The internet is going premium.
What does this mean for advertisers?👇
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 you’ll 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.
▶ Performance marketing will go ultra-contextual:
native placements, sponsored questions on AI chatbots.
▶ Social media will push direct booking formats (even paid users might tolerate these if done well).
▶ Traditional 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. 😅
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:
▶ sponsored CustomGPTs.
▶ sponsored plug-in and extensions for AI chatbots or AI-driven browsers.
▶ more influencer marketing.
More than ever, great ideas and creativity will win over marketing tech.
What's your take?
