Consumers hate ads. It is a kind of unquestionable truth that has settled among collective beliefs in recent times. It is not a truth that starts from nowhere, but is very much supported by numbers and data.Different studies have shown that, indeed, consumers have a very negative perception of brand messages. They are just an annoying noise and if they can avoid them, almost all the better. This is what explains the boom in recent years of video on demand systems (among other things) or of adblockers that directly eliminate online ads while browsing.Although the idea of paying consumers to see ads sounds like a somewhat questionable story of those who circulate on the net to get rich without leaving home, the truth is that some advertising startups have already been outlining systems that, rather than pay, offer compensation to consumers for viewing brand messages.
It seems, true, a desperate Bulgaria WhatsApp Number List move to fix something that perhaps should be approached differently, but the proposals have been happening over the years. The latter wants to use the cinema as an entry point to reach the hearts of the audience.The idea is behind the co-founder of MoviePass. Its starting point is that before the movies you have to see a few advertisements and that the movies themselves are full of product placement. Faced with such a situation, however, cinema prices continue to rise. PreShow wants to unite cinema and advertising through an app.The consumer gets free movie tickets after watching advertising content.
The application serves you on your mobile between a quarter of an hour and 20 minutes of advertising content (from classic ads, such as trailers, to branded content, such as the classic ‘behind-the-scenes’ content).The ads will be linked in some way with the content that you want to see in the cinema, which makes it not just advertising spam for advertising spam (or that is what they want to sell).How the idea worksThe idea is not exactly new, as they remember in Engadget , but what makes the system proposed by this startup (which is now throwing himself) is different is that access to the service shall be controlled to prevent fraud but also to control it you are actually viewing the content in question.The company has managed to create a system that controls the gaze while viewing the content, using facial recognition. If you look away, the ad stops and doesn’t start over until you look back at the screen.
In this way, advertisers are ‘sure’ the certainty that viewers are in front of the screen when their advertising is served (although the existence of such an advertising format opens many questions about where the future of advertising is heading).And, of course, the app will also use the data flow it generates as an attraction for advertisers.A change of model?These types of initiatives also open the door to debate about where the future of advertising is going and what the industry will have to do in the future to connect with its viewers and make sure they see the messages they want them to see.