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Capturing and selling user attention & information
Connect-time revenue split
Short description
In the early days of the Internet/WWW, when users paid by the minute or hour,
providers of content, information or consultancy who helped online service providers in
keeping users online could get a share of the generated connect-time revenues.
The model worked particularly well for content providers, whose information could
captivate many users for quite a time (e.g. CNN Newsroom, MTV with information on
pop music and videos).Yet, the model was killed by Internet service providers who offered
from the start flat-rate monthly pricing.
Example
America On Line (AOL), which is, now as AOL Time Warner, still alive and prospering.
Assessment
The model is outdated, but it had a considerable impact on the thinking about online
business models, that was - retrospectively seen - very negative.The idea it generated was
that one could easily "monetise" web site visitors.The assumption was that online businesses
must first capture large audiences of users and will then be able to "monetise" them. How
these curious visitors, information seekers or shoppers (looking for something free or really
cheap) could be later on persuaded to be loyal customers, pay subscription fees or pay-per-
view often was far from being clear.
Payments for contact rates with banners (and other Internet advertisements)
Short description
Web sites with high volume of traffic (e.g. search engines) or huge audiences for reasons
of content, community or commerce, can "sell eye-balls" to advertisers' banners (a model
borrowed from TV broadcasters).This approach also brought with it a new science that
analyses Internet contact rates, click-throughs, the meaning of hits, page impressions, etc.
Examples
Yahoo!, Gamesville, Geocities, Amazon.com
Assessment
In the framework of a major sponsorship a cultural heritage institution certainly would
make a suitable notification with a logo or banner added (with the sponsor profiting
symbolically from the brand of the institution). Banner-ads and other Internet advertise-
ments as a source of (small) revenues might generally be an option for large and attractive
institutions (e.g. major museums), cultural heritage portals and networks, provided they suit
to or at least do not interfere with the institutions' mission and activities.
Yet, today, due to very low click-through rates, sales volumes and prices for banners are
down.The unanimous opinion in the advertising sector is that in commercial terms they
only work to some degree for the very big aggregators of attention and traffic knots.
"Banner advertising strategies have fallen hopelessly short for all but a few destination Web
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VIII EXPLOITATION