Times are good for ad-supported online content. YouTube has put transparent ads on the bottom one-fifth of videos from its content partners. And The Wall Street Journal, one of the few paid-content success stories, is considering making its online version free.
Most consumers think that viewing ads in exchange for quality content is fair, according to IBM's "The End of Advertising" report, published in August 2007. More than six in 10 consumers IBM surveyed said they preferred ad-supported online content, while 28% preferred paying for ad-free media.
However, "don't expect consumers to spend incrementally on different devices," said Bill Battino, study co-author and communications sector managing partner at IBM Global Business Services, in a Brandweek interview. "People want to pay for content once and then move it" to whatever device they like.
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