Apologies for the gap in contributing -- my Lenovo screen died on me last Thursday! Fortunately, my IBM Technician swooped in this morning to save me from many more days of unproductivity (laptop-less days are unproductive!)
Really fascinating piece I saw in MediaPost today -- is the time for paid content upon us? Assuming that the right price-point for content is determined for the consumer, and that a significant number of people already signed-up for micro-payment sites such as Paypal such that transaction costs do not ruin the customer experience, can old media properties reconstruct their old walls to complement the ones that online Advertising has hastily erected?
Really fascinating piece I saw in MediaPost today -- is the time for paid content upon us? Assuming that the right price-point for content is determined for the consumer, and that a significant number of people already signed-up for micro-payment sites such as Paypal such that transaction costs do not ruin the customer experience, can old media properties reconstruct their old walls to complement the ones that online Advertising has hastily erected?
Apologies for the Image -- it wasn't attached to the real clipping and was far more fun than the image of David that was used (sorry, David!)
Bold Predictions From 24/7 Real Media's Moore: Publishers Should Create 'Toll Gate' For Premium Content
by Laurie Sullivan, Yesterday, 10:54 PM
Wouldn't it be a tragedy if the Internet was the cause of the demise of excellent content? David Moore, 24/7 Real Media founder and IAB board of directors chairman, posed the question to attendees during his opening remarks at the IAB Annual Leadership Meeting 2010 on Sunday night in Carlsbad, Calif.
The digital premium content model is broken and advertising alone cannot support the cost of premium content, according to Moore, who laid out several predictions that will change online advertising forever.
The answer to charge sounds simple -- but it's not easy to implement, he says. With the mantra that totally free content is a thing of the past, Moore described a pay model that would require all premium publishers to cooperate.
Publishers are afraid to charge people for their content. No one publisher wants to become the first to charge. Moore suggests that the industry needs to collectively establish a toll gate for content -- an EZ Pass entrance that allows people to access preferred content at any site. Publishers would charge 10 cents per session or one penny per page, Moore says, citing a recent Nielsen survey that suggests that 52% of consumers would not object to a business model built on micropayments.
Publishers wouldn't charge consumers until subscriptions reached $10. "One user session at 10 cents equals $100 cost per thousands," Moore says. "Who's getting advertising rates like that today?"
This long-term strategy will enable the strong to survive because premium content needs to find a way to become profitable if everyone implements this "easy pay program" together, Moore says.
Prediction No. 3 turned to more precise audience targeting, which has been the promise of advertising for years. "In the old days when cable cost $6 per month we imagined a world where men didn't see ads for tampons, and women didn't have to watch ads for a jock itch remedy," he says.
Moore realizes that some people are "freaked out" that advertisers watch their behavior online, but once people realize their Web experience is "guided by their habits and preferences, it will seem a lot less freaky." He referred to audience targeting as one step away from the recommendation of a friend that will increase the ability for publishers to charge higher prices for content.
"Blocking our ability to target ads is bad for business and for the people who use the Internet," Moore says.
Moore also predicts that digital advertising will become the largest media market in the world within five years, with video advertising becoming the dominant format. For this to happen, the industry will need to develop better standard measurements, simplify the workflow that makes advertising easier for companies to buy, and find new ways to display ads to consumers. He also told IAB attendees the advertising industry has become much too nice, and companies need to stop being afraid to interrupt the consumers with ads. "Why are we so afraid to disrupt the user experience?" he says. "We're in advertising."
Moore says the new consumer online experience requires advertisers to become more disruptive -- but do it with targeted ads.
Well, for at least one industry (the Video Game industry), the segment of Casual women gamers have spoken! And the Video Game industry, unlike TV and Radio, started off by charging their customers...
Women Give Pay-To-Play Game Model Thumbs Down
by Laurie Sullivan, Yesterday, 7:30 AM
Most women enjoy shopping and spending money. Some even consider it mindless entertainment to walk through malls or scan favorite retail Web sites before opening their wallets to purchase special items. Not so for those who frequently play games on social media sites, such as Facebook and MySpace, according to a recent study.
Although women enjoy playing games on social media sites such as Facebook and MySpace, most put restriction on themselves if required to open their wallets, according to more than 700 women who shared their insight on social media gaming.
The study, conducted by Q Interactive and Engage Expo, reveals that 42% of women call themselves gamers -- of which 7% would consider themselves obsessed, compared with 45% who say they have an obsessed friend who like to play. About 24% of women admit that the games are additive, 21% believe it makes you neglect other areas in your life, 17% believe it's a waste of time, 7% call it a competitive indulgence, and 4% think it's childish. Ironically, only 16% "do" or "sometimes do" hide their gaming habit.
Sixty-seven percent who participate in the Q Interactive study think it's acceptable to play social games between one and five hours per week, and some believe it's okay to play much more.
Despite the love these women have for playing games, they don't want to pay to play. When asked whether they would play their favorite game if they were charged, only 11% said yes and 17% maybe.
