AdExchanger has discovered a potential loophole in the video ad economy!
Adweek’s Mike Shields writes that Aol is incentivizing users to watch videos, “The company’s budding syndication arm, AOL On, distributes content to Swagbucks, a rewards site where users earn points that can be redeemed for gift cards and coupons ($1 off Tombstone Pizza, $15 off at the Gap).”
AdExchanger ponders that ”you could be paid to watch videos with Aol.. and then you could take those Swagbucks and potentially pay SpotXchange to SkipIt – or skip video ads. I love the ad economy!”
Read the full article: Yahoo Ad Plans of Yore; OwnerIQ’s Branded Ad Network
SkipIt founder and CEO, Mike Shehan, recently shared his thoughts regarding the future of online media consumption with iMedia Connection. According to Mike:
“There’s no doubt that the media industry has seen dramatic change in the last 15 years. Readership of traditional newspapers has plummeted. Compounding the issue, the traditional newspaper model where classifieds and ads were sold based on circulation (regardless if someone actually read the paper and saw your ad) has been absolutely decimated as advertisers have moved their dollars to more effective, more addressable advertising options.
…We continue to see a wide variety of business models created for accessing content online, making one point very clear: the future of media is paid. Publishers and content providers simply can’t afford to provide content for free without getting something in return. But as some companies are finding out, what they receive in return doesn’t always have to be money or ad dollars, it can be a user’s time or even actions like posting on a brand’s Facebook wall…SkipIt allows viewers to earn opportunities to skip video ads by liking a brand on Facebook or paying a small fee.”
To read more about how online media is trending, and how it may affect both the consumer and publisher, check out the full article.
Mike Shehan, our CEO, opens up to Sam Thielman on how he felt about announcing SkipIt to our advertiser clients, and the surprising responses he received.
From the article: You all knew it was coming. An enterprising media buyer has come up with a way to let you skip ads for a small fee. Mike Shehan of SpotXchange, a company that sells digital video advertising, is rolling out a new service called SkipIt that will finally allow users to express their distaste for the Geico gecko, the Aflac duck or the advertising campaign of their choice. Read more here.
SpotXchange’s European Managing Director, Andrew Moore, shares his perspective on how SkipIt will positively impact the European video ad market.
From the article: European publishers recognise that delivering a good consumer experience is key to growing audiences and that users will actively abandon sites where there is too much video advertising. This was recognised by Forrester back in 2008 when they showed that 17% of European consumers abandoned sites due to too much advertising and since then, online video advertising across Europe has doubled year-over-year. This is why SpotXchange launched SkipIt. Continue…
Learn more about how SkipIt works for publishers and advertisers:
Read the mention in today’s AdExchanger newsletter about SkipIt – A new service that lets consumers control their online video ad experience by providing the option to skip video ads at their convenience, and helps advertisers eliminate wasteful spending.
From AdExchanger: Following the footsteps of Publicis VivaKi’s The Pool initiative, Google and Solve Media among others, video ad network and exchange SpotXchange is bringing its own brand of skippable video ads. Called “Skip It”- SpotXchange “takes the cake”with the most intuitive brand name and and adds a gaming element that requires user sign up to skip ads. More…
Publishers! Learn how to receive high CPMs with SkipIt by clicking here.
Read Will Richmond’s take on SkipIt. With SkipIt, everyone in the online video advertising ecosystem wins. And for the first time ever, consumers have a choice.
From VideoNuze: The age-old question of whether viewers will pay to skip ads will be put to the test in the online video industry with “SkipIt,” a clever new service SpotXchange is launching today. For participating publishers, a SkipIt “chicklet”appears when a video ad starts playing; if the viewer clicks on it, the ad closes and the content continues. Each ad skipped costs the viewer $.10, which is automatically deducted from their pre-funded account. When an ad is skipped, the advertiser receives a credit from the publisher who is paid a percentage of the viewer’s fee by SkipIt. Continue…
Click here to read the blog entry from our CEO, Mike Shehan, on why we created SkipIt.
Peter Kafka shares his opinion on whether or not our new service, SkipIt, will be a success with consumers. His point is fair and we don’t know how much consumers are willing to pay to skip video ads. But we do know that there’s an industry shift underway and consumers are sending a strong signal that they don’t like being forced to watch video ads. This is proven with abandonment rates averaging between 16-37%. We created SkipIt to help address this problem and to strike a balance between consumers, publishers and advertisers.
From the article: ”If you’re the kind of person who complains about “pre-roll” video ads, now you can put your money where your mouth is. Pay up, and you won’t have to see them. That’s the pitch for SkipIt, a new service from video ad company SpotXchange. The idea: Users set up an account, and when they play videos on sites that use the service, they can pay 10 cents a pop to skip over the ads. Continue…