In what might be the beginning of a burgeoning trend, three different companies are now dolling out benefits to consumers who volunteer to view online ads. Each one takes a sightly different approach.
The newest entry into this field is BrightSpot.TV. The company, which has been largely operating in stealth mode, has teamed with Major League Baseball, the NBA and Gamefly. All three are pushing their paid subscribers to sign up for BrightSpot. Subscribers who sign up for BrightSpot.TV can earn money back off the fees they pay for services like NBA Audio League Pass or Gamefly video game rentals.
There are two other companies that offer similar services. One, e-Miles, gives ad viewers frequent flier miles in exchange for their time. (e-miles is an Edelman client.) The other is Virgin Mobile USA, which earlier this year launched their Sugar Mama program. Virgin Mobile subscribers who watch short online video spots, answer questions via text message and fill out brief surveys about brands, products, and services receive free airtime.
I like this approach a lot. While it doesn't work for everyone, there is a big crowd out there that loves to volunteer their time in exchange for freebies. Look at how successful market research companies remain even in this day and age.
The next natural step for all of these programs is to involve the consumer in a conversation about the ad. Give the person who submits the best suggestion or idea an extra special benefit.
