Making bad ads sad - Rad!

Opening keynote at Velocity Conference, Santa Clara , June 2016

Transcript

2. Making bad ads sad— Rad! Bruce Lawson, Opera Software
3. @brucel
4. Advertisements must be obviously distinguishable from editorial content “ Strictly regulated - The BCAP Code: The UK Code of Broadcast Advertising @brucel
5. Advertisements must not be excessively noisy or strident. “ Not too jarring @brucel
6. Advertisements must be prepared with a sense of responsibility to the audience and to society. “ Responsible @brucel
7. 7 minutes an hour (off peak) for PSBs and 9 minutes an hour for all other broadcasters Not overwhelm content @brucel - Regulating the quantity of advertising on television, Ofcom (Copyright: Ofcom)
9. 288 Dutch websites affected with malware Security - https://blog.fox-it.com/2016/04/11/large-malvertising-campaign-hits-popular-dutch-websites/ @brucel
11. + the deadliest sin: @brucel
12. USA - Used by kind permission of Secret Media @brucel
13. half of all news website data came from ads and similar content - The Cost of Mobile Ads on 50 News Websites - New York Times @brucel
14. - @brucel $9.50
15. 500MB data: hours worked @brucel Brazil Nigeria South Africa United States Germany 0 10 20 30 40 1 5.7 18 28.2 34.4
17. 36% APAC smartphone users block ads - New York Times (30 May 2016) @brucel Digital self-defence
18. 2/3 - New York Times (30 May 2016) @brucel India and Indonesia
19. @brucel Opera Desktop
20. Video of Opera’s built-in speed test
21. @brucel Opera Mini
22. 10% of incoming traffic savings, 10% more page loads per machine with no CPU load change 
 
 = happier accounting. Opera Mini, with ad blocker @brucel
23. An accountant today, being happy @brucel
24. Data savings is 13.7% better with adblock in extreme mode 
 
 = very happy users! Ad block data savings @brucel
25. Very happy users, today @brucel
26. preloading makes pages load ~20% faster. I think preloading is the single biggest performance improvement browsers have ever made. “ Mr Souders - Steve Souders @brucel
27. Ta-Da! @brucel
28. @brucel
29. @brucel
30. ▪ their resources are triggered by scripts, thus fire somewhat later through the page transcoding process and extend our execution window ▪ the loaded resource modifies DOM which is expensive, as triggers re-layout. ▪ but the script may register actions on intervals to refresh / change the ads loaded, which rewinds us a few steps back. Why are ads so slow on Mini? @brucel
31. Why are ads so slow? @brucel ▪ slow HTTP response, multiple HTTP requests, huge number of HTTP redirects, big and suboptimal javascript code. ▪ often the DOM element is just a script one, which means it is fired (load time++) to create another DOM element. That might finally load quite a few inlines. ▪ use counter URLs that often are chained, which means a bunch of redirects until real resource.
32. Memory Usage (10 tabs) @brucel Google Chrome 1274MB 1123MB 940MB 604MB 0 400 800 1200 Adblock Plus
33. Gas-Guzzling Ads @brucel Power saving Ad blocker mWh used Battery time OFF OFF 40637 3:32 ON OFF 32634 4:24 ON ON 28206 5:06
34. WE DON’T HATE BUSINESS @brucel
35. @brucel
36. but the biz is broken @brucel “ We messed up ... we lost track of the user experience. - Interactive Advertising Bureau (IAB)
37. Non-native display ads have an average clickthrough rate of 0.08% from September to December 2015. (Google DoubleClick data) One in 1,250 clicks through Business Insider (April 2016) @brucel
38. Programmatic for online display has been an exercise in polishing a turd. “ Programmatic? - Confessions of a media agency CEO (Digiday) @brucel
39. @brucel
40. So where would the money be better spent? Ad blocking could really help this. What we need is far fewer, more effective ad formats. “ Some in industry want blocking @brucel - Confessions of a media agency CEO (Digiday)
41. Only two formats were valuable: native and video. - Dave Jakubowski, Head of Ad Tech, Facebook What works? @brucel
42. smashimgmag.com - used by kind permission
43. In Nigeria, the cost of data to watch 2 minutes of video a day can be more than the cost of month’s schooling of a child. Be careful of video - How To Make Internet Affordable (Web We Want) @brucel
44. unskippable video ads are a primary driver for installing ad blockers “ - IAB Be careful of video #2 @brucel
45. WHAT’S INDUSTRY DOING? @brucel
46. LEAN guidelines (IAB) How LEAN Can You Get? A Scale and a Score Will Tell You - IAB @brucel ▪ Lightweight ▪ Encrypted ▪ AdChoice supporting ▪ Non-invasive
47. pre-roll video ads must include the opportunity to skip after no more than 15 seconds. “ LEAN for consumers? @brucel - IAB
48. Nascent web standards @brucel ▪ Intersection observers. ▪ Content Performance Policy (see Yoav Weiss’ talk, 3.40pm today)
49. an average household would be willing to pay approximately €38 a month for internet services that it currently receives for free. “ - Digital Dividends (World Bank) @brucel
50. a web API to allow merchants to easily accept payments from different payment methods with minimal integration. User agents (e.g., browsers) will facilitate the payment flow between merchant and user. “ Payment Request API - editors: Microsoft, Google, Mozilla, Facebook @brucel
51. UX pays dividends - The Value of Customer Experience, Quantified (Harvard Business Review) @brucel 140%
52. ad blocker usage in the U.S. is expected to double by 2020. We’re on the cusp of mass public acceptance. You have 43 months. Innovate or die. “ Let ad blockers win? - The best way to beat ad blockers? Let them win (Kurt Gessler, Deputy Editor for Digital News, Chicago Tribune) @brucel
53. Summary @brucel ▪ Ad industry messed up ▪ Opera’s consumers use ad blockers as digital self- defence against terrible performance and high bills ▪ Ad industry needs to get its house in order and provide good user experience
54. brucel@opera.com opera.com/developer brucelawson.co.uk @brucel