The dreaded pay wall. Once a web user encounters one, it’s almost certain they will simply go somewhere else. However, a new ad startup in the US, DoubleRecall, aims to turn pay walls into advertising spaces and give consumers access to premium content once they engage with the … well … ‘ad wall’.
Julien Coustaury, co-founder of DoubleRecall says its like killing three birds with one stone. “Advertisers are happy with more bang for their buck; publishers are happy with monetising without a pay wall; and readers can get premium content without paying hard cash for it.”
The idea is simple. Once a consumer encounters the pay wall ad platform they are required to read a short message and type in a few highlighted words provided by the advertiser to gain access. The process is easy and unlocks the rest of an article for a limited amount of time. The ‘ad walls’ can also be used by app developers to reward users with virtual goods in an app.
The ad walls also allows brands to subtly or brazenly associate their name with certain ideas. For example, if the article is about fuel prices Ford may be interested in advertising its latest fuel efficient urban car. If the story is about obesity, a brand of diet drink might want to buy the pay wall ad inventory.
Apps more like it
The DoubleRecall ad solution could also be very good for mobile developers, who are looking for ways to monetise their apps. Many developers still can’t make money through advertising and in-app purchases. Having another tool to monetise content in a quick, easy way for consumers could provide more revenue for developers?
DoubleRecall says the click-through rate is 12% on these ads (very high) and the ads can fetch a CPM, or cost per thousand impressions, of up to €100.