The Pros and Cons of PPV Advertising

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You’ve probably already heard of pay-per-click (PPC) advertising, and other forms of digital advertising such as using banner ads, for example (as seen on platforms such as, Google Display Ads, etc.). But what do you know about pay-per-view (PPV) advertising? Pay-per-view usually comes out when there’s a big event that you might want to watch exclusively. But when you put the word “advertising” after PPV, it becomes a different thing.     

There are many different kinds of advertising strategies out there; sometimes, it might get a bit confusing. The concept of PPV advertising is basically earning money from ads that users have to view. It is a paid advertising model wherein advertisers pay after their online ads or web pages are opened and entirely viewed by web users. Often, viewers download a free toolbar or an app that gives them access to all kinds of products or services. In exchange for this free access, they accept to view the ads on their devices. This advertising strategy is quite common in mobile game apps.

Pros and Cons of PPV Advertising

PPV advertising might seem like a promising way to market your business or products and an effective way to reach a bigger target audience. If it works well, PPV can significantly increase your sales and business revenues. But there are also a few disadvantages to this model that every online marketer should know. To keep you on track, here are the pros and cons of PPV advertising.


It is cost-effective.

If you don’t have that much budget to spare for promotions, but yet you must boost your website traffic, then you can opt for PPV advertising. It will save you from spending too much money (compared to PPC, for example), and best of all, it can help you generate targeted traffic to your website. The price can go as low as $0.01 per ad view. If your ad gets a hundred views, you only pay a total of $1. Not bad, right?  

It is well-targeted.

Unlike PPC where you need to think of appropriate and clickable keywords, PPV advertising does not require any of those things. It uses any kind of keywords, which you can insert with links of your choice. These links can target specific sites or landing pages, resulting in a significant increase in conversion rates. Furthermore, there are no issues with the quality score, allowing you to run the ads as smoothly as you want.  


The ads can be a nuisance.

Yes, it is a cheaper option. Yes, it is flexible and can be used with multiple variations of keyword terms. But there are a few things that make PPV advertising an unlikable choice. One of the worst things about this advertising strategy is pop-up ads, which can really be annoying. Pop-up ads can appear anytime and anywhere on the screen. If users don’t like them, they will quickly close the ads without hesitation. This simply means that your investment is not paying off since the users don’t take any action. Remember, PPV advertising relies on user views. No views, no conversions.  

It has expensive initial deposits.

As you run your PPV campaign, you will probably pay at least $0.01 for every ad view. That’s not so much. But the downside of this is that PPV advertising networks (the ones that provide the ad spaces) impose an initial deposit, which ranges from $200 to $1000 in total. So, make sure that every penny you spend is going to be worth it.            

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