Own your Mindshare, getting paid to watch advertising
As the discussion evolves into the future of advertising I would propose to visit MyMindshare.com where the premise is that advertising dollars should go directly to consumers in turn they can purchase their media for themselves.
As Jim Bursch, Founder of MyMindshare, Inc. explains “
I want to disintermediate advertising.
Advertisers have something I want, and I want to go directly to advertisers to get it. I have something advertisers want, and they should be able to come directly to me for it. My idea is the create a space for us to meet.
Essentially, it’s a market place where consumers sell their brand awareness and status as a customer; where advertisers buy brand awareness and customers directly from consumers.”
There is a short animated explanation of the concept available at:
http://mymindshare.com/b/secure/disintermediationV2.php
The idea that advertising can still sustain many business models is false, these companies exist thanks to the generosity of the consumers. Tools such as myMindshare demonstrate how the current online advertising model will eventually flip side, shifting focus to the demand side. In my opinion consumers will eventually control the supply side of advertising as they are already being given more choice and freedom of how they fill their personal space. Take for example iPods, Digital Television, spam and pop up blockers, firewalls, these are all tools with which consumers are in control of their on private space. It would be no surprise to me if an application which can totally ban advertising from webpages exists.
Advertisers need to learn quickly how to handle this shift and understand how open portability will create a transparent landscape. Internet technology has always been about creating efficiency between supply and demand, current advertising models and means to advertise online are not sustainable as the Net bounds towards a state of hyper efficiency.
The economies of content and its commoditization fails as the method of delivery takes over the leading role. The information highway is filling up with carpoolers for whom sharing is a choice and the method to the means is efficiency and not availability.
