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A brief look at Google’s new Offerwall feature in Ad Manager, a potential new revenue stream for web publishers.
Google has recently launched a new tool via Ad Manager, for publishers looking for new ways to monetise their content. It was originally tested on a group of 1000 publishers, and has now been released fully.
Offerwall provides the option to basically paywall content, by asking users to complete an action in order to gain access. This action can be 1 of 3 pre-defined options, or a custom option set by the publisher.
Examples include:
You may be familiar with this kind of mechanic as it is similar to how many mobile games limit daily turns, and offer additional turns in return for the user watching an ad.
It also bears some minor similarities to the ‘pay to remove ads’ option some sites employ, that James covered in this post a couple of years ago.
According to Google, Offerwall is available to publishers of all sizes, if they are using Ad Manager and implement a Google Publisher Tag on their website.
However, they specify that it’s particularly useful for smaller publishers who may struggle to diversify their revenue streams, beyond simple ad placements with impression-based revenue models.
It allows publishers to provide their users with a choice in how they access gated content without completely nuking their user experience, whilst opening up a revenue source.
The users that choose to interact with Offerwall and access the content, are presumably the most engaged and valuable audience to that publisher.
Apparently Offerwall can be used to monetise traffic, where user consent has not been obtained. With some options (rewarded ad) serving ‘limited or non-personalised’ ads in regions with privacy requirements. Other options are not impacted or limited by consent status (custom choice and Supertab).
If you want to experiment with an Offerwall message, as mentioned previously, you will need:
Then you can follow the guidance provided by Google on creating your first message. This will guide you. through:
Whilst the test group of publishers seem to have had relative success with Offerwall, it will be interesting to see how this offering develops, and what success it generates for publishers in a time when many are experiencing a drop in clicks due to AI features, like AI Overviews.
Could Offerwall provide a vital lifeline to smaller publishers who are experiencing dwindling revenue from ad impressions?
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