
All of the above 18%
13%
27%
28%
30%
31%
40%
40%
42%
45%
Source: MarketingLand Jan 2016
28. Results
95,000 page
views - more
than double the
expectation
The 2nd highest
performing
competition of 2015
43% opt in rate
(av. 30%)
3.31min
av. dwell time
(site av. 1 min)
36. “Without a paper to dictate
process, organisation, culture,
and economics, the Independent
will be free to be whatever it needs
to be to best serve its public… “
Jeff Jarvis,
journalist and author
of What Would
Google Do?