Comments on: As paid content booms, will ad opportunities shrink?

By: Jojomogir

Jojomogir — Mon, 05 Nov 2012 13:22:29 +0000

The holy grail in media is to have a DUAL revenue stream, as cable channels do. Regardless of whether users will pay for content, they’ll still have to watch ads. And the evidence proves that users will tolerate it, grudgingly. If you want to make the argument that such toleration is not in the interests of marketers as it rubs off on the brand, that would be an interesting point. But the idea that publishers would take the payment income and turn their backs on ad revenue is silly.

By: Peter Katz

Peter Katz — Mon, 05 Nov 2012 09:57:58 +0000

Do you feel people will pay for an ad free Youtube?

By: oscar33063

oscar33063 — Sat, 03 Nov 2012 04:24:01 +0000

Hi everyone,

Just curious, what should marketers be learning now to prepare themselves to be on the positive side of making money when this occurs.

Building websites compatible for mobile divices?

Thank You,

by Oscar Almeida

By: Bill Gash

Bill Gash — Fri, 02 Nov 2012 11:41:22 +0000

There has been a structral shift in terms of power in TV as more consumers have opted for a payTV service, for greater choice, rather than rely on a far more limited range of free-to-air channels. So you could argue TV has been loosing its effectiveness, as a mass audience medium, as users exercise greater choice and control over what they watch, when they watch it (timeshifted viewing) and where (across more devices in and out of the home).

What we are seeing is the mindset, established by mobile operators and device manufacturers – that users transact for services – being applied to a device like a tablet, a connected TV, or games console. We are seeing more consumers willing to pay, provided that experience is made simple, for a quality experience or greater convenience.

Given the rise of paid services, some demograophics will become harder to reach with a traditional, interuptive ad model (the video pre-roll, or 30 sec spot). So marketers will need to be more inventive in how they gain access, attention and permission – branded content or covering the cost of access to paid for content can provider alternatives. Sponsoring the cost of access to ‘entitled’ consumers or a ‘bought for you by’ model could be the answer.

By: Robert Andrews

Robert Andrews — Thu, 01 Nov 2012 16:47:25 +0000

Sure, I understand. I think you’re bang-on with the warning. Fascinating stuff.

By: Darika Ahrens

Darika Ahrens — Thu, 01 Nov 2012 16:45:56 +0000

Thanks for covering my recent research on the paid content boom. Yes I made some strong calls about the impact on traditional or “pure” advertising, but ultimately we are probably closer in sharing the same view.

Just to add some additional context, my report is written for marketers, not publishers, who need to understand what the new, growing, paid services mean for them and how they should gain brand presence in future.

I’m not touting a decline in advertising. It’s about how the digital marketing opportunities are growing overall and the total make-up of that pie contains more ad free publishers than we’ve ever seen before. Marketers need to adapt to that and content is one way to do so.