Meet the Speakers: Job Plas, eyeo

Ahead of YMS19 LDN, we’re chatting to some of the youth marketing experts who’ll be taking to the stage about their passions, experiences and what they’re looking forward to at the event in April.

Job Plas is Director of Industry Relations at eyeo GmbH, the company behind Adblock Plus. With concerns from advertisers about the popularity of ad blocking among young consumers, and how this may impact their campaigns, Job shares his advice on how we can tackle this challenge and come out on top with Gen Z.

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From your research and experience, who is the typical user of Adblock Plus?

According to Deloitte, 89% of 18-24 year olds in the US use at least one form of ad blocking. That can also be extrapolated to our user-base. We found that our users are young, highly educated, employed, tech-savvy, spend more money and time online.

What advice do you give to advertisers who want to reach 16-24s who use Adblock Plus?

Respect users and their choices. It really is that simple.

The common online advertising standards are tailored to focus on generating short-term revenues, without truly considering the user experience. This is one of the reasons why online advertising caused users to install ad blockers by the hundreds of millions. Respect the end users, and serve them with advertising that complies with their preferences. If they choose to install an ad blocker that supports the Acceptable Ads Standard, you want to comply with that.

What kinds of ad formats and content do young people engage with most?

The more annoying the ads, the less ad blocking users engage with these ads.

Which brands do you think are creating the most exciting and impactful ads for young people?

I personally love the campaigns from a few of the disruptive new banks and financial solutions such as Monzo, Revolut and N26 (below). They are edgy, honest and bold, and have a great message for young people that don’t want to be part of the established, old financial sector.

Next, I personally truly love seeing big brands taking a clear stance in divided political landscapes. For all its flaws, Nike should be congratulated for their “Believe in something. Even if it means sacrificing everything,” campaign with Kaepernick. The risks were pretty huge, and many brands shy away from this. I truly hope this Nike campaign sets a new trend for brands.


Which digital trends are you excited to follow in 2019?

There is so, so much going on, it really is hard to pick one. A few things that are on my lists that I am watching (buzzword alert):  Machine Learning / AI, Augmented Reality, Virtual Reality, GDPR, CCPA, cryptocurrencies, but also things like Facebook, YouTube, trying to get it together after the months of scandals. These will have a huge impact on our future.

And the questions we ask everyone:

What have you learned in your career that you wish you’d known when you started out?

I’d recommend two things: First, try to understand the technology and product, even if you have a business background. The more technical knowledge you have, the better it helps you fundamentally understand the company you are working for, its place in the industry and your competitors.

Second, follow your passion. Don’t settle (too long) for a job that is just ‘nice’ or ‘ok’. Keep on pushing to get a position at a company that fits you.

What’s your favourite app at the moment?

N26, because it is one of the few truly disruptive companies. By being a mobile-first bank, they are up against quite a few fundamental challenges in Germany: card payments are rarely accepted by merchants, and they have to compete with established century-old banks. I fundamentally share a deep love for disruptive companies. On top of that, their UI is absolutely amazing and they offer amazing features. They are truly redefining banking.

What are you looking forward to at YMS19 LDN?

The conversations. I’ve seen some amazing speakers that I can’t wait to exchange ideas with, and I am positive that many of the attendees have great stories to learn from.

You can hear more from Job at YMS19 LDN, where he’ll be giving a keynote on how to reach the 67% of 16-24s that block ads. Click here for full details and to secure your passes for the year’s biggest youth marketing event.