20 ADVERTISEMENT FEATURE Brightcove
User interfaces are designed to be as frictionless as possible. We want our content to start with a single click. Ads are always going to be big sources of friction in the viewing experience. But if we put quality first, our desperate stranglehold on ad revenue can be loosened – at least a bit. If you’re offering a high- quality experience, you can allow your viewers to circumvent ads, in exchange for a bit more of their data. Premium content and experiences can be an incentive for viewers to register their data – in a fully GDPR compliant way. Once a viewer is signed up you can then provide a completely frictionless
experience. This becomes a great way to build partnership with your customers and to be able to use that partnership constructively going forward. Most people like quality. According to a study conducted by one of our peers, 1% of viewers aren’t interested in quality. The other 99% are. If GDPR is an opportunity to deliver higher quality experiences to your viewers, then web may have a bright future ahead of us.
ON THE WHOLE GDPR WILL BENEFIT THE PREMIUM END OF THE MARKET
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