http://adage.com/article/media/publishers-pay-walls-watching-video-key/243069/
Publishers including Maxim, Radar Online, Guitar World and USA Today Sports
Media are experimenting with a pay wall that instead of charging readers
requires them to watch an advertiser's video.The tactic, which uses a system
called Content Unlock from Genesis Media, is meant to help address the
disconnect between advertisers' interest in buying web video and consumers'
desire to watch enough of it. Most Americans will devote 15 seconds to a given
web video before skipping off elsewhere, according to a 2012 Poll Position
study. Just 12% will give a video ad 30 seconds. And trying to force consumers
to watch ads before a single, brief video can be problematic.
