| Pay Per Play launches |
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| Monday, 17 December 2007 | |||||
Pay Per Play means websites are payed for playing an audio advertisement to each person that visits. The ad is streamed on NetAudioAds’ bandwidth, played only once per person, and lasts only 5 seconds. Since this essentially means getting paid for every click to your own site, you’re simply offered money to buy traffic, and the traffic you already have will make you even more. The ads are related to the content of the page through keyword analysis, and since no extra clicking needs to be done, your visitors no longer have to leave your site to generate an income. But sceptics believe forcing your users to listen to an advertisement mean they will think twice before clicking your URL again. The worst that can happen with banners is that they're ugly. They often are, and web users have created 728x90 sized blind spots for them. But audio is a different story. Ignoring it is a hard thing to do, and not being able to ignore something that irritates you, creates even more irritation. With banners the user is left in control in the end. With audio the only thing left to control is the volume button, but also the decision whether to return in the future. Large websites, who could make the most money from this system, probably won’t be interested in bothering their visitors with audio, at least not on the most important pages. To entice them to run the program, payout has to be high enough, which leaves open too many fraud possibilities. Smaller websites, on the other hand, usually don’t offer the quality an advertiser wants to be surrounded with. A net full of audio ad driven websites creates visions of a generation surfing with the volume turned down, which leaves the question if advertisers are going to be interested in investing into ads nobody is listening to. We fear audio ads could at best prove workable on pages people absolutely have to visit, such as registration pages, pages with free stuff, sweepstakes, very exclusive content, or as a way of sponsoring where people are specifically asked to open an audio ad driven page. This would make audio ads a very intrusive necessary evil, and the question remains which companies want to be labelled as such.
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