Balancing consumer, company, and advertiser needs.
Researching and implementing an elegant solution to request users to turn off their ad blocking software.
Client - Kelley Blue Book
Kelley Blue Book provides reputable car values for new and used cars at no cost to consumers. Their revenue comes from advertisements on the site.
Mitigate declining advertising performance and lost revenue opportunity caused by new ad blocking software.
Created ad blocker wall that prevents consumers from accessing content unless they turn off ad blockers. Recaptured $503k in monthly revenue.
Empathize with the User
Balancing consumer and business needs starts with the awareness that there are multiple perspectives to this situation. The first perspective is that of the consumer coming to Kelley Blue Book for their free car value. The second is that of the advertisers looking to promote their brand and new car line-up on KBB.com. The third is that of, Kelley Blue Book itself, which is working to keep the lights on with a suitable amount of revenue. We conducted stakeholder interviews and analytics research to gather all the voices, needs and perspectives.
Define the Solution
We aimed to create an ad blocking solution that clearly explained the value proposition of turning off ad blockers. We considered pure text, humorous messaging and different visual styles for the ad wall. We also considered alternative monetization ideas such as watching a video to continue instead of turning off ad blockers.
Build, Test & Iterate
Our solution needed to obtain the highest number of people whitelisting (i.e. turning off their ad blocker), while still maintaining a decent customer satisfaction score. We decided upon 80% satisfaction as our benchmark. With several rounds of live testing, we settled upon the solid ad wall with standard messaging. Surprisingly, the humorous test did not perform as well.