I can’t imagine this model will catch on but it was interesting to read. To me you can simply tune out the ads while you multi-task on something else. So while you go through the motions I wonder how many people actually ‘watch’ the ads. In fact while I work on this post I am watching an ad and earning credits towards a free Dwell magazine subscription.
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While there is some likelihood that this model may not soon catch on I’m not one to dismiss it. A great deal of money is spend on advertising anyway and clearly this approach is just taking a small slice of that budget and creatively directing it to another avenue where the opportunity exists to appeal to the customers’ emotional need. The basic human emotions of love, vanity, and fear has led successful advertisers to open the wallets of customers time and time again. As long as there is a chance that a customer can benefit by understanding the “what’s in it for me”, the appeal to their hearts and minds is already established. While the customer may not always pay attention to the ads the effect from getting paid is already begun.