Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Monetizing content on the internet is still a problem for most media. Direct billing isn’t yielding expected results, and there is an increasing number of adblock users. Media that block adblocker users from accessing their content are faced with the outflow of such users. In such a situation, quite different, innovative approaches are required, and this is the direction taken by leading Croatian online media – Tportal.hr, Telegram.hr, Net.hr, Dnevnik.hr and RTL.hr.
The mentioned portals in recent months are conducting a kind of research of the best way for media, advertisers and users to interact with each other. One of the solutions that saw great user reaction was the unimpeded use of content even without turning off adblockers, where the user is asked for some simple action by which they accept the sponsoring of such approach by sponsors – advertisers. After that, the user gets complete and unimpeded access to the content without any additional advertising.
The first results of the research and testing of this model are very encouraging, both technologically and business wise, and users respond to it extremely positively. Going forward, the model will be further elaborated to reveal what is important to the users and what other variants could be a potential solution for all three involved parties.
Since the number of adblock users in Croatia is quickly approaching the 30% threshold, and in some target groups it has already exceeded this percentage, a model in which there is no denial of content to the user while simultaneously allowing the advertiser access to the user who is otherwise unreachable on the portal, could be the most productive option for all online media market participants. Users thus retain their right to block ad content, the media can continue to create high-quality online content through monetization of audience and advertising, and advertisers still can reach their target audiences.
Behind this approach is Vingd, which has had similar experiences with such solutions in the United States, as well as expertise in needs recognition and behavior management technologies such as artificial intelligence, machine learning, behavioral algorithms and gamification.