The internet is going premium.
What does this mean for advertisers?đ
A few weeks ago, I wrote about social media pushing ad-free paid tiers. But this is much bigger than social media.
Search is moving to premium AI chatbots.
Soon, accessing the internet as a whole will cost ~$20/month, or youâll be left drowning in spammy ads and garbage content.
High-value users will increasingly opt for ads-free experiences.
Overall ad volume will drop.
But, ad quality will massively improve.
ⶠPerformance marketing will go ultra-contextual:
native placements, sponsored questions on AI chatbots.
ⶠSocial media will push direct booking formats (even paid users might tolerate these if done well).
ⶠTraditional programmatic will suffer even further.
Like in any industry shift, there's an opportunity:
Segmenting users by spending power will be easier than ever!
Want premium, high-spending users? Target paid subscribers.
Want mass-market, free-tier audiences? Well⊠good luck with results. đ
Problem is, targeting premium users will cost a fortune.
So, what to do?
Think of ads as just another piece of marketing content.
Think of:
ⶠsponsored CustomGPTs.
ⶠsponsored plug-in and extensions for AI chatbots or AI-driven browsers.
ⶠmore influencer marketing.
More than ever, great ideas and creativity will win over marketing tech.
What's your take?