The Problem with Pay Per Play Ads
I’ve been getting over a dozen email invites now about this new Pay-per-Play ad program that promises $4,800 revenue based on my Alexa rankings. I’m sure a lot of the other bloggers have heard of this too. Let me share with you why I think this thing won’t fly.
- An ad program promising tons of dollars based on just your Alexa rankings is shooting itself on the foot. When you promise a hard number, you better deliver or all you’ll get are disappointed publishers at the end of the month.
- Automatic audio playback on a web page is so 1998. Reminds me of Geocities, Angelfire and Tripod. if you do that now, most visitors would immediately hit the close button of the browser (especially in office or school environments where it could draw a lot of attention).
- Even loyal readers using RSS feeds will get the same treatment once they try to leave a comment on your blog. And unless you can find a way for RSS readers to comment via their feed readers and not visit your page, I’m sure they’ll think twice next time they attempt to leave a comment on your blog. You’d be trading some usability and appeal for revenue (of course, many publishers also do that with PPC ads too).
- Not all visitors have sound cards in their PC or actually turn on the speakers when they read. if they did have the speakers on, they’d prolly be playing some music or listening to a podcast. I doubt advertisers will be very happy to pay for audio ads nobody can hear. It’s almost a dole out already.
- Other than number of audio ads played, there are no other measurable way of determining the ROI of the ads (no metrics for CTR or conversions). If advertisers cannot determine how successful an ad campaign is, they’re running blind and are lavishly paying for something they don’t know is actually working.
But that’s just my opinion. A couple of probloggers called me up and asked my opinion about it so I thought it was good I’d just write about it here. Nevertheless, you can still try them out and see how your readers react to it. There’s what I call good monetization and over-monetization — it’s up to you where to draw the line.