Net surfers will be offered cash and shares to look at web
advertising by two start-up operations - GenClick and GetPounds.com.
GenClick, which launched this week, is confident of signing up 5 per
cent of the UK internet community in its first year. It is offering
advertisers like Capital One, Fired Up and QXL a free three-month trial
while it builds membership.
’We’re saying to advertisers, ’We’ll experiment now and come back to you
with a proposition when we’ve got 20,000 to 30,000 members’,’ said
managing director Gerri Smyth.
GenClick’s view-for-shares idea is the latest variation on a concept
pioneered by US company AllAdvantage, which pays users to have ads
downloaded onto their computer while they are online.
AllAdvantage, which made its debut last month, has been phenomenally
successful, ranking 21st in PC Data’s top website property listings for
March, with more than 10 million users.
However, AllAdvantage already faces stiff competition from a number of
companies, including BePaid, SharkHunt, WinWin and GetPounds.com, which
belongs to eADvant.
Like the others, GetPounds pays users in cash for every hour they look
at ads. BePaid guarantees a minimum of pounds 12 an hour.
Observers have questioned whether advertisers can benefit from the
’We’re aiming to achieve targeted advertising,’ said Stephen Leo,
managing director of eADvant. ’We’ll have a profile based on the
information users have given us, which tells us what sort of ads they
GetPounds, which launched last week, claims it will be able to offer
advertisers up to 40 profiling criteria. Ad rates run from pounds 20 to
pounds 60 per thousand page impressions, depending on the number of
Provided there is a big enough subscriber base, this level of targeting
- in an audience that the ad-view companies claim is highly receptive -
would seem to offer a significant opportunity for advertisers.
But Andrew Gerrard, marketing director of DoubleClick TechSolutions,
questioned whether the profit-seeking punters most likely to be
attracted to such schemes would be appropriate to all brands.