Should Brands Start Paying People To Watch Their Ads?

Should Brands Start Paying People To Watch Their Ads?
SHARE
THIS



 

In this guest post, Atomic212’s COO James Dixon (pictured below) argues that, as painful as it is to say, many people hate ads and if you want consumers to watch them you may well have to start paying them to do so…!

The world must be going crazy. Consumers have always wanted to get their content for free, but soon they may expect to be paid for the privilege. Are we moving towards an advertising model where brands will pay consumers directly to watch their ads?

James_Dixon

To those entrenched in a traditional advertising mindset, this might sound like a ludicrous concept. But just this month the Newspaper Association of America has threatened legal action against a man who is trying to implement such a system. The battle lines are being drawn, and I have a strong hunch where consumers will throw their allegiance.

Getting ads in front of eyeballs is harder than ever before. The intense fragmentation of channels means mass audiences are increasingly rare. Consumers can skip YouTube pre-rolls, they can fast-forward through TV ad breaks, and most importantly, they can install an adblocker. Personally I love a good piece of advertising, but then again, this is my industry. The truth is that many people don’t like ads.

A couple of years ago, marketers saw adblocking technology as nothing more than a minor nuisance. But in the past year, there has been an unmistakable shift in attitude. As audiences are inundated with content, they are becoming increasingly discerning, and increasingly annoyed by advertising models which interrupt their content experience.

According to Adobe and PageFair, adblocking is big business, costing publishers $US22 billion a year, with 18 per cent penetration in Australia (and growing). Publishers and ad networks have started sitting up and taking notice – adblocking is increasingly viewed as a formidable threat to advertising revenue.

But what if consumers could earn micropayments every time they viewed an ad? Surely the old misgivings would fall to the wayside.

This is exactly what Mozilla Founder Brendan Eich has done. Eich has this year launched a new project called Brave – it’s a browser that blocks third party ads, tracking and cookies. Meanwhile, Brave will then place its own ads instead, in place of the third party placements. Here’s the kicker – while the majority of the ad revenue is funnelled to the publishers, a small percentage (15 per cent) is given to the user who consumes the content.

Unsurprisingly, the publishers are in revolt, with the Newspaper Association of America calling the scheme “blatantly illegal” and threatening legal action. There has been some back and forth between the NAA and Eich, who claims he is trying to help the publishers, not hinder them.

There is certainly something to be said for rewarding consumers in such a way. I wonder whether this model could bolster revenue for publishers, who, let’s face it, have had a tough time of it lately. As Eich wrote on his company blog, “Brave is the solution, not the problem, for users and publishers.”

In a world where traditional advertising models are under incredible strain, innovative solutions such as this could ensure a beneficial interchange between publishers, advertisers and users. Everybody wins.

The publisher may have to sacrifice a 15 per cent commission to users, but at least it ensures brands will get access to consumers who don’t turn and run at the first sign of a marketing message.

Please login with linkedin to comment

Designworks James Dixon KDPR

Latest News

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
  • Media

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia

Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia.  Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks
  • Technology

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks

An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]

by B&T Magazine

B&T Magazine
Witchery Partners With GlamCorner To Boost Subscription Shopping
  • Media

Witchery Partners With GlamCorner To Boost Subscription Shopping

Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000
  • Marketing
  • Media

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000

The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]

by B&T Magazine

B&T Magazine
UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years
  • Media

UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years

The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]

Mobile Pnone Shopping Online With A Debit Card
  • Marketing
  • Technology

Ultra Commerce Acquires Vesta eCommerce

Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]