Introducing pay walls on internet sites could reduce the number of page impressions they generate, an expert has warned.

Chris Lake, editor-in-chief of E-consultancy, said firms could seriously compromise the number of email leads and prospects they convert into sales by introducing payment requirements on websites.

He explained that pay walls could lower the proportion of page impressions and unique users but on the flip side, they could also have a positive effect.

“Although pay walls will no doubt reduce page impressions, they might also help to revitalise the online ad sector by reducing the amount of remnant inventory and the reliance of publishers on ad networks,” Mr Lake said.

He added that pay walls could also ensure that content is read by an engaged and loyal audience, which could benefit audience targeting.

A recent survey conducted by Nielsen found that a sizeable proportion of consumers are willing to pay for quality online content.

Posted by Suzanne Stock – Communications Director, HR, Online Advertising, General Marketing

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