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If you run a website or participate in affiliate programs, you
are probably well aware of Pay Per Play. Pay Per Play is a new
upstart for 2008 that intends to move some of the money usually
paid by big corporate advertisers into the pockets of everyday
folks that run websites or maintain pages at places like Myspace
by means of five second audio ads.
This advertising medium is not new but the way NetAudioAds and
Pay Per Play plans to tackle the idea is new, and different. Many
webmasters have spoken out in opposition to the idea of placing
yet another form of advertising on the web. This program has had
its fair share of controversy. I can remember when the web had no
advertising at all. The technology had not progressed far enough
for mainstream companies to get involved, and while most tech
companies realized the potential of the web, big brick and mortar
corporations remained skeptical, especially after the dot com
bust.
Things have changed now. I find the fact that audio ads on the
internet were not ushered in right behind, and along with
broadband kind of shocking. In any case, many said the Pay Per
Play Internet Audio Advertising program was going to take the web
by storm. It has not. Not Yet. The NetAudioAds distribution
network has the capability of serving close to 1 billion audio
ads on a monthly basis making them larger than any television or
radio station in existence, so the potential is there. Perhaps
the familiar cliche, "Rome wasn't built in a day" is in
good standing here.
The launch was advertised to take place February 1st. When
launch time rolled around, Pay Per Play, also known as PPP,
announced they would be doing what they called a 'soft launch'.
Hundreds of thousands of ads were played in an effort to test the
system. PPP has plenty of resources to support their program. In
fact, once the dust settled on the first test period, they found
out they have more hardware and publishers than ads. The latest
posts on the PPP blog indicate that they have now closed the
opportunity to new members. The door will be opened up again when
they achieve a better balance between advertisers and publishers.
Most recently they audited their network of publishers in
order to get rid of undesirable or inappropriate sites.
Currently, as of 02/19/2008, they are performing audits in order
to set pricing and produce a longer term rate card. They have
also opened up the opportunity for their affiliates to sell
advertising. Since ads are played contextually and
geographically, this kind of advertising should work for just about anybody even if they are just a mom and pop shop.
Thousands of PPP affiliates are now waiting patiently for the
program to get up to speed.
Keep your eyes and ears open. The advertising landscape on the
internet is about to change.
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