Plug n’ Peddle Elsewhere: Exploring New Ways to Replace Traditional Product Placemement
Take application A that a non-profit, member organization or learning organization has an interest in using (but maybe lacks budget), secure sponsorship from a commercial interest, ‘re-skin’ the application to reflect the sponsorship (the beauty of web apps is that they modify relatively quickly and easily) and you now have a marriage made in heaven. Guess what else you have? A new business model.
An agency that brokers these deals and modifies these applications is a viable idea for a cottage industry that could easily grow into a large business. As you grow, you could even branch into offering the applications and hosting them yourself, monetizing it with shared or rotating sponsorships.
As someone who’s given things away on the Internet as up-sells and gathering points for metrics, I have pondered better ways of doing it. Netscape gave away a browser and look where they landed. However, when I managed the free Acrobat Reader program at Adobe, I managed to bump it up to one million plus downloads a month and that strengthened PDF as a standard, which in turn drove demand for the creation tools, which I hear now accounts for a very large percentage of the companies revenue. Netscape was not able to follow through on that last part because their plan was too complicated and didn’t get from ‘here to there’ very easily. I worked at Netscape too, in 1996 and left because the plan was so muddy. You get what I’m saying.
So, what if one were to use a non-invasive method of advertising, like I spoke about last month, to subsidize ‘free content’? It’s always escaped me why people will pay for a magazine that’s monetized through paid advertising without flinching, yet no one has thought to give free e-books of in-demand publications (the next stage after paperback?) away that were monetized with non-intrusive advertising. How much more targeted can you get? And of course, the distribution server for such an endeavor is sponsored, natch.
Just some thoughts.
Until next month, happy networking.
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Tags: advergaming, campaigns and emerging_technologiesArticle Sponsor
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