Google has announced the launch of Offerwall, a new tool in Google Ad Manager that allows media platforms to monetize content independently of search traffic. The feature is a response to publisher complaints about a decrease in traffic due to the integration of AI Overviews into Google Search.
The tool offers readers alternative ways to access paid or restricted content. For example, instead of subscribing, a user can:
- Watch a short promotional video;
- take a survey;
- make a micropayment (for example, $0.10 per article);
- subscribe to the newsletter;
- choose themes for advertising personalization.
These options appear in a dialog box (Offerwall) when a user reads a certain number of articles or takes other actions specified by the publisher. Google uses AI to show Offerwall at the most appropriate time, but publishers will be able to customize the frequency of displays and the list of available options.
The only monetization option that charges a commission to Google is viewing video ads. Other methods, such as micropayments or newsletter signups, are not subject to interest.
The company also said that Offerwall has already delivered an average of 9% revenue growth for some companies. For example, Sakal Media Group from India saw a 20% revenue growth and up to 2 million additional page views in three months.
Google adds that all key metrics for Offerwall are available in Google Ad Manager reports, including engagement success rates, impressions, revenue, and follow-up views after interacting with Offerwall.