I was reading the NetAudio blog today and a debate has started with respect to the viability of play per play ads. A comment was posted by a guy named Larry who had bona fide, legitimate concerns.

Larry is concerned of such things as annoyance factor, willingness of advertisers to pay, and payment rate per ad served.

larry Says:
December 14th, 2007 at 12:45 pm

Hi Charles…

I’m ALL FOR MAKING MONEY… but I have… what I think it a very valid concern.

(or after PPP starts paying money — it will not be an issue, but time will tell?)

anyway, my thoughts:

1) my understanding is sites will play 1 five second audio clip of some ‘relevant’ ad on every page view.
2) advertisers will pay (for argument sake) .01 per play.
3) I have sites that have 1M pay views a month.
4) so quote, I will earn 1M x .01 = $10k a month

GREAT!!!!!
but i don’t see that happening.
Why?

a) I’m in the boat… if I heard audio ads on every page— that will bug the crap out of me.
seriously.. HOW annoying is that?!?! - very.

example: on our cable provider… you are watching a show and during a commercial, the damm volume cranks up… you have to turn it down during commercials, you turn it back up during the show. just one example of audio that is very annoying.

b) unless I’m wrong, I don’t see advertisers getting much of any value for playing a 5 second audio ad to people who didn’t ask for it.
regardless if it is targeted.

I see advertiser paying lots of money and not getting value.

I could be wrong, because I still see highway billboards??? and I know those cost lots of money.

c) so… if I’m right…advertisers will not pay .01 per play… more like .0001 per play.

now my 1M page view sites, now only make $100 bucks a month….
and which means.. I’m annoying my visitors for 100 bucks a month.

d) I’m comparing this to pop up ads… everyone agrees they annoy people… but yes, they can work????

thanks

like I said.. i’m all about making money… but I don’t see this working…
WHAT AM I MISSING???

thanks again

Now Charles Heflin, the CEO of the Program could have simply deleted the message and moved on…but he answered larry’s questions with, what I think, is a valid explanation:

Charles Heflin Says:
December 14th, 2007 at 1:00 pm

Hi Larry,

You have to understand the reason behind this push. For 2 1/2 years our advertisers have been using the PPP system with a great deal of success.

The only problem we have is the fact that our advertisers want billions of ad plays rather than millions. We have more demand than we can serve & that’s where you come in.

The ONLY reason we are ramping up is because it has been successful for the advertisers and they want way more exposure.

The only reason we have opened this opportunity is to fill the demand opened by our advertisers… Period.

I understand your concern but at the same time you need to understand that the success of this from the advetisers’ perspective is the only reason we exist and the only reason why we have opened this opportunity.

- Charles

So, according to Charles, the advertisers are driving the demand for PPP to take flight. Did you read that? THE ADVERTISERS ARE THE DRIVING FORCE BEHIND PAY PER PLAY . I am shouting because this is very important.

NetAudioAds has billions of ads to be served and needs affiliates to serve them. Fantastic. For once a program that needs us.

It was earlier in week that I bitched and complained about the collapse of AGLOCO….then it hit me why they did fail. AGLOCO did not have advertisers, they had affiliates and we searching for advertisers. Their business model was operating in reverse. No wonder it died.

There will be skeptics with respect to NetAudioAds. There are always skeptics with any venture, but the way I see it is that it is not costing me anything money, just a bit of my time. I am a ‘glass is half full’ type of ape and will be a PPP cheerleader until I am given reason not too. Hopefully that reason never comes because I like what I see and think that this will put a big dent into PPC advertising.

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