The "secret sauce"? Sequential Interactivity.
Here's an example of how one advertiser might design a Turnstīl ad:
Turnstīl restores the implicit contract with viewers that “Advertising pays for Content.” Viewers see that their explicit attention is worth free access to normally-paid content. All three participants in the media exchange - content providers, advertisers and viewers - receive direct and immediate value.
Content Providers decide what a viewer receives following a Turnstīl Ad
This can range from a limited time pass, a specific number of articles or videos, access to WiFi, downloadable content, or any other item or service that would normally require a payment. Our format can help a publisher start a paywall by minimizing the loss of users when the wall goes up. It can help them move from free to fee.
Advertisers get a guaranteed, fully viewed one-on-one engagement with each viewer
It's a full-screen format affording 100% share of mind with no banner blindness. It's a showcase for your 15-sec TV spot if you choose to use video. But mostly it's a sequentially interactive ad experience where responsive viewers can express preferences for products/product attributes, take surveys, play a branded game, request more information, or even place an order.
Creative development will invent even more "sticky" experiences to allow viewers to linger long, drill down to learn more, or make a purchase – all within the Turnstīl ad format.
Advertisers gather valuable behavioral and geo-psycho-demographic data for future addressable targeting.
Viewers are able to earn limited free access to premium content or services
When Internet users encounter most paywalls they must make the immediate decision to subscribe or leave. The Turnstīl format creates another path for viewers – a real and explicit option to exchange their attention for a limited pass to the content they've selected. The advertiser is repositioned as the "good guy," paying on behalf of the viewer.