More than half -- 55% -- of women remain fearful that companies will charge in the future, Marj Calinog, vice president of business development at Q Interactive, believes there are other ways to reach women aside from charging them to play the games. Game developers could work with brands, such as Pampers, to pay for leads, and give consumers the points to play the game, she says.
Companies that insert their brand in the game without asking consumers to pay have a much better chance of earning their trust and loyalty.
And while 77% of moms allow their kids under age 18 to play daily or weekly, 83% say spending on games remains off limits. Of moms who do let them spend, only 3% spend more than $20 a month.
Bold Predictions From 24/7 Real Media's Moore: Publishers Should Create 'Toll Gate' For Premium Content
by Laurie Sullivan, Yesterday, 10:54 PM
Wouldn't it be a tragedy if the Internet was the cause of the demise of excellent content? David Moore, 24/7 Real Media founder and IAB board of directors chairman, posed the question to attendees during his opening remarks at the IAB Annual Leadership Meeting 2010 on Sunday night in Carlsbad, Calif.The digital premium content model is broken and advertising alone cannot support the cost of premium content, according to Moore, who laid out several predictions that will change online advertising forever.
The answer to charge sounds simple -- but it's not easy to implement, he says. With the mantra that totally free content is a thing of the past, Moore described a pay model that would require all premium publishers to cooperate.
Publishers are afraid to charge people for their content. No one publisher wants to become the first to charge. Moore suggests that the industry needs to collectively establish a toll gate for content -- an EZ Pass entrance that allows people to access preferred content at any site. Publishers would charge 10 cents per session or one penny per page, Moore says, citing a recent Nielsen survey that suggests that 52% of consumers would not object to a business model built on micropayments.
Publishers wouldn't charge consumers until subscriptions reached $10. "One user session at 10 cents equals $100 cost per thousands," Moore says. "Who's getting advertising rates like that today?"
This long-term strategy will enable the strong to survive because premium content needs to find a way to become profitable if everyone implements this "easy pay program" together, Moore says.
Prediction No. 3 turned to more precise audience targeting, which has been the promise of advertising for years. "In the old days when cable cost $6 per month we imagined a world where men didn't see ads for tampons, and women didn't have to watch ads for a jock itch remedy," he says.
Moore realizes that some people are "freaked out" that advertisers watch their behavior online, but once people realize their Web experience is "guided by their habits and preferences, it will seem a lot less freaky." He referred to audience targeting as one step away from the recommendation of a friend that will increase the ability for publishers to charge higher prices for content.
"Blocking our ability to target ads is bad for business and for the people who use the Internet," Moore says.
Moore also predicts that digital advertising will become the largest media market in the world within five years, with video advertising becoming the dominant format. For this to happen, the industry will need to develop better standard measurements, simplify the workflow that makes advertising easier for companies to buy, and find new ways to display ads to consumers. He also told IAB attendees the advertising industry has become much too nice, and companies need to stop being afraid to interrupt the consumers with ads. "Why are we so afraid to disrupt the user experience?" he says. "We're in advertising."
Moore says the new consumer online experience requires advertisers to become more disruptive -- but do it with targeted ads.
Well, for at least one industry (the Video Game industry), the segment of Casual women gamers have spoken! And the Video Game industry, unlike TV and Radio, started off by charging their customers...
Women Give Pay-To-Play Game Model Thumbs Down
by Laurie Sullivan, Yesterday, 7:30 AM
Most women enjoy shopping and spending money. Some even consider it mindless entertainment to walk through malls or scan favorite retail Web sites before opening their wallets to purchase special items. Not so for those who frequently play games on social media sites, such as Facebook and MySpace, according to a recent study.
Although women enjoy playing games on social media sites such as Facebook and MySpace, most put restriction on themselves if required to open their wallets, according to more than 700 women who shared their insight on social media gaming.
The study, conducted by Q Interactive and Engage Expo, reveals that 42% of women call themselves gamers -- of which 7% would consider themselves obsessed, compared with 45% who say they have an obsessed friend who like to play. About 24% of women admit that the games are additive, 21% believe it makes you neglect other areas in your life, 17% believe it's a waste of time, 7% call it a competitive indulgence, and 4% think it's childish. Ironically, only 16% "do" or "sometimes do" hide their gaming habit.
Sixty-seven percent who participate in the Q Interactive study think it's acceptable to play social games between one and five hours per week, and some believe it's okay to play much more.
Despite the love these women have for playing games, they don't want to pay to play. When asked whether they would play their favorite game if they were charged, only 11% said yes and 17% maybe.
More than half -- 55% -- of women remain fearful that companies will charge in the future, Marj Calinog, vice president of business development at Q Interactive, believes there are other ways to reach women aside from charging them to play the games. Game developers could work with brands, such as Pampers, to pay for leads, and give consumers the points to play the game, she says.
Companies that insert their brand in the game without asking consumers to pay have a much better chance of earning their trust and loyalty.
And while 77% of moms allow their kids under age 18 to play daily or weekly, 83% say spending on games remains off limits. Of moms who do let them spend, only 3% spend more than $20 a month.
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