The key to getting people to provide answers is to pose questions that pique their interest, explained Joe Zahtila, GM of North America and Commercial EVP for Qriously. “Only consumers interested in the question topic will answer and that's by design,” Zahtila said. “There are volumes of research designed to uncover why consumers answer questions and it mainly boils down to people like to give their opinion when they have one. Seeing how your opinions compare with others' as well as seeing ads relevant to your expressed interests is a bonus.”
Allowing people to choose ads that are more likely to interest them is an effective strategy, agrees Michael Lentz, principal and co-founder of ad agency Vert Mobile. “When advertising is helping to monetize content and users choose to watch a particular ad in exchange for the content they’re interested in, I think that’s smart since they’re going to be a little more attuned to the ad instead of forcing a pre-roll ad on them,” he said.
Vert Mobile also works with Qriously, and tapped the startup to help it deliver travel-related questions and ads for a client. While Lentz said he was unable to discuss campaign details, he noted that the client is launching another campaign through Qriously, and other clients are exploring the company’s question-based ads as well.
Ads based on declared intent are gaining traction, Lentz noted. “Advertising is certainly not going away but it will get more targeted based on declared intent,” Lentz predicted. “And with the war on cookies, I believe individuals would be more comfortable telling us what they’re interested in, such as by answering questions or choosing ads, instead of us taking information without them knowing about it.”