We all know the challenges presented by the decline of the interruptive advertising model and the threat of ad avoidance enabled by complex technology like the DVR and the simpler notion of having better things to do.
One of the more surprising resolutions to the issue may be inherent in a patent applied for by Apple that will disable the functionality of software unless its user demonstrates attention to the advertising carried by the application in question.
Apart from sounding more like a lemon than an Apple this idea is as flawed as every other bribevertising model ever created. Forced consumption of advertising simply does not work. The battlefield of the web is is littered with the grave markers of ‘click on ad, earn points’ businesses that produce splendid volumes of enquiries and dismal levels of conversion for the simple reason that the click was driven by desire for points and not by interest in the product advertised.
Advertiser patience for non-converting inquiries is somewhere between momentary and non-existent and such programs end up in the same bucket as click fraud in short order.
Businesses file patents all the time that they don’t intend to use or of which they make think better. This one seems different because it’s Apple that has applied for it. Despite that my guess is that wise heads will prevail and that Apple won’t corrupt its unique status in the brand pantheon with such an ugly resolution to a business problem.