Marketing Madness

Content Unlocking is a Growing Industry

As part of trying to expand our coverage of new parts of the industry, Performance Marketing Insider started a series of interviews with content unlocking companies. Please note, at first I questioned the entire Content Unlocking industry, but have begun to realize the benefits and that there are legit uses for the methods. This incentive based industry is one of the fastest growing segments, very similar to the social media currency, except that is generally not social based. The whole model is simple: sites want to provide something of value, but don’t want to provide it for free. Instead of asking a user to pay for it, they work with a content unlocking company to provide a gateway. In our industry, this means that if a user does something, fills out an offer, downloads a product, registers for a giveaway – or anything – they will be provided with the content for free.

Here is a list of the biggest companies in the industry and a little about them. As we do the interviews I will be linking them, and also providing more information. Hopefully this will become a growing resource about Content Unlocking companies, what they are doing and who to work with.

BlamAds is owned by genius marketing superstar Ryan Eagle. For those who don’t know, he’s being probably half a dozen companies in the industry, funding new upstarts. BlamAds came out of nowhere recently and has taken the market by storm with their great branding efforts in almost every blog out there.  They are definitely a Content Unlocking company to watch. Here’s an interview with Ryan Eagle.

Adscend Media is one of the established companies in the industry run by Content Unlocking King, Fehzan Ali. He’s proven to be one of the most vocal members of the industry, telling anyone who will listen to him that content unlocking is a legit part of the industry and can provide a lot of use.

CPALead is the company to beat in the industry. While the exact amount of money they make is not known, they are considered one of the top sources of traffic for dozens of networks, providing more than one CPA network several million dollars a month in revenue.  Their reach extend everywhere and I’ve been told that several download offers completely depend on them for the majority of their traffic.

LeadBolt, an Australian company has recently entered the market. Honestly, I do not know much about the company, but will be getting in touch with them to find more information soon.  I did quickly learn that they have content unlocking for the mobile phone, which really seems exciting to me.. Read Our Interview with Dale Carr

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Pace Lattin

Pace Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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  1. Great of you to share this. As an Internet marketer myself I’m also aware of these companies and will be definitely awaiting your next post regarding them.

    1. Thanks Justin, we have the interview with Fehzan right now, and next week looks like we should get some answers from industry superstar Ryan Eagle. Glad to see you on PMi!

  2. Unfortunately the content unlocking programs/companies that I have tested so far have proven unreliable, in both terms of their performance, loading correctly and clearly explaining what the customer should do. So far, most visitors just bounce away to never return. I like the concept but ‘adoption by publishers and consumers’ of the content are key, without it content unlocking will be reserved for shady users and affiliates.

    1. Nick,

      Content locking is growing and evolving rapidly. I will agree with you that there needs to be certain additional advances in content locking before it can be considered a “perfect solution.” However, in the past few months alone, there have been drastic advances in reliability and offer performance at Adscend Media. You will also note that many countries are still developing and in those cases, less than ideal offers may be available. Even in those cases, the number of offers for say India and China are growing rapidly. It is a matter of industry maturing further, however I am confident many of the existing “problems” with content locking will be gone with time.

      Now, if we are talking major countries such as the US, UK, Canada, etc… then I’d say content locking is a great solution with the right network. The offers are great and Adscend Media has a number of no scrub offers in the major countries to ensure the end users receive the content upon completion – this is not often seen on other networks.

      We work with any publisher who needs a more custom solution – we can almost always make it work by integrating the content locking solution a bit differently. Adscend Media literally offers an endless amount of combination’s in which the content gateway can be deployed and displayed, it’s about finding the right one and scaling! There are many solutions that can drastically decrease the bounce rate, increase the conversion, and increase your overall revenues and end user satisfaction as a result. We are still marketers after all and split testing and the likes still apply – except with content locking you split test different gateway solutions (and fortunately we offer many advanced features so that most changes can be applied instantly without much effort).

      Hope that helps.

  3. I appreciate the comment and I can definitely say that content locking is growing in the industry; there is nothing I love more is the competition that I have in this game – it gives BLAM Ads the motivation we need to innovate and provide a better all around solution. I’ll get to working on that interview too this weekend!

  4. I’ve also read on content unlocking WordPress plugins lately and am curious as to how they would fare with Google? As in will they/ do they affect SEO and or are they in compliance. I like the idea and another thing I keep seeing that is sort of similar is social media based content unlocking such as Pay With A Tweet.

    I like the idea and agree they have potential.

  5. Just read about content unlocking ads on my feedly account. Sounds really interesting. I am wondering what ads are being shown on the sites? Do they match the content of the site? And what is an average payout of this unlocking ads? Hope somebody has tried it and share some insights here…


  6. Is there no way just membership of facebook can be accepted as a requirement for joining any of the networks.
    We need to help beginners.

  7. The whole thing about CPA network is confusing.
    They should make approval simple.

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