Publishers Try a Different Kind of Pay Wall, Unlocked by Watching Web Video
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Publishers including Maxim, Radar Online, Guitar World and USA Today Sports Media are experimenting with a pay wall that instead of charging readers requires them to watch an advertiser’s video.
The tactic, which uses a system called Content Unlock from Genesis Media, is meant to help address the disconnect between advertisers’ interest in buying web video and consumers’ desire to watch enough of it. Most Americans will devote 15 seconds to a given web video before skipping off elsewhere, according to a 2012 Poll Position study. Just 12% will give a video ad 30 seconds. And trying to force consumers to watch ads before a single, brief video can be problematic.
The idea is also to squeeze more revenue from readers without actually asking them to pay. “We act as a soft pay wall, which allows users to pay for content and services in a smart way — with their attention to targeted brand experiences and videos vs. their credit card,” said Mark Yackanich, CEO at Genesis Media, a New York-based started founded in late 2011. “In effect, the brands become sponsors for a readers content consumption, in a very direct and memorable way.”
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