Swapping Impressions For Attention: How We Can Fix Online Advertising

It’s referred to by some industry commentators as ‘banner blindness’ – the process whereby website users unconsciously skip or ignore banner ads.

While the first banner ad managed to achieve a 44 per cent CTR, today, this figure sits at around 0.05 per cent. In other words, a marketer can expect five clicks per every 10,000 impressions achieved.

And according to the founders of media technology company WINR Marcelo Ulvert and Perry Lyndon-James, these numbers suggest the industry is in need of change.

That’s why they have created advertiser-funded paywall AdGate, a hybrid between the free ad-funded model and traditional paywalls.

More from WINR

An inconvenient truth: How ad blindness is slowly killing digital publishing

By: Perry Lyndon-James 17 September 2020

Without major changes to the unsustainable free-with-ads model or a massive change in consumer sentiment toward traditional paywalls, publishers risk losing even more ground to big technology companies.

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Advertiser-Funded Paywall Helps Publishers Improve Yield Sixfold

B&T 4 September 2020

With digital media continually evolving, publishers are on the lookout for new ways to monetise their content.

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WINR appoints Verizon Media’s Aaron Macarthur as commercial director

By: WINR 4 September 2020

WINR has ramped up the growth of Australia’s first ad-funded paywall, appoints Verizon Media’s Aaron Macarthur. A month after launching Australia’s first advertiser-funded paywall, WINR has appointed Verizon Media’s Aaron Macarthur as its Commercial Director. Macarthur will be supported by a newly announced advisory board; James Perry, former Head of Audience & Publishing Partnerships at […]

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